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Writer's pictureJoseph Haecker

Seeing Your Brand Through Your Customer’s Eyes: Building a Community that Naturally Markets Itself


How Do Your Customers See Your Brand?

Let’s talk about how to build true engagement and loyalty.


As business owners and marketers, we’re pros at seeing our products or services through our own lens. We know the ins and outs, the why and the how. We tell ourselves, “This is what I sell, this is why it’s valuable, this is what makes it stand out.” But take a step back for a moment—how do your customers see you? What’s their first impression of your brand? And how did they even find you in the first place? Did it come from a casual scroll through social media? A paid ad? A magazine article? Or maybe the most powerful endorsement of all—the trusted word from a friend?


The Real First Impression: How Do Your Customers See You?

Here’s a question to think about: in that very first encounter, is your message crystal clear? Are you actually connecting? Does your audience understand immediately what your brand is about, and more importantly, what it’s about for them? And here’s the kicker—when they do get what you’re about, did you make it easy for them to share this experience with others? Did you set them up to tell their story, seamlessly, naturally, without any barriers or friction?


I’ve worked with so many brands over the years that are brilliant at delivering a product or service. They’re experts at the transaction part, at delivering value in a single moment. But when it comes to creating a lasting connection, to building an active, thriving community that goes out of its way to bring new people in—they fall short. They think that keeping their customers around means sending out newsletters or creating content, but that’s only one piece of the puzzle. Connection—genuine connection—requires something more.


Customer Engagement Beyond Testimonials and Referrals

Now, I get it. For years, business owners have been coached to ask for referrals, to drum up testimonials, to build what we used to call “raving fans.” In the 80s and 90s, this was the norm. Business owners were told, “Ask for testimonials, and get those testimonials on display.” But the whole structure of this approach was upside down, centered on the business’s value rather than the customer’s experience.


Then social media came along, and with it, a major shift in how we connect. Suddenly, people were openly sharing details that would’ve stayed private in any other era, posting their lives for the world to see. And here’s the fascinating part—people weren’t sharing just to share; they were sharing because it allowed them to connect, to find their place within a community, and even to express themselves. People were “sharing,” yes, but at the core, they were self-promoting—and social media platforms knew exactly how to leverage that.


So what does this mean for you and your brand? How are you making it easy for your customers to feel connected, to share their stories, to naturally promote not only their own experiences but your brand in the process? Because here’s a universal truth: people want to be part of something bigger. They want to feel like they belong, to feel seen and valued, and they’re willing to share in the process. So the question isn’t whether people want to share; it’s how are you helping them do it, in a way that is both authentic and meaningful.


Make It Easy for Customers to Share (While They Spread the Word)

Think of platforms like LinkedIn, Facebook, and TikTok. These giants didn’t just build spaces for people to connect. They built systems that made it incredibly easy for people to share, engage, and self-promote, all under the guise of social sharing. My mom doesn’t post about her grandkids because she’s a content creator—she posts because she loves them and wants others to be part of those moments. Social media, for her and for millions of others, is a way to share a piece of her world. That’s exactly what social media platforms are counting on: our desire to share what we care about most.


So, if social media giants are already making it easy for people to share their lives, then why shouldn’t your brand be doing the same? But not with a focus on “gathering testimonials” or “getting reviews.” I’m talking about something different, something more personal. Are you empowering your customers to share their stories, journeys, and experiences in ways that promote them? And by doing so, are you giving them a platform that naturally shines a light on your brand?


A Look Behind the Curtain: Join inCrowd

At Join inCrowd, for example, we’ve built our entire concept around enabling our members to share easily. When they share their contact info through Join inCrowd, they’re also, by design, sharing our brand. Join inCrowd becomes part of their conversation, part of that instant connection between two people. Our role is to make that experience seamless, part of the natural flow of interaction. We’re not trying to sell them on Join inCrowd—we’re simply part of the story they’re already telling.


How to Create a Self-Promoting Ecosystem for Your Brand

Creating a system where your customers are eager to share isn’t about making it about you. It’s about making it about them, about creating moments that are meaningful and worth sharing. Ask yourself: “How am I enabling my customers to share their own stories, and how can I make this process effortless?” What’s in it for them, beyond the initial purchase or service? How does their experience with you add value to their life, in a way that they want to tell others about?


We’re living in an era where people are their own brands, where sharing is second nature, and where authenticity is everything. If you’re ready to transform your business by empowering your customers to tell their stories in ways that build natural, authentic connections to your brand, then let’s have a conversation.


Let’s work together to set up a strategy that’s not only going to serve your customers but will give you a community that markets itself—genuinely, authentically, powerfully. Visit JosephHaecker.com and explore my fractional CMO offers, and let’s start building something real.


Learn How to Make Your Brand Shareable


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