Have you ever thought about what makes people identify with a brand? Besides the obvious — the product or service offered — there are also other factors that contribute to this. Most of them, directly or indirectly, are related to human characteristics. When someone praises an efficient service, they are appreciating the concern in solving consumer problems. Caring about others is, before all, a human trait.
What do we mean by that? Humanizing your brand is a great strategy to make people see much more than a simple company: they will see a reflection of themselves. Check out some tips on how to do this:
Find your tone of voice
The tone of voice is an extension of the brand personality and helps you say what you want. You know that extra touch and personality that separates the common brands from the special ones, don’t you?
Netflix, for example, uses a humorous and informal tone, but that’s relative. The ideal tone of voice for your brand can be serious or casual — that will depend on the company’s product, audience and identity. Talking with consumers as people, and not just as customers, is a great step to humanize your brand.
@SwansonsBroth Pick you up at 8?
— Netflix US (@netflix) September 29, 2013
In the midst of so much content, people are looking for authenticity. According to Stackla, 86% of consumers believe that it’s an important factor at the time of choosing a brand. What does being authentic mean for a brand?
Besides offering a good service, authenticity also means being honest. Acknowledging mistakes, explaining the situation and apologizing are attitudes that make the brand feel more like a flesh and blood person. After all, making mistakes is human.
Honesty is essential at the time of service, but is not limited to it. The brazilian candy brand Halls suffered after a change in one of their products: consumers didn’t like the change and complained a lot. The company then heard what they had to say and used their mistake to relaunch the old product, but with one important detail: making it clear that customer satisfaction was crucial to the brand. Check it out:
From the data, it’s possible to get to know your audience and understand what they like. The key, then, is to create custom content – that’s what consumers expect from you. This way, they feel they have a relationship with your brand and are part of it.
Tickets sent along with the product, for example, are great examples of how customization bring your brand closer to customers and sends out a more human image. After all, when you think of a message, imagine that there’s a person behind it.
— Stephanie Longshore (@stephlongshore) May 11, 2018
It’s important to remember that nobody likes having data exploited, especially after the Facebook and Cambridge Analytica scandal. It’s important to make clear what exact information your company collects. Remember: being transparent is also a human trait.
The best way to make your brand more human is to interact with customers on social media and through the good old phone (but when we say old it’s just a way of talking. Phone only service is now a story for grandparents: “Back in my days…”)
Don’t expect the customer to come to you showing the characteristics that define you. Today, the opportunities to interact with your customers are endless: show the company’s day to day, refer to the public on certain issues, answer customer questions, take advantage of trending topics to talk about something current, introduce the employees etc. Consumers love to find out more about the brand, and it’s the small interactions that give the human touch to the company.
You might consider moving
— Wendy's (@Wendys) February 15, 2017
There are many traits that can compose the identity of your brand. To have a more human appeal, you just need to send a human message — the tips above will help you with that. Find those that most fit your product and show people what makes your company so unique. Ready to have more than just ordinary consumers? 😉