Article shown as published in Business Edge, Calgary's Guide to the New Economy. October, 2000.

Scott, an attractive guy with a decent personality, has decided that he is ready for a committed relationship. He meets Sally, a savvy woman who has lots of interesting prospects, and decides to ask her out on a date.

They meet for drinks and engage in small talk. Sally seems to enjoy herself; she laughs at Scott's jokes and is pleasant to be with. When their drinks are finished and the cheque is paid, Sally smiles politely and says she'll give Scott a call. But Scott never hears from her again.

This scenario happens every day to people like Scott, whether they are looking for meaningful relationships in their personal lives, or customers to buy their company's products and services.

There are many reasons why the Sallys of the world do not come back, and usually only Sally herself knows them.

Companies spend millions of dollars each year trying to seduce potential customers. They use advertising and public relations campaigns to create an image. But they do not keep the customers they entice because they stop there. A brand based solely on image cannot deliver the meaning and experience that customers are looking for.

In order to engage customers, and gain their loyalty, companies need to provide a unique brand relationship.

Whatever their goal for the partnership, companies must connect their brands to the hearts and minds of their desired mates. Like Scott, they must understand that potential customers have other options and they must work hard to prove they are consistently committed to building a relationship. Relationship-based branding is a relatively new approach to acquiring and retaining customers, although successful companies have been practicing it for decades.

While consistency has always been important to retaining customers, relationships are in the spotlight as the most effective way to build a brand due in large part to the new economy. The new economy offers customers an unprecedented amount of control. Able to deal with companies anonymously, at arm's length over the Internet, customers are determining their own experiences and interpreting their own meaning like never before.

So, how do you move your brand from one based on image to one based on relationships? First, you must understand what business you are in -- not from your perspective, but from your customers'. Since the difference can be subtle, this is probably best illustrated with an anecdote.

A couple of months ago I took some film in for processing. The pictures were of a friend's wedding. Unfortunately, the company (who shall remain nameless) lost my film.

After four visits to the store, a discussion with the manager and a letter from head office, I still haven't heard an apology. Or seen even the slightest sign of remorse. Mistakes happen. The reason they have lost my business is because they do not understand the nature of our relationship. To them, my film is just photography. To me, it is irreplaceable memories.

Once you understand the need you fill in the lives of customers, you can develop a strategy for building your brand relationship. That strategy should influence all points of contact with your customers - from employees to products to communications.

One of the most successful examples of a relationship-based brand is Saturn. Because of its single-minded dedication to creating "customer enthusiasm," Saturn has put the values supporting this relationship at the core of its operations. Employees and suppliers all influence the customer's experience and so they are empowered to continually improve all areas of the business, resulting in quality products and outstanding service.

Saturn recognizes the significance of each contact with customers, so it focuses not only on the purchase process, but also on the entire ownership experience. As one customer put it: "Saturn isn't just about building cars. It's about building a unique and powerful relationship between the people who build, sell, service, and own the cars."

By focusing on his goal for a long-term relationship, Scott might have approached his date with Sally differently. Perhaps he would have taken her for a romantic dinner instead of drinks. Maybe he would have listened more closely in order to understand her expectations. Or maybe he would have asked her out again right away. Whatever his plan, a focus on a potential relationship could have gotten Scott past the first date.