What does it mean when you say “humanizing your brand” and why should you do it?
Over the past few years, I have conducted a series of tests that all point to the same result.
Your customers, just like you, are human. Every single one of them. Go figure…
“Yeah, so what“, I hear you say…
Well, for one, most companies still treat them as robots. We, humans, were never designed to absorb generic marketing messages and corporate offers. We crave to be seen and be treated as unique individuals, but most companies still fail to see us that way and market to us as such.
There are a few steps you can take to ensure your website visitors see the humans behind the company. If they know there are real live people behind your product or service, it will be easier for them to trust you. Let’s face it, you want your potential customers to trust you. If people trust you, they are more likely to convert from visitors to buyers.
There are at least 8 steps you can take to humanize your brand and help build trust.
Stop selling and start sharing
No, I don’t mean you should start giving away your product or service for free. What I mean is that you should make your website visitor-friendly.
Do give them useful information and do ask them to buy your product, but at the same time give your business some personality. Show a lighter side to your company and share stories that you visitors will relate to. More often than not, people are more likely to show an interest in connecting with another person rather than a company.
Help your visitors see your business as a person.
Build a social media presence
Create profiles on social media that you will use to reach out to your customers. Depending on what your business is, you should create profiles and pages on Facebook, Twitter and, of course, LinkedIn.
Try to engage with them and get them to talk to you. When they do, do your best to reply a.s.a.p.!
Post information relevant to your business and your niche, but throw in something fun once in a while.
For some, like those selling makeup, an Instagram account will create just the buzz you need and help you showcase your awesome products. Others might find Snapchat, Quora or even Reddit more useful.
Be where your audience is and don’t ignore them.
Stay relevant and treat your visitors as friends
Let’s say you sell computer software. When you pick the topics for articles you want to publish on your blog, do try to pick the topics that make sense. You won’t write about how to remove a red wine stain from a white blouse.
Another thing to keep in mind when you’re writing, try to keep your tone friendly. Write as if you were talking to someone you know, but have your buyer persona in mind. This will make it easier to pick the topics and it will show in your content. Not only will it help you stay relevant, it will help you stay consistent and establish a theme for your blog.
Another helpful tip, if you’re writing instructional articles, is to picture yourself talking to a family member. There’s an Albert Einstein quote that should be your guiding light – “If you can’t explain it simply, you don’t understand it well enough.”
Avoid frankenspeak, buzzwords and business lingo
This ties in nicely with my previous piece of advice.
While talking about business is fine, you don’t want to come across as superficial. Do some research; get your hands dirty, your readers will appreciate you more for simplifying the solutions to their problems.
Your goal should be to be seen as someone who has the answers, but is also down to earth and ready to help. You can still establish yourself as a credible authority even if you use layman’s terms. No one will think less of you, trust me.
Connect on an emotional level
Here’s the gist: people connect to other people – not logos.
Be transparent about the people behind the logo. You can create a killer About Us page on your website that tells your company’s story. And don’t just write the names and positions, put some elbow grease into it, write short descriptions and include team member’s photos. You can create a nice company video and place it on this page.
You can also, for example, use your Facebook page to share photos and short videos that feature you and your employees in various everyday situations. They won’t all be viral pieces of magical art, but they will help build trust by showing who you are. You are unique and you shouldn’t hide your team. Especially if you’re in it for the long haul.
Share content in real time
Sharing an older piece of great content from time to time is not necessarily a bad thing. It can give it new life and another chance to bring traffic to your website.
However, you should strive to share your content while it’s still relevant and fresh. Why? Because your customers want to see that you’re keeping up with the latest trends and giving your own take on it.
Solve your customers’ problems
Whether you write Facebook posts, lengthy articles, or tweet about it, your customers should be aware that you have their best interests at heart.
Some people don’t like to read, and that’s fine. Use a video instead. You can create one that explains how your service or product answers their burning question or solves their problem.
Before you start working on any of the points I mentioned earlier, invest some time in understanding what humanizing your brand really means for your company and set realistic and measurable goals so you can react quickly when changes are needed.
Plan ahead and be brave. In the end, this process will help your company seem more like a person than a product.
The reality of the times we live in is that we are spending increasing amounts of time into integrating our personal and work lives into one another, rather than working on separating them. Because of this, marketing has evolved in a way that companies are expected to know their target audience, develop buyer personas, maintain an active social media presence, and be genuinely helpful to their leads and customers.
This article was written by a real live human who loves to learn and seeks constant improvement. If you’ve found it helpful, don’t be shy about it. Help us spread the word by sharing, liking and commenting.