The Importance of Humanizing Your Brand and Making Connections With Consumers
Your customers aren’t just interested in your products and services – they’re seeking a meaningful relationship with your brand. If there’s one thing business owners should learn from TikTok’s success, it’s the power of humanization. Many TikTok influencers make videos in casual clothes from their homes or cars. They aren’t afraid to look silly or vulnerable, and their followers love them for it. More than ever before, customers want their favorite brands to be authentic, humble, and relatable.
Why else is it so important to humanize your brand? For one thing, it helps you build trust with your audience. It also keeps your brand from being forgettable. It’s easy to forget someone’s name if you’ve only seen it in writing. But once you meet them face to face, their name becomes more relevant. The same goes for your brand – your customers will remember it better if they come to see it as a personality, not just a name and logo. At Personalized Creative, our name reflects this approach. We treat every client as an individual, and we help every client share their personality with the world. In this article, we’ll look at ways to humanize your brand and build deeper connections with your target buyers.
Build a Vibrant Community Within Your Company – Then Invite Your Audience Into It
One of the best ways to humanize your brand is to create a community, starting with your team members. In addition to day-to-day responsibilities, get your team involved in extracurriculars such as:
Participating in charity events and volunteer opportunities that align with your values
Hosting product demos, Q and A sessions, and how-to tutorials
Giving interviews about your brand and their individual role
Appearing in YouTube videos, podcasts, or TikTok videos
When you make your company a great place to work, your audience will be drawn to the positive community you’ve built.
Humanize Your Brand’s Voice
There’s a fine line between sounding professional and sounding dry and impersonal. Your job is to sound relatable and authentic while showing that you take your brand seriously. Of course, partnering with influencers is a great way to humanize your brand. If you’re already doing this, consider the language your partners use when they talk about your products. There may be some elements you can reproduce in your own content.
Social media offers more great opportunities to humanize your brand. You should be directly interacting with users’ comments as much as possible. After all, that’s what a real person would do! Learn from the language your customers are using to talk to your brand and try to mirror that voice, at least to some degree, when replying.
Don’t Be Afraid To Look Silly
Let’s face it – it can be challenging to market a “boring” product. Deodorant, car insurance, and credit cards aren’t exciting on their own, but a great marketing campaign can change that. Humor is one of the best ways to turn an everyday necessity into a colorful personality. Think about the last time you saw a car insurance commercial on TV. There’s nothing funny about car insurance, but you still might have found yourself laughing at a lizard, an emu, or an overly cheerful sales representative.
The truth is that humor can be a highly effective marketing tool, but it can backfire and harm your brand’s reputation. Be sure to carefully consider your jokes’ timing, subject matter, and tone. A/B testing and focus groups can help you test your humor before using it in a campaign.
Harness The Power Of Storytelling
When you catch up with friends at a coffee shop or restaurant, there will probably be stories to tell. Storytelling is one of the primary ways in which humans connect, so sharing your brand’s story with your audience is a great way to build relationships.
Where did the idea for your product come from? How did your company get started? How does your product provide a “happy ending” to your buyers’ ongoing frustration with a problem? Remember that every good story involves some sort of conflict and resolution, even if it’s told through a 20-second video or a couple of pictures.
Work With a Marketing Team That Puts Relationships First
At Personalized Creative, we know successful marketing doesn’t happen without relationship building. We’ve got the skills it takes to humanize your brand, and we treat every client relationship as a top priority. Contact us today to get started!