On Seth Godin’s blog, he relates aligning your brand with customers to relationship building. Indeed, this partnership is the foundation of effective web content. Only when your content meets both your institution’s website goals and your users’ needs can it be called effective. This is a powerful mindset: Partnering with your users is more valuable than serving them because you’re involving them in the content planning process. Work to meet each other’s goals.
Long-term brands and relationships are built on alignment. …
A perfect relationship: I want your company to help me, and your company wants to help me. We’re both focused on helping the same person.
Source: Alignment by Seth Godin, Seth’s Blog, April 25, 2011