How to Build a Brand that Connects (Humanize Your Brand)
Anthony Santiago • March 8, 2018
If you want your prospects and audience to connect with you, you have to create a brand that is less “business” and more human. Why? Because people buy from brands they trust, from brands that they feel understands their needs, and from brands they can relate to.
To “humanize your brand” means you must leverage emotions.
Talk to your audience like they are friends. And it means that you understand them deeply; probably better than they understand themselves.
Take a look at some simple things you can do to humanize your brand and build a stronger connection with your audience:
Converse with Your Audience
Think about the difference between these two approaches. One company schedules social media posts in advance. They upload a week’s worth of posts and then turn their attention to other activities. The social media marketing box has been checked.
The other company uploads a post engages with followers and influencers, and immediately responds to comments, shares, and mentions on social media.
What do you think creates stronger relationships and connections?
If you’re leaning toward the company that engages with social media followers and has real-time conversations, you’d be correct. It’s vital to show your audience that you appreciate and want to engage.
Create a Personality
Brands can, and should, have a personality. You can be kind and gentle, empowered, funny, and so much more.
Consider creating a persona for your company.
That persona should have human traits and behaviors. Then communicate those traits and behaviors in your online and in-person communications. Laughing, crying, and even empowering your customers creates a strong – and human – connection with them. Again, we buy from companies that we trust, and you can bet that people tend to trust companies more when they feel they’re relatable.
Leverage Emotions
Remember that your prospects are experiencing real emotions when they are trying to resolve their problems. They’re frustrated, overwhelmed, angry, hopeful, eager, motivated and so much more. Leverage those emotions in your content, advertising, and in communications.
Understand what your prospects are feeling; identify those emotions. Doing so forges a strong, and trusting relationship.
If you’re looking to build trust, increase conversions, and increase your customer’s life with you, then it’s time to look at how you can build stronger connections. It all goes back to being more human and strengthening relationships with your audience by communicating human characteristics. Is a business human? No. Is it run by humans? Absolutely. Remember that.
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