We aren’t talking about deploying brand ambassadors to waltz with your consumers, but about connecting. From the decision time to when consumers use your brand, it’s knowing what is their reaction. Are your consumers naturally excited about your brand? Your customers should feel a sense of community and assurance every time they use your brand. Brands should develop a sense of community with consumers to both create excitement and receive feedback on what is the real reaction.

Creating a community with consumers is going back to the days of having a conversation. When was the last time you asked how your consumer’s experience was? What do they think of the packaging, displays, or promotions?

All industries should be measuring the reaction in their brand’s community. If your community isn’t excited, start asking why. Then turn the why into action and create brand excitement at every retail shelf, in-store promotion, word of mouth, and at home use.