Why is it important to build a brand that is customer obsessed?

As a business owner, it is likely that you’ve been repeatedly advised to keep the customer at the heart of everything you do, from product design to marketing and beyond.

But why is it so important to ensure that you are considering the customer 24/7, in every action that your company undertakes, and with every piece of information you put out into the public domain?

In this article, we look at some of the central reasons why your brand should remain totally customer obsessed at all times.


Clients can tell when you truly have their best interests at heart. It increases their sense of trust, improves your chances of repeat custom, and makes it much more likely that they’ll tell their friends about you.

This, in turn, will improve your online presence by increasing social media mentions and positive feedback on review sites and will also ensure that your name is spread far and wide by word of mouth. The personal touch really is that powerful.


A customer-obsessed organisation should never need to spend too much time or effort asking “what next?”

This is because the answer should already be clear.

By listening to your customers and constantly analysing data related to their behaviours and preferences, you’ll know exactly where they want you to go from here and understand the existing areas in which they’d like you to improve.

This will keep you inspired and productive when it comes to designing new items to be sold or additional services to be offered, as well as perfecting your existing processes.


If you are clear about the tastes, preferences, wants and needs of your target audience, it will ensure you have a coherent and powerful brand identity.

When leading your organisation, you should be asking “why are we doing things in this particular way?” with each step. If the answer is simply “because it suits my personal tastes and preferences”, you may need to do a little more work and research.

If, instead, you find yourself saying “because I know — and can prove — that it’s what my target audience will want”, then go ahead; you’re probably doing the right thing.

This is a great way to ensure a clear look, feel and course of action for any brand.


It isn’t just the management team of your business that needs to be customer obsessed — it’s absolutely everyone. If each person employed by your company is excited when customers are happy, you’ll deliver an optimum customer experience.

Be sure to train all of your members of staff to look at your products and services and the way they are delivered from the client’s perspective. Keep them regularly updated about your successes and the specific parts they played in order to achieve them.

They’ll feel fulfilled, invested in the customer experience and driven to keep improving.


If you show that you love your customers, they’ll love you right back. This means they will be more likely to stick with you through tough times.

The more loyal your client base, the more likely you are to successfully weather any storm. By taking your customers’ needs and preferences to heart, they will always think twice about using a different brand — and that choice may even fight to help you stay afloat.

You know that you wouldn’t have a business without customers or clients.

But what’s more, when you carefully consider the individuals who use your products and services — along with their needs, behaviours and impressions of everything you do — many of the most difficult elements of running an organisation will become much more straightforward.


Phoebe Carden

Written by: Phoebe Carden
Published: March 29, 2021

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