Today’s Birthday Lesson: Building a Brand That Connects With Your Customers

The Power of Connection: Building a Brand That Customers Love

Anyone can throw up a website and launch an e-commerce business these days. But what sets a website apart from a brand people truly love? One word: connection.

Here’s a little lesson I learned today on my birthday that reminded me just how powerful that connection can be. After I woke up this morning, I rolled over and—bad habit, I know—checked my inbox. Amid the typical clutter of emails, two messages stood out. The first one was from Delta Airlines, and the subject line was simple and personal: “Happy Birthday, Cheri!” As I kept scrolling, I spotted another email from American Airlines.

Now, if you know me, you know I’m a huge fan of American Airlines. I’ve flown with them almost exclusively for years, clocking millions of miles. I’m loyal to them. Delta, on the other hand, is new in my travel life—I only flew with them for the first time last week. So, I was curious to see how these two airlines approached my birthday.

The contrast was striking. American’s email felt like a missed opportunity. Instead of a warm, celebratory message, they were pushing me to opt into a program. It was all about the sale. Meanwhile, Delta’s email didn’t ask me for anything. They simply wished me a happy birthday and asked about my travel plans for the upcoming year. No hard sell, no strings attached—just a genuine connection that got me thinking about my next adventure. Well done, Delta.

That single message made me feel valued as a customer, and it subtly planted the idea of future trips in my mind without pushing a single product.

This experience drove home a point I always share with handmade sellers: meaningful connections are what make your brand memorable. It’s easy to overlook the small gestures, but it’s often those thoughtful touches that make customers feel seen and appreciated.

Here’s the question for you—how can you create that same sense of connection for your customers?

Practical Tips for Making Genuine Connections with Your Customers

1. Start with Personalization

Do you send Happy Birthday messages to your customers? If not, you’re missing out on a simple but powerful way to reach out. Platforms like Klaviyo make it easy to set up automated birthday messages that are warm and personal. And here’s the best part: it doesn’t have to be salesy. In fact, keeping it purely celebratory can make it even more effective.

2. Be Thoughtful About Timing

Not every email needs to push a sale or promotion. Sometimes, it’s the messages that simply say “we see you” or “we appreciate you” that have the biggest impact. Try setting up check-in emails—maybe it’s a quick “how are you enjoying your product?” a few weeks after purchase, or a reminder of special events, like the anniversary of their first purchase with you. These small gestures can create big feelings of loyalty.

3. Use Connection, Not Conversion, as Your Goal

Sometimes, stepping away from the direct sales approach actually brings people closer. By showing customers that you value them beyond their purchase, you build trust and authenticity. It’s those warm, genuine connections that keep customers coming back—and even inspire them to tell their friends.

I see this approach working time and time again with my students who are building their brands on their own terms. It’s not about the hard sell; it’s about building relationships that last. Handmade sellers, don’t underestimate the power of a heartfelt email. That little extra effort goes a long way toward creating a memorable brand.

After checking out their homepages, I noticed another striking difference—but that’s a blog post for another day. Right now, I’ve got cake to eat!

Want to learn how to set up personalized birthday messages for your customers? Join Wholesale Made Easy! I’d love to show you how simple it can be to create connections that count.