This is the central idea of the Marketing Playbook: organizational cultures thrive when individuals have a clear sense of identity, purpose, and belonging. This is true of your organization, whether you're a business, church, non-profit or government entity.
Core Values, a Mission and Vision are the most important parts of a culture. With those in place, your organization has a brand identity that you can build on. But to build relationships, you need to know as much as possible about the people you're called to help.
While each customer is an individual person, and should be treated that way, when you're establishing new relationships it is very important to have a grasp on the common needs your customers share. This is built over time, as you continue putting your best foot forward in the marketplace, and as you keep record of the feedback you're getting from your current customers.
It doesn't need to be anything fancy; just record your insights as they come to you. How people respond when they interact with you, step into your store, make a purchase... What are their most commonly asked questions, and what are patterns are you noticing? Nobody knows your customer better than you, and that knowledge will help you connect with new customers.
Customer identity is one part of a complete plan that I can walk you through to help your brand be a legend. If you want to know more, preview the Marketing Playbook, or you can contact me.