How Humanising Your Brand Leads to Better Engagement
by Karen Rollins May 20, 2021
Most human beings are naturally sympathetic and empathetic, which means we relate to one another and find it easy to put ourselves in someone else’s position.
Have you ever watched a clip of someone walking into a door and found yourself wincing? Or had a happy text from a friend or acquaintance and smiled while reading it? These reactions demonstrate how most humans are wired to interact with each other.
We see ourselves in other people, and that’s why stories with a human angle and perspective particularly resonate with audiences around the world.
Most marketers understand the human connection and use it in advertising campaigns to provoke a response, whether that’s laughter, sympathy, anger, or any other emotion that will make a product or service more memorable.
Humanising your brand, or putting a human face to your company, will also separate you from the competition because no one has an origin story like you.
But what does ‘humanising your brand’ mean?
Your customers want to know who you are because people are interested in other people.
When customers know details about the individual/s behind a brand, they are much more likely to buy that product or recommend it to others. This is why, for instance, the ‘about us’ page is so important on websites or social media platforms.
Your customers want to know your story, when and why you started your company, the challenges you faced and how you overcame them, what your future plans are etc. They want to know you on a personal level and whatever makes you unique.
Once your audience feels that they know more about who you are, they will like and trust you more, and become increasingly invested in what you have to offer.
How do you humanise your brand?
Beyond creating the essential ‘about us’ website page, social media content is the key to humanising your brand and keeping people engaged with your product or service.
Posting genuine and authentic content consistently online will build your community, boost loyalty, and enhance your reputation.
We suggest giving people glimpses into life inside your company; introduce yourself, your staff, and their stories; share some expert tips and advice; host live Q&A or FAQ sessions on Instagram, Zoom, LinkedIn, or Facebook; post ‘exclusive’ behind-the-scenes footage or photos; take your customers on the transformation journey of an idea from conceptualisation to reality. Be imaginative!
And don’t feel pressured to write an essay with every post either. Just one sentence alongside a photo, gif, meme, or short video will make an impression and help give your business a human face that people will remember.
Think of your customers as a group of friends and you’ll probably strike the right tone. But content should never be forced because then it might come across as fake.
In addition to posting your own content to tell your business story, you should be prepared to seek out and accept any credible media opportunities. Interviews in the form of articles, videos, or podcasts will give people additional information about your history and motivation, which will add to your likeability.
Why humanising your brand is essential
We’ve touched on some of the reasons why humanising your brand is important, but here, in summary, are a few of the main benefits:
- Humanising your brand gives it personality, integrity, and substance. When people feel as if they know you, they will usually stay loyal.
- Showing the human side of your brand gives it a face which builds authenticity and credibility. If people like you, they are much more likely to trust you and buy something from you.
- Taking every opportunity to talk to your clients on a human level shows you value your relationship with them. And remember, communication is a two-way street, so if people take the time to interact with a post, make sure you acknowledge them and respond, even if the feedback is negative.
- People connect with people. Showing your customer who you are, what you’ve been through, and how you hope to progress, will help them to become integrated into your ongoing business journey.
- Keeping the human side of your brand visible makes it approachable, relatable and reachable.
Humans are warm, brands are cold
So, now it’s clear why humanising your brand matters; we hope you’ll be encouraged to share more of yourself with your customers.
Putting yourself out there and showing people who you really are can be scary, but it will be worth it to make a long-lasting and meaningful impression.
Yello’s team of consultants can offer expert advice on the best ways to humanise your business – contact us today.