Humanizing your brand means giving it a personality people can relate to and connect with emotionally. The process involves illustrating that your corporation has values, beliefs, and even a sense of humor. Wherever there’s humanity, customer engagement, and loyalty are sure to follow.
Expressing your brand’s values, beliefs, and goals helps customers identify with them. In the age of social media and market competition, human touchpoints create lasting connections. And that benefits you and your customer.
Be entertaining
The best way to engage your audience is by adding humor or levity to your content. People love to laugh, and humorous content can go a long way in connecting with customers.
You can also use entertainment to break down barriers. This could be as simple as creating light-hearted videos or podcasts about topics related to your industry. Not only will you reach a younger audience by doing so, but you’ll also create a more informed audience.
Incorporate storytelling into your marketing
Storytelling is one of the most effective ways to build meaningful relationships. The more you illustrate your company, its history, and what it stands for, the more your customers will empathize with your message.
Talk about how your company was founded and any challenges you faced. You could also share customer success stories, new product features, or case studies.
This strategy will help customers relate to your brand and understand why it stands out from the competition. Your first point of contact should also know your brand’s story to be able to competently relay it to customers and answer any questions they have.
Develop a genuine, personable tone
When developing a tone for your marketing, prioritize a genuine and personable approach. This means creating content that speaks directly to customers in terms they understand and relate to. It should be down to earth and inviting, yet still professional.
For example, if you’re in a retail space that focuses on trendy items, you could share a funny meme to emphasize how awesome your products are while relating to your audience.
It’s also important to be consistent with your tone so customers quickly recognize what kind of experience they can expect from your brand.
Showcase team members
By highlighting your team members, you can show customers the people behind your brand.
Share stories about how team members have gone above and beyond for customers or talk about the skills and achievements of each individual. This creates transparency and helps your audience decide whether they trust your company and team.
Use social media to feature team members in fun activities or quick interviews to give followers a glimpse into life at your company.
Showcase projects
It goes without saying that you should be motivated to participate in community projects with altruistic intentions. However, it also helps that these same projects can showcase your priority in making the world a better place. Your customers will feel more confident in supporting something meaningful and inspiring when they purchase from your brand.
You may find that customers will hesitate to support your brand unless you’re involved in some sort of community project. Today, 75% of consumers expect companies to give back — amplifying your team’s efforts could invite customers to become part of a larger story.
Highlight projects such as donating to charities, sponsoring events, or helping local businesses. Share your involvement on social media and encourage employees to make a difference in their own communities. Through this outreach, you can connect with other charity volunteers; you may actually encourage your own customers to make positive changes as well.
Encourage and share user-generated content
What is user-generated content? It’s when customers showcase their personal experiences with your products or services. It could take the form of reviews, photos, or videos where customers talk about how they use your items in their daily lives. This is akin to reviews, which encourage other potential customers to purchase after seeing others had a positive experience.
You don’t have to beg your customers to participate, either. For example, you could host a competition or giveaway where customers can share their stories or pictures of your products for rewards. This will show customers you value their opinions and want to hear what they think about your brand.
Personalize outreach
Instead of generic messages and emails, consider crafting personalized messages for each customer that show you’re paying attention to their needs and preferences.
For instance, if someone has previously purchased something from you, email them offering complimentary products or suggesting similar items they may like. If you offer a discount, tailor it according to the customer’s past purchases. This will show you remember who they are and appreciate their loyalty.
Reward customer loyalty
Although your ultimate goal as a company is to gain as many customers as possible, this can be easily lost if you don’t appreciate the customers you currently have. Customer appreciation is the best way to encourage their continued loyalty. Offer discounts or special promotions tailored to their interests or create a loyalty program with exclusive rewards.
Send customers personalized thank you cards or gifts to show you appreciate their support. This kind gesture will make customers feel valued and appreciated, which can help build stronger relationships with them.
Maintain open lines of communication (that aren’t machines)
In the age of AI, communicating with people rather than bots has become a rarity. In response, customers want to feel understood and appreciated, so being able to communicate with human representatives will go a long way in creating an emotionally resonant connection.
It’s crucial to have multiple contact points for customers to contact with any questions or concerns. This could include:
- Live chat support: A customer service representative available 24/7 to answer any queries.
- Virtual receptionists: Remote workers who can field questions for a business when closed.
- Small business answering services: Dedicated customer service representatives who can answer questions after business hours.
- 24-hour business answering services: A customer service rep who can answer both basic and complex questions anytime.
The more contact points your customers have, the more connected they’ll feel to your brand.
Remember who your customers are
No customer is the same. Each one has unique needs and preferences. It’s important to get to know who they are, their values, and their desires. Remember who they are and how best to reach them. Take time to understand how your information is relevant to them. And then use that knowledge to personalize your communication accordingly.
A few ways to better understand your customer base include:
- Collecting survey data;
- Analyzing customer feedback;
- Implementing market segmentation.
For example, consider investing in an automated bilingual virtual receptionist answering service. Providing this service lets customers speak to a person who speaks their language and is more capable of understanding their desires — making them feel appreciated.
Seek to genuinely educate your customers
Education is key to building trust. The more you establish reasonable expectations and education among your customers, the better they’ll understand what you can offer them. They’ll be less disappointed. They may even respect you for it.
You can do this by explaining your products, their features, and how you differentiate them from the competition. Take this extra effort and prioritize honesty; they’ll know you care and you aren’t simply interested in selling them something.
You can also create a blog or newsletter that provides relevant content, such as:
- Tips and tricks for using your product
- How-to’s on troubleshooting,
- Exciting industry news.
You’ll be an authority on the subject. But you’ll also show you’re willing to help customers — even if it’s free.
Prioritize employee fulfillment and happiness
Why does it matter so much for your employees to feel fulfilled and happy? Because it shows in their interactions with customers. This is why it’s essential to prioritize employee wellness, satisfaction, and development.
You can promote wellness by encouraging regular breaks throughout the day and providing the resources needed for success. This will help boost morale and increase their engagement, creating a positive atmosphere and ultimately leading to better customer experiences.
Plus, by investing in their growth, you can foster a culture of excellence. And that will benefit your team and customers.
Overall, human connection is a powerful tool not to be underestimated. Building meaningful relationships with customers creates an atmosphere of trust that will leave a lasting impression.
Want to learn more about keeping your brand human? Book a free consultation with our customer experience experts today.
