Humanizing Your Brand

In an age of choices and options upon options, you want people to choose you.    You want to stand out from the crowd.  Whether you want to sell your product, provide a service, or grow your audience, you must build credibility and authenticity to draw consumers to you, your business, your service, and your brand.  It is not the most straightforward task, nor is it an impossible challenge.

As a business owner, a service provider, or a creative, your brand needs to be able to reach your audience on a personal level to leave an impactful impression and a lasting relationship.  It becomes a question of how you form that connection.  In last week’s article, in research conducted in 2021 by Stackla, the AI-powered platform for global consumer brands, 88 percent of consumers say that authenticity is a key factor when deciding what brands they like and support, while 46 percent of consumers say they would pay more for brands they can trust.

Humanizing your brand becomes integral to your process to make those connections, grow your business, and gain loyal customers. People respond to people—not automated marketing tactics or robotic phone calls. To humanize your brand, you need to identify what makes it unique and then infuse it with your style and personality. You need to be consistent in your messaging as it aligns with your core values and goals as a brand.

Humanizing your brand involves engagement, transparency, authenticity, consistency, and acknowledging community.

Engagement

Interaction is key. To engage your audience, share relevant content that inspires and encourages questions and reactions. Triggering conversations with your consumers is a great way of showing that you are paying attention to them and caring about their thoughts. You can even take it further and use your platform to highlight them when relevant. This encourages them to share their stories and experiences related to your brand.

Transparency

Behind every journey, company name, or passion project is a story. Sharing your story of how your brand came to be makes you likable. It makes people want to keep on supporting you. Tie your story with your mission and your values. Share why you do what you do. It will not only inspire your audience, but it will also have them root for your success and create lasting relationships. This is also a great way to showcase your team – what they do and how they work with your brand.

Authenticity

Polonius in Hamlet had it right: “To Thine own self be true.” As clichéd as it sounds, be yourself. Opening up to your audience connects them to your brand. Be willing to share the ups and the downs with them. Take your audience behind the scenes and show them the people behind the brand. Showing a vulnerability in a way that still speaks for and supports your brand deepens the connection. 

Consistency

To establish credibility, you must be consistent in the services you provide or your product and your messaging. The story you share must be consistent with your brand’s core values and vision. Your engagement with your audience must be consistent. People will trust your brand more when they know what to expect.

Acknowledging Community

Involve your community in showing your brand. Thank the people who support you, especially those who have been there since day one. Collaborate with your local community. Reach out, give back, and support others who are starting their own journey. By showing your appreciation and your willingness to grow and support those around you, you make your audience feel like they are part of your journey and are invested in your success.

Humanizing your brand is about making connections, building trust, and lasting relationships with your audience and community.