In a digitally cluttered scape, people seek to align themselves with businesses and brands that are human in their messaging more now than ever. What does it mean to humanize your brand? What can you do to make your brand more appealing to your audience? How can humanizing your brand benefit your business?
What it means to humanize your brand
Humanizing your brand involves making your business feel more relatable, authentic, and approachable by emphasizing human qualities, emotions, and values. Showing your audience that your business is run by real people who care and work hard to provide customers with the high-quality service they deserve.
Have you ever heard of the saying, “People buy from people they like?” It is true, that saying is not all-encompassing, but its principle holds a great measure of weight. Firstly, people are willing to cancel long-term relationships with celebrities, brands, and stakeholders if they perceive their values are at odds with theirs. Secondly, people are willing to spend more on products and services from businesses they not just like but, more importantly, trust.
Now in marketing, you certainly cannot cater to everyone. That’s not the goal. There will always be an unsatisfied group. The question is, what is on your target audience’s mind? The people you want to attract to your business. What are their values, concerns, problems, or needs? Once you identify those answers, you can effectively craft your brand in a way that relates and feels more human to them.
How to humanize your brand
There are several ways you can humanize your brand, making it easier for you to build a lasting connection with your consumers. Let’s consider a few:
Engage Conversations
Actively interact with your audience.
On social media and online forums, respond to comments, and participate in discussions as a "person" rather than just a company. Ask questions or share entertaining polls that invoke a response. Create opportunities for more personal interactions through video conferences, live chats, or in-person events.
Share Experiences.
Share behind-the-scenes content, customer success stories, or the journey of your team to make your brand more relatable. Create an immersive experience where your audience can identify not just with you, but also with your employees, and each other. Showcase your team and how they do things and interact with each other and your clients. Highlight customer stories and how they overcame their challenges with the help of your services.
Use Personal Touches.
As much as possible, tailor experiences to individual needs. In-person and in electronic communications, address customers by name. Be adaptable in your service and promotions where possible.
Be Transparent.
Demonstrate that your business is growing not just in size, but in its mission and values. To a degree, share your brand’s processes, and how it has overcome shortcomings; and communicate openly with your audience.
How humanizing your brand benefits your business
Most industries are saturated businesses that provide acceptable services and products.
So what will determine whether consumers choose you over your competitors or not? Often that boils down to how connected they feel to your brand. That’s where having a human and relatable brand comes in. Your brand will stand out as approachable and authentic, promoting consumers’ trust, loyalty, and advocacy for your brand.
Start Humanizing Your Brand
So, now’s the time to differentiate your business from those that only focus on selling products and services in their marketing. Humanize your brand. Be relatable in your brand marketing by emphasizing human qualities, emotions, and values. Be transparent, share stories, and actively engage with your audience. Then, you will experience the power of humanizing your brand by gaining and retaining a loyal audience.
Can you think of other ways you can humanize your brand? Comment below and let us know!
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