A few weeks ago, Tony Schwartz wrote an article for Harvard Business Review called, “Why Appreciation Matters So Much.” His post focuses mostly on the results of appreciation when it comes to bosses and employees, but the truth is that genuine gratitude can define a brand in a way no website, marketing campaign, or blog post can. In Tony’s words:

“Whatever else each of us derives from our work, there may be nothing more precious than the feeling that we truly matter — that we contribute unique value to the whole, and that we’re recognized for it. … Feeling genuinely appreciated lifts people up.”

Step back and look at what that can mean for your relationship with your customers. What if your customers walked away from their experience with you feeling like they matter, like they add value, like they’re genuinely appreciated. That feeling is so rare.

Will they share it with others? Yes.

Will they come back for it? Yes.

In his book Influence, Robert Cialdini shares the story of Joe Girard, a car salesman who sells an average of more than five Chevy cars and trucks a day and has won the title of “Number One Car Salesman” for 12 years straight, not to mention being called the world’s “greatest car salesman” by the Guinness Book of World Records. That’s a pretty impressive resume.

When asked about his success, Girard shares a simple formula: He offers people a fair price and someone customers like to buy from. But Joe Girard does one other thing I suspect has a huge impact. After all, I’m sure there are plenty of other fair, likeable car salesmen in this country who haven’t received nearly as much recognition.

Each month, Girard sends out a holiday greeting card to his more than 13,000 former customers. The holiday varies from month-to-month, but the printed message inside stays the same: “I like you.”

Sure, it’s repetitive and maybe even a little impersonal, but it’s a constant reminder to his customers that they’re not forgotten. He doesn’t have to spend thousands of dollars a year to let former customers know they still matter. But he does. And it shows in his every day successes.

A great logo, a swanky website, a good product: those things are all important. But at the end of the day, people want to matter. The best news of all? With a little bit of effort, you can let them know that they do.

How are you making your customers and clients feel appreciated?

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The quickest way to tell people you’re ordinary is to tell them you’re unique. The word “unique” is overused. In fact, overused is an understatement. It’s white noise. Don’t be unique.

“But what if I really am unique?”

That’s awesome. More power to you. Just don’t use it as a selling feature. Just don’t.

When you tell someone you’re unique, you have all these qualities running through your mind to back it up. You’re creative. You’re personable. You mean what you say. You actually care about your clients. You pay attention to details. You don’t turn in incomplete projects. You’re concise. You create value.

Unfortunately, “unique” doesn’t communicate any of those underlying truths. While you may think you’re eloquently surmising all of your outstanding qualities with one word, you’re actually saying absolutely nothing.

But, if you genuinely are one-of-a-kind, if you genuinely have something distinctive to offer, you can do much better. Let your actions, products, and results speak for themselves.

Don’t give lip service to a cliché when you have a whole slew of actual projects and tangible results that show off to your unmatched brilliance.

If you are, in fact, “unique,” don’t tell me. Show me. That’s when I’ll believe you.

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While Adele was winning basically every award there was to win on the Grammy stage, there was another winner that nobody expected. And no, it wasn’t Nicki Minaj’s confusing performance to open up the third-hour…

It was a 140 second ad spot from Chipotle, aptly titled “Back to the Start” (check out the video below) that left people Tweeting, Facebook-ing, and applauding around the country.

The ad, featuring a Willie Nelson cover of Coldplay’s “Scientist”, can be downloaded via iTunes with all proceeds going to the Chipotle Cultivate Foundation, supporting sustainable agriculture, family farming, and culinary education.

Recent comparisons have Chipotle on the same innovation playing field as Apple. The fast-casual food chain is proving, just like Apple, that we want quality, and we’re willing to pay a premium for it. 

Don’t believe me? Take a look at these numbers from a recent Slate article:

“..Anyone who has walked a city block (or driven a suburban one) in recent years knows that Chipotles have been springing up around the country. But the numbers need to be seen to be believed. They opened 67 new stores in the fourth quarter of 2011, growing by just over 5 percent to 1,230 total outlets. They opened the first Chipotle in London, and launched their second restaurant concept, the Southeast Asian-themed ShopHouse, whose initial location has quickly become a lunchtime favorite for those of us who work in the nearby Slate D.C. office. Chipotle stock is up 50 percent on the year and over 500 percent over five years, far outperforming the market as a whole or the restaurant sector in particular. They announced last week that revenue grew 23.7 percent in 2011, with an 11 percent increase in same-store revenues. Restaurant operating margins are more than 25 percent…”

What’s the secret behind Chipotle’s success? It’s not really about Chipotle at all.

They’re focusing on the big picture. Not the benefit they provide. Not the yummy burritos they wrap up. But the benefit you and I have the opportunity to contribute to. They’re focused on establishing a company culture that promotes and embraces sustainable and natural products.

The takeaway, for every brand, is to think big. Think not about what you can do for your customers, or even what they can do for you, but on what we, collectively, can accomplish.

Now more than ever, we want to be a part of something. Something bigger than ourselves. A movement. We want to contribute. We want to feel good about what we buy, even the burritos we eat.

Your brand the opportunity to tap into that, to provide that to the masses. To offer something that’s good for the world, and good for your bottom line. A win-win.

Nobody said it was easy. But maybe it’s time to go back to the start…

Can’t see the video? Click here | Image credit

Even more about Chipotle and the importance of brand consistency (yes, we love us a good burrito).