Brand Humanisation: How it Gives Your Brand a Competitive Edge
Customers increasingly value experiences, rather than things. With this backdrop, we’re noticing a shift in the way that consumers spend their money. If you can provide a fantastic experience, you can be sure that customers will purchase from you again. This is why humanising your brand so you can connect with customers is key.
With that being said, continue reading to understand how to humanise your brand so that you can experience more sales and take your business to the next level.
What is brand humanisation?
Brand humanisation means adopting a more personable and relatable communication style when you interact with your customers, rather than the usual business jargon.
The best way to think about this is the cultivation of your brand’s values and personality by creating meaningful connections with your audience.
Why is it important to humanise your brand?
Humanising your brand is critical because it enables you to form a deeper connection with your audience. It generates a feeling of trust. This is the sort of positive relationship that will lead to repeat purchases, and consumers will recommend your business to others as well.
A lot of people think that a ‘human’ brand is only critical for small businesses. However, this is not the case. When it comes to luxury brand designing, humanisation is also key. After all, when they are spending more, they expect the full experience.
Let your team be seen
Humans want to connect with other humans. So, if you allow consumers to get to know your team members, it creates that connection. Seeing a face instead of a logo can make a bigger difference than you may realise.
You can build relationships with a human brand
As social media is a dominant marketing tool, it gives brands the ability to create relationships with their audience. When you do this, it fosters credibility, loyalty, and trust.
Humanising your brand helps to tell your story
Finally, storytelling is one of the ways we communicate as humans. It helps to create an engaging environment where people can express their own opinions and thoughts with ease. You’ll also have more chances to connect with your audience and share your brand’s story.
What are the benefits of a humanised brand?
When you humanise your brand, it allows customers to have better experiences with your business. Customers are more concerned about the experience than ever before. If your brand is cold and doesn’t form a connection, the experience naturally won’t be as positive.
Following this, you can expect customer loyalty and satisfaction levels to increase as well. When someone has a positive experience with your business, there’s a higher chance they’ll want to purchase from you again in the future, right?
If you make your marketing efforts more humanely, this will not only boost satisfaction levels, but customers will start telling other people about your business. This means that your customers become brand advocates, bringing more people to your company.
How do you humanise marketing?
There are a number of approaches you can use to humanise your marketing efforts. Some tips we advise include:
- Go behind the scenes - One of the best ways to humanise your marketing efforts is to include some behind the scenes footage or details within your marketing campaigns. Social media posts and videos can work wonderfully here. Whether you’re volunteering, doing your usual day-to-day tasks, or sharing team stories, it’s a great way of showing the human side of your business.
- Be yourself - This may sound cliche, but it’s imperative. Every brand has its own personality and ethics, and it’s critical to stay true to this. If you don’t, people will get confused and a lack of authenticity will come across. Instead, if you be yourself, you allow customers to go on a journey with you. They see your wins, but they also see your struggles. After all, nothing is perfect in life, so being real is the best way of humanising your business and connecting with customers along the way.
- Share your story with transparency - There is a story behind every company’s journey, products, and name, so make sure you share this. People like when brands are transparent. It creates personality and it gives them a reason to want to follow you and support you. Make sure you stay relevant and that the stories you share are tied in with your brand values and mission. Always return to the “why” and share things that push you and give you the fuel to keep going.
- Engage with your audience and share original content - Sharing original, valuable content is a great way of inspiring others and encouraging them to ask questions. This engagement is kep in creating ‘human’ bonus points for your brand. The people you communicate with will experience a magnetic pull toward you, as they feel that you care about them beyond the sale, which is critical.
Tips to give your brand a human touch
- Leverage video marketing - People tend to feel more of an emotional connecting when watching videos, which is why it is a good idea to include videos into your marketing efforts. People feel more connected when watching a visually appealing video.
- Be creative - Images, animated GIFs, and memes are all great for showing your personality and creating posts that encourage engagement.
- Use content masterfully - Content writers can really help to bring a human element to your brand. When someone skilled in writing is the voice for your team, they know how to use words in a manner that is relatable and connects with others.
- Show your workforce - People much prefer to see a friendly face. They like to know the people behind the brand. So, one of the best ways of giving your brand a human touch is by sharing the fun you have at work and celebrating the contributions different members of your team make.
- Measure how successful your messages are - Last but not least, one of the great things about the digital age is that we are able to measure the performance of our marketing efforts with analytics. This will help you to get a good idea of what is working and what isn’t.
Looking at some brand humanisation examples
To help you get a better understanding, let’s take a look at some brands that have added a human touch well:
LeadFuze is basically a leads search engine. They’ve humanised their brand by mastering the content and delivering an incredibly educational experience. Every day, they post multiple pieces of content, with engaging formats used, including video and long-form blog posts and guides.
With this SaaS company, you have got a great example of how to humanise your brand via online communities. The team recognised that asking their consumer support team to answer technical queries in their online community was inefficient. So, they decided to make the process more fun for all parties by recording a TV-like video series titled the ‘Community Q&A.’ It solved issues people were facing while making it more enjoyable too!
3. Southwest Airlines
When we think of airlines, we tend to think about a lack of transparency and lots of fees! Southwest Airlines have recognised this, and so they’ve aspired to be the opposite of the stereotype. They do this by prioritising ‘transfarency,’ i.e. the fare you see is the one you pay, eliminating change fees, dropping bag fees, and ultimately, appreciating their customers.
Creating a ‘human’ brand is key
So there you have it: everything you need to know about how to humanise your brand effectively. No matter what type of business you run, having a human connection is critical. This is what creates a sense of loyalty and makes your customers feel cared about. It’s this sort of reputation that ensures you have repeat business for years to come.
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