You want to ideally develop essence around your brand.

You want the people you’re creating content/products/services for to feel good when they interact with what you represent.

It always starts out with an interaction (even if you’re simply writing an Instagram post and someone on the other virtual reading it). The question is about the quality of that interaction.

What have you left the person on the other side feeling?

Think of it as really, really good customer service; the kind where you’re leaving people behind with something valuable.

It doesn’t have to be a physical product, by the way.

It can be a desired emotion; like feeling good after getting a good laugh.

Or being moved.

Or gaining confidence because you made them feel at the top of their world.

Or given them a new skill set that makes them feel stronger with what they’re aiming to do; smarter; more capable than before you came along.

A strong brand does a great job connecting with the other side, and in this way, keeps that other side coming back for more.

It’s all about connecting.

(This one’s in honor of Sam Shem, author of The House of God. He’s someone I’ve had the pleasure of working with for over a year, including the upcoming season II of “Conversations with Shem”. He always repeats a mantra I love: “Good connection is mutual connection.”. Watch our 1st season here.)