Planning for Connection

For those in the corporate world, planning season for the next fiscal year is likely just around the corner.

You’ll be talking budgets, ROIs, campaign metrics—and, inevitably, asking some hard questions:

What worked?

What didn’t?

And where do we go from here?

I’ll give you a simple, strategic place to start—whether you’re a national brand or a growing local business:

Connection.

Yes, supply chain issues, tariffs, and rising costs are squeezing margins. Those stressors are real—and urgent. But if you’re in marketing, your job is to stay focused on what your team can control: building a brand that people choose despite the economy.

And right now, connection is your competitive edge.

Planning for Connection

Let’s talk about a company that’s putting this into practice in a smart, deeply human way: Starbucks.

Have you been there recently? You might’ve noticed something new—handwritten messages or smiley faces on your cup. A simple “You’ve got this” or “Have a great day” scrawled beneath your name.

It’s not just cute—it’s calculated, in the best way.

This is part of Starbucks’ new “Back to Starbucks” campaign, designed to reestablish that personal, human feel that built the brand in the first place.

They know the landscape is rough—tariffs on coffee, sugar, and other key imports are rising. They know customers are thinking hard about every purchase. And yet, instead of scaling back, they leaned into connection.

It costs nothing to write a smiley face on a cup. But it generates a moment—maybe even a smile—and that creates brand loyalty. It transforms a $6 coffee from a commodity into an experience.

So what does this mean for your business?

It means you don’t need a million-dollar campaign to build brand love.

You just need to know your customers—and show them they matter.

Let me give you another example—this time, personal.

Last Friday, my daughter and I ordered Jimmy John’s to celebrate her last day of high school. We didn’t have time or budget for a fancy lunch, but we had 30 minutes and her favorite sandwich.

Except… the wrong order showed up.

I called, a little frustrated, and the manager promised the driver would return with the right food. Reasonable enough.

But then he did something unexpected: he remade the full order, added extra goodies, and personally delivered it to our door. He also insisted the meal was free.

He didn’t have to do that. He could’ve just let the driver correct the mistake.

But instead, he chose connection.

And guess what? That $20 refund? He’ll make it back tenfold—because I’ll remember that moment, and I’ll keep ordering from his location.

In tough economic times, service becomes strategy.

So whether you're running a national franchise, a lawn service, or a boutique store—this applies to you.

It’s not about perfection or perks.

It’s about paying attention.

Personalizing.

Showing up in unexpected ways.

The brands that win in 2025 will be the ones that find meaningful ways to connect—even when costs are up and wallets are tight.

So as you head into strategic planning, remember this:

Connection isn’t a soft skill. It’s a smart strategy.

Need help figuring out how to apply this to your brand?

Let’s talk.

Now let’s get to work.

Cheers,

Bridgette