In any business, you can easily compare this new venture to having a newborn baby. Starting from scratch and building your brand to become everything you want and more can be difficult. But when you begin to humanize your brand, customers can relate and see the greatness unfold throughout the process.
Making your brand relatable is the key ingredient to any business. People naturally want to understand why you are doing what you’re doing, and many want to take part. When you start to dive in on how your brand relates to your audience, it’s the perfect way to navigate future decisions and see what you may be missing. Relatable branding can soon lead you to the customer loyalty you’ve always wanted.
Build a Brand Persona
No matter the type of business field you’re in, you want to establish a voice for your company and stick with it. A brand persona helps you figure out exactly who your brand is outside of what you offer. Consider it an avatar in a game that will help you gain more customers. Through a collection of personality traits, attitudes, and values that your brand displays consistently, your idea comes to life, and people are able to relate to it. This realistic representation can make a real connection with those who are introduced to your brand and want to know what else you provide. An authentic persona can also assist in establishing trust with customers and maintain loyalty in a way that doesn’t have to be forced. They truly understand the brand and resonate with your mission.
The internet has made it seamless to be able to share more of yourself through your brand, and people want to see more! Instead of hiding behind a logo or a product, be relatable by allowing your audience to see exactly who your brand is because it’s never going to be perfect all the time. Now, this doesn’t mean to air out your dirty laundry on your business platform, but honestly builds connections, and by displaying your brand on a personal level, you will begin to notice customer trust, respect, and loyalty. Share your greatest achievements as a business, as well as those hiccups in between. No one is perfect, and no brand is either, so be transparent with your audience and allow them to see everything that makes your brand uniquely yours.
Build A Community
We all have our go-to people in this world that we can depend on for love and support. Brands are no different. A successful brand has an active community that cares about them their progression in the business. Although this type of support takes time to build and requires a lot of quality interaction on both ends, it pays off long-term, especially during those difficult periods, which are inevitable in this ever-changing world.
Make it known how much you value your customers as a brand and narrow in on what they have to say. The great thing about the internet is how accessible brands can be to their audience and the level of engagement that can happen at any given moment. By nourishing those connections, you can create a circle of people who love your brand just as much as you do.
When others see how relatable and accessible a business is, they tend to want to be part of the action and see what the hype is all about. But remaining professional should still be your top priority. The slippery slope of brands being too comfortable with their audience could lead to a misunderstanding that you don’t want to happen. Continue to make those deep connections and build a community that will stand by you through thick and thin.
Be a Friend
People give a lot to brands they love. Whether it’s their time, attention, or hard-earned money, it’s a memorable exchange to be able to buy a product or service that you really like. While some businesses take advantage of this process, it’s essential to be a brand that can also be a friend. This typically means being helpful and attentive while also staying respectful and caring. The number one reason customers can trust brands is that they know they deliver quality goods and services. But beyond that transaction, they want to know that they are being taken care of like a friend.
When they need assistance, are customers able to trust that someone will be responsive to their needs or concerns? Make it known that not only do you can as a brand, but you and your staff have united values that consist in quality customer service that has a positive impact. Unfortunately, many brands lack this concept, and even with quality goods and services, it’s not worth the risk of potential disasters or poor service. Be the brand that can also be a friend and highlight this trait regularly so that customers can make an informed decision that aligns with who they are.
The times of secret formulas and business mysteries are a thing of the past. Being open and honest with your audience is what makes a difference between a long-time buyer and a one-off. Give out information freely, whether this means notifying your community about a future product or giving some behind-the-scenes action on a campaign launch.
People love to see the entire process of what it takes to run a successful business. Providing some freebies of how you got to where you are now can bring your audience closer to the overall mission you’ve created. It’s the perfect way to give a personal touch and relate to those on this journey with you.
We are fortunate to live in a time where a business can be highlighted in a way that resonates closely with customers. It’s a seamless way to genuinely bond with your community and be trusted beyond a transaction. By creating this uplifting relationship, everything can fall into place when it comes down to business because you have established a circle around you that believes in your brand and what it can become. Over time the benefits of remaining relatable will only grow, and the loyalty will be stronger than ever before.