The traditional marketing era is over, but it still left significant marks on the current marketing sphere. What is missing is to make your brand more human.
People are still skeptical of mass marketing and doubt the legitimacy of projects that are aimed at “everyone.”
Instead, they prefer a more personal approach, a strategy that shows a company cares about them. A paramount tool in accomplishing such an effect is social media.
Facebook, Instagram, Twitter, and other networks are successful because they allow businesses to have two-way conversations with their customers. To make your brand more human, you have to utilize them.
In this article, we’ve assembled a list of 8 ways towards having a “human brand.”
Know the balance
Customers nowadays want companies to show a human side. Amongst other things, this includes a sense of humor, as well as other informal types of interaction.
More and more brands are following this trend, but a lot of them have bad customer retention. Why is this the case? Most likely, this is because of a common mistake – overdoing it in the personality department.
“Oftentimes companies cross the line when it comes to being personal,” tells us Mike Aldridge, a senior marketing writer at EssayOnTime. “There is a limit where behavior can become inappropriate.”
For this reason, show personality on social media, but always stay within the rules of professional etiquette.
Develop a character
Brands are often connected to their products, but most fail to captivate their audiences. Due to a lack of willingness, many brands play it safe and strip themselves of a personality.
To truly promote your product and reach your targeted audience, you need to develop a character for your brand.
Witty responses to comments are one of the best ways you can show your character. Talking to vans via comment replies is the best way to gain a reputation.
After some time, your followers will be able to connect certain traits and connect them to your brand. This method alone increases brand awareness.
Always be unique
Every customer of yours is a unique person. While they are aware of that, they want their brand of choice to be exactly the same. To maintain integrity in this competitive market, you must tell your own story.
People love something that’s unheard of. The unique brand stories create narratives and, as we all know, narratives are the most powerful tool a marketer can have.
By telling your story over social media, you increase the range of topics you can cover with your audience. The more they find out, the more they’ll want to know. As such, uniqueness boosts engagement. You can increase your social community engagement with unique brand content that is interactive and collaborative with help from this company.
In the beginning phases of each brand, it’s key to find your identity. While these search periods vary from brand to brand, one thing should always be present. Patience.
In the beginning phases of each brand, it’s key to find your identity. While these search periods vary from brand to brand, one thing should always be present. Patience.
Before you find an identity, don’t assume multiple ones. Social media allows people to track the origins of your brand.
If you’re not patient before assuming an identity, you can very easily become contradictory.
To make your brand seem more human, you need consistency. You need to experiment with social media before you make your final decision.
An identity should sound and feel natural, all while being always present on your channels. After some time, it becomes a trademark for your brand.
A “behind the scenes” approach
Customers know about your services and the quality of your brand. But do they know the people and the stories behind the brand? If not, they should get to know them soon enough.
Establishing a behind the scenes access for your customers will make your team seem like a family.
Adding this warmth to your identity will immediately make your brand seem more human on social media.
Testimonial videos, live Q&As, and a story-oriented approach are all good examples of providing a “behind the scenes” access.
Letting people know more will improve customer retention and brand loyalty.
Tell a story
Every brand needs a purpose, and this purpose is best told using a story. Audiences love drama and unlikely outcomes.
If you can craft your brand story to seem more unlikely and “epic,” people will take more interest in your brand. Moreover, they will see your beginning, your purpose, and your goals.
To make your brand more human on social media, embrace the dramatic and literary approach.
As your customers are taken through a linear depiction of your success, they will want to be a part of the next chapter.
Humanize your brand.
Don’t let social media managers handle everything
Big brands all have social media managers handling their online presence, but you shouldn’t go “all out.”
To make your brand more human, you should be a part of your brand’s online presence as well.
Communicate with your audience using even your personal accounts. If a customer is putting up some complaint, offer to contact him personally.
When they see that a high-ranking brand manager is interested in their problem, everything will be easier.
Not only will they be flatter, but you will also get to meet your audience and get to know them.
In this day and age, pretty much everything is revolving around memes. More than any other form of expression, they are the best at reflecting thoughts and trends. Embrace them.
Ask people to make memes for your brand and organize contests.
Alongside video, memes have turned out to be the fastest and easiest way for a company to get their message across.
With this level of success, meme’s shouldn’t be ignored under any circumstances.
The bottom line
Form your brand’s goal into a story and embrace the ability to communicate with your audience. By offering “behind the scenes” contact, you will make people feel like they’re a part of the family.
Don’t be aggressive and stay motivated and creative. All in all, your brand will seem more human if you act like a human. Don’t adhere to every single marketing rule.
Serena Dorf is an enthusiastic content writer in Los Angeles. She is passionate about marketing, personal development, and public speaking. In her free time, she is reading classic American literature and learning Swedish. Feel free to connect with her on Twitter.
