A Guide to Humanizing your Brand
In the modern world, there is a blurred line between work and home. Because, more often than not, we find ourselves attached to our devices 24/7; connecting both the professional and personal elements of ourselves.
This means that our association with businesses is changing. It used to be that we sought out products and services in a different way than we contacted friends and family. But today, it is all done in the same way.
What does this mean for business? That we must strive to bring the personal touch into our business. I call this ‘humanizing’ a brand. It means making the interaction with a brand feel the same as interacting with a person.
The experience matters most
Yes, your customers are buying a product or a service, but more than that they are buying an experience from you. They are wanting to feel something when they buy from you.
Think about the feeling you have at an Apple store, or the Nordstrom sales experience. Neither of these has happened by accident. Every interaction is curated, planned, refined and that is what makes them stand out. It is the same at luxury resorts and hotels, they take the time to consider how it feels to experience their services.
Quality must come first
To create a great experience, you must make sure that there is a high level of quality in what you do. When something is high quality, it makes us feel like we want to use it again and recommend it to others. Quality products and services create brand trust. And that trust builds lasting relationships.
Cut the sales schtick
The temptation to try to squeeze a few extra dollars out of somebody doesn’t work anymore. People can see through manipulative or insincere behavior very quickly. If there is no genuine intention, then the person will be able to sense it. A person is much more likely to purchase from a brand that they feel is honest and has good values.
This is why your brand must align with your values. The values should guide your daily actions and interactions. Both with your team and your customers. When customers feel like you care, and that you are a genuine person, it creates an incredible experience for them.
Use human behavior
When interacting with a ‘customer’ some people will suddenly lose their personalities. They will behave in a cold, professional way that makes them seem less warm and friendly.
While this was more common in the past, in today’s world, we resonate most with those that are friendly, warm and engaging. This is why you should be human in your branding and your behavior. Use humor, honesty, and emotion where you can to grow a sense of reality about your brand. When people feel like you are just like them, they will want to buy from you.
Offer true value and solutions
When it comes to running a business, you are always solving another person’s problem for them. They are paying you to make things better, and take away their pain. The better you understand this, the more you can solve people’s real pain points. This both shows them that you care and that what you offer is worth the money.
For products or services that have intangible benefits, this is crucial. If a person feels better after working with you, then that becomes a reason to keep working with you in the future.
In conclusion, remember that a company is a living breathing thing. It must be nurtured and cared for. It takes work and attention to grow your brand trust in the marketplace. And it all starts with humanizing your brand and focusing on creating a great experience.