Creating a consistent brand is important for a company, but to most entrepreneurs and marketers, ‘branding’ means hiding themselves behind a façade of what they want the company to be. Soon, the brand takes over all of their public communication. As it grows, it also influences internal communication until the point where they’re just one big ‘We’ and forget that the company is made up of individuals.
People want to reach people at the other end of an email or on social networks, not inanimate brands that spout marketing jargon. Realizing this one simple fact can help you get more popular with your customers. Here are 15 simple ways to humanize you brand:
1. Engage, don’t educate
In other words, cut out the constant hard sell and marketing speak. You don’t have to keep talking about your features all the time, hoping that repetition will ‘educate’ your customers.
2. Foster an emotional connect
Tell a story. It’s the best way to tell people about your products and features without sounding like you just want to sell them something. For instance, take a look at this video ad that Google made for its Indian audience.
3. Reply to tweets, messages and mentions
When people take the effort to spread the word about you, the least you can do it is acknowledge it and show them that you appreciate it. Always reply to messages, tweets and mentions as quickly as possible. It shows them that you’re approachable. Honda did something even better. They responded to customers’ tweets with real-time Vine videos.
4. Showcase people along with your products
You need to humanize your brand, literally. Put up author bios on your blogs, showcase people’s photos and interests in your ‘About’ page and share pictures of team activities with write ups.
5. Encourage employees to be socially active
Encourage people in your organization to be socially active both inside and outside your company. Remember you need to humanize your brand for your employees as well and the best way to do that is to connect them with the people they work with.
6. Be sincere in your apologies
It’s hard to take the flak when you’ve messed up, but steel yourself and apologize publicly. Playing the blame game is not going to make you look good or absolve you of your mistakes. And don’t just stop with an apology. Fix whatever’s broken and get back to your customers with results.
7. Ask for people’s opinions
Have a blog? Do people follow your social profiles? Ask them for their opinions to make them feel included in the decision-making process to some extent. And don’t get confrontational with customers who may say something negative or abusive. Handle it like a professional.
8. Be there for your customers
When your customers need help with your products or services or want to talk to someone before they make a decision to buy, it’s your job to stay on the job and help them out. If you respond quickly with relevant answers, you’ll get customers who will do your marketing for free.
9. Reach out personally
Sign your name at the end of emails, not the company’s.
10. Crack a joke
Don’t take yourself too seriously. It’s okay to tweet something witty or share a funny video with your Facebook fans. Laughter is a very human emotion and everyone likes a good joke.
What have you done to humanize your brand? Tell us about it in the comments.
So, what do you think ?