In the fast-paced world of digital marketing, where competition is fierce, one thing stands out as a game-changer: authentic and relatable content. In this blog post, we will delve into the significance of humanising your brand and explore practical strategies to build trust and connection with your audience.
Establishing a genuine connection with your audience is paramount in an era dominated by online interactions. Authentic content has become the cornerstone of successful brand strategies, creating a space for meaningful engagement and trust.
The Power of Relatable Content
Relatable content is the heartbeat of audience engagement. It goes beyond product features and services, resonating with your target audience’s human experiences and emotions. Successful brands understand this and leverage relatable content to create a lasting impact.
Let’s face it – we’re all a little tired of the perfectly polished content we consume, and we can spot a marketing pitch from a mile away. Yes, as a business, you do have to market your business to make sales, but there are ways to do it that aren’t so in-your-face.
The best content types are those that show real moments and tell your audience, “We see you, we get it, we can help.”
Understanding Your Audience
To humanise your brand effectively, you must first understand your audience. Conducting thorough audience research allows you to tailor your content to your target demographic’s needs, preferences, and pain points.
It also reduces the time and money you’ll spend creating content and running ads that miss the mark because they simply aren’t reaching the people you want to reach.
Showcasing the Human Side of Your Business
Behind-the-scenes content: Pull back the curtain and give your audience a sneak peek into your company culture. Whether it’s a fun office event or the day-to-day workings, these glimpses humanise your brand.
Employee spotlights: Introduce the faces behind your brand. Highlighting team members’ stories and expertise fosters a personal connection between your audience and those driving your business.
Customer testimonials: Real stories from satisfied customers build credibility and trust. Share testimonials that showcase your product or service’s positive impact on real people.
Building Trust Through Transparency
Transparency is the cornerstone of trust. Be open about your challenges, successes, and the journey your brand is on. Customers appreciate honesty, strengthening the bond between your brand and its audience.
This transparency can be achieved by sharing your company’s values, mission and goals and backing these up in your ongoing content. Showcase projects your brand is working on, be open about challenges you’re facing, and where criticism is given, acknowledge it and take action.
Consistency in Brand Voice
Maintaining a consistent brand voice across all platforms is essential for making your brand feel authentic. Whether it’s your website, social media, or marketing materials, a unified and relatable voice reinforces your brand identity.
The first step is to establish your brand voice. Is your brand witty? Are you more authoritative? Do you want to come across more as a friend or an advisor? Once you’ve decided, ensure all your content matches this tone.
Your followers should be able to read your content and recognise the source from your tone. Grab my Client-Attracting Message workbook to identify your ideal message and voice and attract your ideal clients.
Utilising Social Media for Human Connection
Social media platforms offer a unique opportunity for direct interaction with your audience. Leverage these platforms to share engaging content, respond to comments, and actively participate in conversations to foster a sense of community.
And don’t wait for followers to come to you – take some initiative! Know where your ideal audience is and interact with them there. Cheer them on or offer advice; your brand persona will dictate how you interact.
Embracing Vulnerability and Authenticity
Authenticity often involves being vulnerable. Share stories of challenges, setbacks, and lessons learned. Your audience will appreciate the realness and authenticity. While vulnerability is valuable, striking the right balance between authenticity and professionalism is crucial. Maintain a tone that aligns with your brand image.
At the same time, encourage them to share their stories to deepen their sense of connection with you further.
Case Studies: Brands That Mastered Humanisation
Explore successful examples of brands that have humanised their content effectively. Learn from their strategies and discover key takeaways that can be applied to your brand.
Nextiva has compiled a great review of top brands that have mastered humanising their messaging. Notice how each brand doesn’t focus on the literal product or service they sell but rather the experience or lifestyle.
Nike highlights athletes.
Go Pro shows the adventures their users go on.
And one of my favourites is Wendy’s, which has become known for its snarky comments.
Humanising your brand through authentic content is not just a trend; it’s a necessity. As you implement the strategies discussed in this blog post, remember that building trust and connection with your audience is an ongoing process that requires dedication and consistency.
Now that we’ve covered some easy ways to humanise your brand review your current strategy and see if it checks these boxes. If not, try implementing one or two of these approaches for a week and make a note of any differences.
If you don’t yet have a strategy, let’s chat! Send me an email at wordsmith@writeheadspace.com, and together, we can Get It Write so you can put your business out there!
Now my focus is on using all that I’ve learnt, and everything I know about marketing and communication to help entrepreneurs like you gain clarity on how to market your business. Hiring a marketing agency or spending thousands on campaigns might not be possible now, but your business deserves to be seen. And together, we can make that happen!