Unlocking the Power of Connection

Humans have a foundational need to connect; it's essential to a healthy and fulfilling life. But too often, this level of connection is ignored when it comes to our work and the brands we represent. Your business has the potential to bring people together in a genuine way that's aligned with your values and purpose. In this post, we'll take a look at ways to build those connections and unlock their power.

Connectivity is the life force of a business and spans all areas: marketing, communications, customer engagement, technology, and, most importantly, relationships. Last week I had the honor of giving the keynote address at the Small Business Expo in Chicago with my friends at AT&T Business, where I spoke about Unlocking the Power of Connection. I had the great pleasure of connecting and sharing energy with the hundreds that attended. Connecting is a skill that can be developed, and it requires understanding others, but it first starts with understanding the connection with ourselves. What is on the outside always reflects what is on the inside. My approach to working with business owners, entrepreneurs, and leaders on branding and growth strategies always includes a point of personal reflection and an understanding of how our own energy impacts every aspect of our lives and work. Energy is in everything – it is often described as 'the ability to do work'. It can be reset daily and it transfers. More on this in another post!


When it comes to connection, we need to consider our human-centered and technology-enabled connection in today’s world of business. Most business owners today must be intentional about both and understand how both interconnect. At the end of the day, as business owners, we must ask ourselves, “What do I want people to feel when they connect with my business or brand?  After all, a brand is felt. Growing a brand and growing a business go hand in hand. While your actual business is likely focused on revenue generation, your brand has the ability to focus on community building and connecting on an emotional level with your customers. It’s been said that customers buy emotions, not products. A brand lets you bring your values to life. It helps you grow community, trust, and customer loyalty. This can all lead to more organic transactions. 


The groundwork for building authentic connections for your business

How do you want people to feel? What is the feeling you want to create? Consider:

  • How do you speak to your customers? (tone, language, etc.)

  • Your logos and visuals

  • Your interactions (customer service, engagement online and offline, etc.)

  • Your values and purpose and how those are shared

  • Your personal brand (how does it compliment your business brand?)

  • Make an effort to understand your customers (surveys, reviews, social media comments, etc.)

Let technology and data help you connect, grow, and scale your business. Be intentional.

  • Pick social platforms that are right for you and your customers. Where do they spend the most time?

  • Utilize reliable networks that keep you connected and customer data safe.

  • Invest in technology that helps you creatively, compellingly, and authentically share your brand story.

  • Create daily opportunities for connection with your customers and community beyond a point of sale.

  • Consider how technology can help you expand geographically with minimal investment.

  • Explore how technology can help you develop better, consistent ways to communicate. 

Some final tips on building connections:

  • Reframe networking to CONNECTING. Make it a way of being. Every interaction is an opportunity to CONNECT.

  • Listen, really listen to what your customers are saying. This helps build long-term trust. 

  • Connect on values versus a single point of sale. You want your customers to be your best self-proclaimed “influencers.” 

  • Think beyond your customers regarding who you might need to connect with as a business owner: partnerships, community, peers, etc.

  • Keep asking questions such as, “How can I better serve today?”

  • Tell your story. Be memorable. 

  • Walk the talk: be reliable, speak your truth, and deliver an excellent experience

  • Have fun with it! As humans, we have a need and desire to connect with others and when we can drop the pressure of needing to connect in order to “get something,” we open ourselves up to endless possibilities beyond a single point of sale or transactional focused gain. 


Celebrating Small Business Week!

  • Watch the replay of LEVEL UP with AT&T BUSINESS. Strategies and technologies you need to take your business to the next level with guests: Brant Anderson of @olphactorycandles and Andy Robinson of @andysunflowercafe.

  • Did you know?

    • For more than 50 years, the U.S. Small Business Administration (SBA) has celebrated National Small Business Week, which recognizes the critical contributions of America’s entrepreneurs and small business owners.

    • There are 33.2 million small businesses in the US, which account for 99.9 percent of all US businesses (SBA, 2022).

This post was sponsored by AT&T Business, but the opinions are my own and don’t necessarily represent AT&T Business’s positions or strategies.

Business, EntrepreneurshipGeorgina Miranda