Six ways to make your brand more personable

Don’t hide behind your corporate identity – make your brand more personable. Posted on Wednesday, December 16 in Building Your Brand.

We’re all on the lookout for ways to connect with clients and customers. Relatable marketing and branding efforts can go a long way to boost engagement and earn customer loyalty. More than ever, consumers are looking to connect with gregarious brands—and that trend won’t be going anywhere in 2016. Are you ready show a little personality?

Here are a few tips to help you show-off your brand in 2016.

#1: Be real.

If you want to be relatable, the first thing you’ve got to realize is that people do business with people. Corporate voice, tone, and messaging are important, but don’t forget to let your customers know that you are more than words. Your business is run by people, people that live and work in the communities your customers do. Show them a little personality.

In between some of your usual promotions and communications, pepper in some behind-the-scenes looks at your business:

  • Show parts of the building your customers don’t usually see.
  • Spotlight of a back-line employee working hard for your customers.
  • Post a throwback photo to illustrate your business’s rich history
  • Share some outtakes from your latest video blog or commercial.

You’ll be surprised to see how engaging these relatable tidbits can be.

#2: Be responsive (but stay classy).

Trite messages like “I’m sorry you feel that way,” are transparent and irksome. Avoid using formulaic responses when answering customer questions through email or responding to a negative comment or review on social media. Don’t be afraid to show personality in your customer relations messages.

Take this example from Sainsbury’s for instance: (1) 

Instead of issuing a templated response, Sainsbury’s showed off their sense of humor, making them look far more personable.

But don’t take that PR hat off just yet—you need to balance diplomacy and personality. Part of your brand strategy should be to determine what lines you don’t want to cross. In general, you’ll want to avoid negative comments. As Jeff Haden at Inc. put it: (2)

“Engage your audience, support varying viewpoints and spark healthy debate. But, as individuals, stay mindful that you represent an entity greater than yourself.” 

#3: Gather—and share—testimonials.

No matter what you call them (testimonials, feedback, endorsements, recommendations, etc.), word of mouth and consumer feedback are stronger than any marketing message. And sharing quotes from your satisfied customers who can attest to the quality and value of your goods and services is one more way to make your brand more real. So, it’s important that you never fake them—the truth always comes out.

Some additional tips for making good use of testimonials include: (3)

  • Include the customers’ full name, company and location (with permission, of course).
  • Encourage your customers to give specific details.
  • Use a video testimonial to add sincerity.

#4: Tell a good story.

Craig Davis, former chief creative officer at J. Walter Thompson, said it best: 

“We need to stop interrupting what people are interested in and be what people are interested in.” 

Storytelling is a powerful way to breathe life into your brand. When done well, it makes your business more authentic and creates an experience for your customers. It can also position your business as the expert in your given field and increase reliability and credibility.

Don’t got bogged down in the history, take consumers on a journey. As you sit down to craft your brand’s story, don’t forget to: (4)

  • Dramatize your message.
  • Engage your audience.
  • Create an emotional connection.
  • Alter the way people feel, think, act, and behave.

#5: Target your messaging.

Your customers will feel special when you talk directly to them. We know this because we feel it, too, but there’s also proof in the pudding. HubSpot found that marketers with only one email list generated a lower average click-through rate (7.3%) than marketers who segmented their overall email database into two-to-six lists (8.3%). (5)

When you’re speaking to a more targeted audience, you can tailor your copy, imagery, and links to those specific people and show more personality in what you’re sending or posting.

#6: Be consistent.

There’s no foul in abandoning an approach that is not working, but don’t develop a multiple personality disorder in the process. Consistency is key to achieving success in your campaigns. The same can be said for your efforts to infuse personality and become more relatable, so keep at it. Again, it comes back to your branding and marketing strategy. Develop your voice, draw-up some guidelines, and then have fun! 

We can help you shine.

Give it a try and see how your conversations with customers start evolving. We’re certain that you’ll be pleased with the results. If you would like to discuss any of these (or more!) ways to make your business more personable, or if you need some help, we’d love to hear from you. You can connect with us online or at 845.437.4783.

(1) Lake, Chris. “26 superb examples of agile marketing in action.” Feb. 11, 2013.

(2)  Haden, Jeff. “Be more personable on social media: 3 tips.” Aug. 13, 2013.

(3)  Avangate. “13 tips to make good use of testimonials.”

(4) NCM Fathom. “Storytelling is not just for campfires.”

(5)  Pitre, Andy. “11 great ways to ‘get personal’ in your email marketing.” June 11, 2012.

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