Humans connect to, relate to, and trust other humans. Humanising your brand is a powerful tool to help people connect to your brand, making them more likely to buy your products and use your services.
If someone doesn’t trust you, then it’s highly unlikely that they would want to do business with you. Providing a human touch to your brand demonstrates that your brand goes beyond just a money-making machine, and shows people that you truly care about what you’re selling.
What Does Humanising Your Brand Mean?
Essentially, humanising your brand means being personable in the way you communicate with prospects, leads and customers. It’s all about personal relationships. It encompasses the idea of cultivating a brand personality though making meaningful and memorable connections with your target audience.
Everything you post is crafted in a way that makes personal connections with your audience. This helps your brand appear warm, allowing you more opportunities to grow.
Read Now: How To Make Your Content More Accessible
Why Does Brand Voice Matter?
People respond to people – it’s that simple. People are innately social beings. We crave connection and interaction. Most often than not, a customer is going to choose to interact with a person over a cold corporate entity.
Giving your brand a human voice will put it at a distinctive advantage. The digital landscape is crowded and by using brand voice you stand out from the crowd.
According to a survey conducted by Sprout Social looking into why some brands stand out more than others, 40% said memorable content, 33% said distinct personality and 32% said compelling storytelling. Here, in all three aspects, we see the importance of brand voice.
7 Ways to Humanise Your Brand
Put a Face to Your Brand
Putting a face to your brand will help people value, trust and relate to it. We respond better to real people – people we can put our faith in. Why not add a page showing your brand’s team? This will not only show off the human side of your brand but will also give your visitors an idea of the people behind your brand name and logo, and what to expect when they make a purchase from you.
Benefits of putting a face to your brand include:
- Removing doubt about business management
- Helping you stand out from rivals who don’t include their face in their brand image
- Giving your brand more authenticity by having an actual person associated with it.
Be Consistent in Your Voice
Maintaining a consistent voice for your brand is a necessity. People tend to behave in a way that is consistent with their personalities, and the same should be true of your brand. Your branding should always be consistent with who your company really is. This makes you appear more relatable and trustworthy to your audience.
The best way to maintain consistency with your brand is to establish and maintain a brand style guide that your employees can refer to.
Tell Brand Stories
Brand storytelling is using a narrative to connect your brand to customers. It focuses on your brand’s value and what you stand for. It’s an effective way of weaving together the facts and emotions that your brand evokes, bringing in more customers.
As human beings we find ourselves telling stories naturally. We create narratives to find meaning and to make sense of things. Storytelling can connect us with our emotional core and help us to be vulnerable.
As a result, brands can use storytelling to authenticate their brand and build trust with their visitors. Good storytelling also shows that you understand your consumers, by creating memorable and meaningful connections with them.
Using video is one of the most effective ways to capture and retain people’s attention. This makes it one of the best ways to humanise your brand and improve its engagement.
You could include:
- A short video that includes members of your team
- A tour of your headquarters
- A brief interview with the founder
- Customer testimonials of your products
- A demonstration of your products.
Take a Stand
More and more buyers are becoming belief-driven. When it comes to prominent social issues such as the environment, gender equality, diversity and acceptance, people are taking a stand.
Your brand should take a stand too. Buyers like to make purchases from brands that share their view on certain social issues and values that drive humanity.
It’s best to stay away from sensitive topics like politics and religion. Engaging in this can harm your brand’s reputation.
Write with Personality
Have you ever clicked off a page so fast to save yourself from falling asleep? This is what happens if you write in a monotone, stuffy voice. Try to keep your writing simple yet engaging. Don’t try to sound smart with “big words”. Your readers can tell when you’re trying too hard and won’t be receptive to it.
Infuse your posts with some personality. Spice up your content with humour. Pull at the heart strings. Connect with your audience. Showing off some personality is a simple and effective way to grab attention and sustain interest.
Build Relationships with The Sales Funnel
The sales funnel is a marketing method based on the “buyer’s journey”, from brand discovery to final purchase. Each stage of the sales funnel is a step that someone has to take in order to complete a purchase. How you approach potential customers should be different at each stage, to encourage them to move along towards a purchase.
To use the sales funnel, take your time and find out what questions your ideal customers are searching for. Then provide content that answers those questions. This will help build trust, authority and credibility for your brand throughout the sales process.
Think about what questions your customers are asking at each stage of the funnel:
- Top-of-the-funnel content focuses on answering questions related to your industry from a broad perspective.
- Middle-of-the-funnel content provides potential customers with more information about your brand and product.
- Bottom-of-the-funnel content helps customers seal the deal. This can include free trials or discount codes to your products and services.
At the end of the day, it all boils down to this: people do business with brands they trust. The best way to build that trust is by communicating with your audience. Let them connect with your brand and watch it grow.
- Using Memes to Promote Your Business on Social Media
- How To Make Your Content More Accessible
- How to Make Your Website Design More Appealing to Customers
- Why Your Business Needs Freelance Writers and Where to Find Them
For more advice and ways to help improve your marketing strategy, contact us here at Floodmaker today.