Putting love into your business is branding in itself. In fact, putting love into your business might just be the #1 way to grow your brand.
Let me illustrate.
I have a favorite coffee shop. The baristas and chefs treat their work like a craft despite the fact that most of them are musicians, writers and the like whose real craft is something else. The drinks are pricey but their frothy, perfectly balanced confections are worth every cent. Except for one barista. Pretty sure she’s actually the owner who is most often at the register except on Sundays—when she’s behind the bar.
Her drinks have zero style. Want the beautiful leaf etched in the top of your foamy latte? You’re lucky if your latte has any froth at all. Want your drink to be just on the edge of hot on a cold day? You’ll be happy if it’s just on the other side of lukewarm. Sometimes they're barely drinkable and on occasion I have to throw her drinks away, forgoing $4 and my favorite chai tea after having walked more than half a mile.
Disappointed? Nah. I'm downright dejected when this happens.
This full-time owner, sometime barista operates the bar slinging drinks like it’s an assembly line. It’s feels as if she's simply counting the dollars coming in rather than focusing on the quality of what she’s putting out. When you focus on the dollars and not the craft you not only put out a shitty product; you’re actually doing more harm to your business than you might think. Without love or mindfulness, your product just becomes yet another item of consumption, it doesn’t stand out. When your customer doesn’t feel love oozing through your service they’re less likely to get hooked on it and they’ll go somewhere else.
I’m not gonna pretend that I’ve never done this. There were whole stretches of time back in the late 90’s when I hated what I was doing. Rather than crafted with love, my work was laden with fear. Yep. I was doing this work because I was afraid I couldn’t do what I loved. I was motivated just to survive financially rather than to thrive. It was pretty obvious. If that company was still in existence Sure, I showed up to work everyday, working 60+ weeks regularly. But. I was slogging away, being dragging along rather than gleefully leading the way spreading my love for my tasks.
When you find yourself in this position you must take action: Bake some love into your product and if you can’t, perhaps you need to pivot what you’re doing or make a career change.
When I realized that I had no love to give this particular kind of task, I left that field and moved into my current work. Now I love each and every client. I tend to their brand as if it were my own brand child. If I don’t think I can love someone’s brand I pass on their business.
Let me tell you about another brand; a place where love is baked right into the product. Babette’s Artisanal Breads. This husband and wife driven shop makes the most delightful artisanal bread you’ll ever have outside of France. Each loaf of bread is tended to by the loving hands of Steve, the owner who adds flourishes like a beautiful stencil on the top of the loaf. While the pretty design doesn’t change the taste, it does delight the eye. It makes you feel special. I once bought a loaf just for that stencil. Even though I can’t eat much of it due to serious gluten issues I love giving this man money.
When you put love into your business…
- Your clients notice
- It makes you happier
- You’re more proud of your work
- You produce a better product
- You transition away from things you don’t love faster
- Your brand grows much more faster
This applies to all sorts of businesses, not just those which makes things to delight your taste buds. Other businesses where love is apparent include: Maptia and The Pack. And if you’ve ever flown Southwest you know that they LOVE what they do.
I know there are plenty of brands who bake love right into their product. What are some of your favorite examples?