How to Humanize Your Brand
Branding can be tough, especially for B2B marketers. Corporate branding is typically bland and formal, with no real connection to the audience one is marketing to. How can we ensure our marketing is meeting the needs of our audience in a world where consumers are actively searching for the “human” in brands?
Cut the corporate jargon and develop a brand tone. No, we’re not telling you to ignore your legal department. Identify what language, tone, and identity you want your brand to follow, and use it across all of your print and digital marketing collateral. If you follow the same approach as every other company in your industry, you won’t stand out. However, if you develop a personality for your brand that is recognizable, consumers will want to connect with you.
Transparency is key. Honesty is a value we appreciate as humans, so your brand should reflect those same values, too. Be honest about your products and services. Own up to mistakes. Share wins and losses. Trust is built when transparency is prioritized in your marketing.
Communicate openly and often with your audience. Nothing says “human” more than a one-on-one conversation. Gone are the days when you can’t reach a customer service department, or wait an hour on hold. Many brands are utilizing content channels to more easily speak to their customers. According to Twitter, 64% of customers on Twitter say they would rather message a dedicated support handle than call a business.
This also works for replying to comments and tags on other channels - positive, negative, and everything in between. This builds familiarity, trust, and a brand community.Bring your employees to the spotlight. From your c-suite to your coordinators, brands should utilize employees in their marketing strategy. Nothing says “human” quite like seeing an actual person on the other end of a post, email, or website link. Utilize quotes, testimonials, and events to properly humanize your brand.
Content marketing can play a huge role in humanizing your brand. There are various channels a company can utilize to connect with their audience:
Social Media Marketing
Website Marketing, such as Blogging
Email Marketing
Text Marketing
Influencer Marketing
Downloadable Content Marketing, such as White Papers, Case Studies, and Infographics
How are you humanizing your brand today?
