When your customers feel like they belong with you, they will reward you with their attention, trust, and loyalty. When they don’t, they will tune you out, and go off in search of another option that does make them feel that way.

The customer experience your brand delivers along every part of your customer journey is constantly sending signals that impact whether or not your customers feel like they belong.

But before you can consistently deliver products, services, and experiences that make your customers feel like they belong, you first have to deliver experiences that ensure your team feels like they belong.

They should experience on a daily basis in their work, the feeling you strive to deliver to your customers.

Thus, any work focused on building an inclusive brand where belonging is central for your customers, must be inextricably linked with building and nurturing an inclusive culture, where belonging is central for your team.