Humanizing Your Brand

emotional brandingIn the last 10 years, we’ve seen a trend in the marketing and advertising world of companies humanizing their brands and looking to develop a stronger, more sincere connection with a consumer. This emotional connection is strategic, meant to secure a long lasting, loyal relationship with a customer.

It is estimated that the average consumer is exposed to over 5000 ads each day. It is no wonder marketers are looking to find a more strategic way to reach their audiences, and reel them in for the long run.

So how exactly can you humanize your brand and set yourself apart from your competitors? I’ve outlined a few tips below:

  1. Establish an emotional connection
    • Consumers respond to content that is personal and meaningful to them, so once you’re able to zero in on what that is, you can target them effectively. Showing that your brand is associated with a passion or cause will help shed a positive light on you in the eyes of the consumer.
  2. Show that you’re listening with action
    • The best way to earn the respect and trust of your consumers is to value their opinions and feedback, and respond with action. A consumer feels an immediate connection to you when they feel like their voice has been heard.
  3. Prioritize the relationship
    • While it may be difficult, the relationships with your consumers have to be put ahead of your bottom line. You need to trust that the relationships you develop with your consumers based on trust and respect will be a lasting source of conversions.
  4. Follow through
    • Understand that when you humanize your brand, you’re making a commitment to your consumers to care about the passion and emotion you’re bringing into the mix. They’re engaging with you as a result of you caring about something, and that means you must always follow through on what you’re portraying.

While the benefits of humanizing your brand can be fruitful, it is also a large commitment. It is not simply a band-aid solution to marketing woes, it is a redefinition of your brand and what you stand for, and something you need to consistently deliver on once in place.

What are your thoughts on creating emotional connections with your customers to increase engagement with your brand? Let’s discuss…

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One comment

  1. Excellent blog. The one additional thing I would add is that make sure that you have occassion to reach out and touch your customers and prosepcts to reinforce the brand message several times during the year, beyond straight direct marketing.

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