4 Ways to Build a Brand That Customers Will Love

2. Engage on a personal level. A brand is a relationship, Comerford said. No matter the channel, consumers want that relationship to be a personal one. Here a couple examples of how Moosejaw makes that a reality (in its own unique style): While monitoring Twitter for brand mentions — which all companies should be doing, Comerford advised — Moosejaw came upon a tweet from a student saying that she had lost her Moosejaw jacket and hat. Moosejaw sent her a tweet that it was going to replace the items, but with a twist. It was going to let its Twitter followers choose from one of three jackets that would be her replacement jacket. Not only did this strategy satisfy an upset customer — even though Moosejaw wasn't at fault at all — it also got the rest of the brand's Twitter's followers engaged in the process as well.