What It Means To Humanize A Brand
Winning over customers and clients can be exhausting, especially when large corporations and businesses are running the show. People prefer brands they can trust, and often that relationship is more important than the price itself. And how can you make your business more trustworthy? Start by making it more human and accessible. Here is how to build a relationship with your audience and inspire trust:
Let your brand’s personality shine
Don’t pretend to be something you are not. Trust us – your followers will know. Find the voice for your brand but make sure it is not too different from your own. It means you will remain consistent and recognizable. Be willing to chat about ups and downs with the audience. Even though you might think they won’t be interested in your brand’s struggles, they want to be included.
The brand values are a big part of the identity, so share personal anecdotes with the followers. Yes, they will want to know how you came up with the idea behind the name of your latest perfume or something similar. Post about the inspiration and stories behind each product or project, and the audience will relate to it.
Build the relationship
Perhaps the most important part of humanizing a brand is the communication with your audience. You start with the previously mentioned brand personality and turn it into a meaningful and trusting relationship between you and the customers. Social media and the internet, in general, allow us to be closer than ever to the target audience, so why not use them?
Remember that every Instagram post, email, video, or advertisement should be an honest reflection of your brand values. And you need to maintain a friendly tone that will build on that connection with your customers. Don’t rush the content and expect everyone will become a customer right away. Instead, give your audience the content they want and find helpful.
Work with influencers
While having a spokesperson is amazing, getting influencers on board is even better. Whether we like it or not, they run the show on social networks and can help humanize a brand. Influencers are usually regular people interested in a particular niche, and that makes them relatable. Most importantly, 61% of social media users listen to influencer recommendations.
Lately, brands of all sizes are doing influencer takeovers, and this strategy is both fun and convenient. An influencer you select runs your social media profile for a day, chatting with the followers and generally creating engaging content. This type of campaign will result in more engagement and even attract users who are just discovering your brand.