In today’s saturated market, brands face the challenge of rising above an ever-increasing number of competitors. Research has shown that people relate better to humans than logos, tag lines, or other impersonal entities used commonly in the industry. However, one universal strategy to ensure your company stands out is to humanize the brand, imbuing it with a unique personality that resonates with target audiences.
Let’s consider the approach of low-budget European airline RyanAir, known for their no frills experiences and plentiful financial add-ons. Instead of trying to convince people that they aren’t that, they lean into the jokes. Their social media draws a perfect line of self-deprecation, transparency and authenticity. They know what they are and they own it. Their brand voice remains true to themselves, complete with a viral-worthy, hysterical online edge.
Here are three ways to give your brand a personality and foster stronger connections with your audience:
1. Develop a Consistent Brand Voice
No matter the angle, consistency is key. Maintaining a reliable brand voice is fundamental to creating a relatable personality. This voice must portray the company’s core values, mission, and overall vibe. For example, a brand aimed at millennial, tech-savvy consumers might adopt a lighthearted and humorous tone, whereas a company targeting seasoned professionals might use a more formal or straightforward voice. Consistency in brand voice— from press releases and customer service interactions to social media and website content— helps audiences build a positive association with your product or service in their daily lives.
Put it in action:
- Define Your Brand’s Core Attributes: Outline the key components that represent your brand. Helpful? Innovative? Funny? The choice is yours.
- Create a Style Guide: Develop a comprehensive style guide that includes tone, language, and style preferences. This will ensure that all external communication aligns with the chosen brand voice. Check out this article from Mailchimp about how to get started on a stellar style guide.
- Train Your Team: Now that you have your trusty style guide in hand, ensure that everyone involved in brand communication not only grasps the material but can autonomously and steadily implement the brand voice. Consistency is key!
2. Leverage Storytelling
As you know by now, storytelling is a powerful tool when it comes to developing your brand’s voice. Stories create emotional connections around your product or service for your audience, making the brand more memorable and relatable. These stories can come in several forms, like by sharing the brand’s origin story, overarching mission, philanthropic efforts, or workplace values through compelling narratives. Additionally, featuring customer stories and client testimonials can demonstrate successful real-world applications of your product or service.
Put it in action:
- Highlight Founding Stories: Consider sharing your journey of how the brand came to be, including any challenges faced and big milestones achieved. These features can add depth and authenticity to your brand for your audience.
- Showcase Customer Experiences: Utilize testimonials and case studies to highlight how your brand positively impacts customers’ lives. This can not only build trust with your audience but showcase the brand’s value in real-life situations.
- Create Engaging Content: Develop blogs, videos, and social media posts that tell stories related to your brand. Use these platforms to narrate experiences, share behind-the-scenes insights, and highlight company culture.
3. Engage with Your Audience
Actively and routinely engaging with your audience is crucial for building a long-lasting brand personality. This involves listening to critical feedback, responding to queries, and participating in a range of conversations. In recent years, social media platforms like TikTok have become particularly effective for this type of interaction, allowing brands to show their human side by being approachable and responsive.
Put it in action:
- Monitor Social Media: Keep an eye out for what your audience is saying about not only your brand but the industry as a whole. Utilize tools like social listening to gather important insights and identify potential engagement opportunities.
- Respond Promptly: Ensure your social media manager or team leads timely responses to comments, messages, and reviews. Acknowledging tough feedback and showing appreciation for positive interactions go a long way in the eyes of the customer.
- Personalize Interactions: Don’t forget to address customers by name and tailor your responses to their specific queries or concerns. Canned responses are easy for tech-savvy customers to sniff out and can damage trust with your audience. Taking the time to individually respond demonstrates that the brand values the diversity of its customers and is attentive to their needs.
A brand with a well-defined personality can cut through the noise, foster loyalty, and build lasting relationships with its audience. Further, a humanized brand is better equipped to manage crises, as it can communicate more authentically.
Incorporating these strategies requires a thoughtful approach characterized by the actionable tips above. It’s about more than just marketing; it’s about creating a brand that people can relate to and trust. By developing a consistent brand voice, leveraging storytelling, and engaging with the audience, PR and Communications professionals can transform their brands into entities that resonate on a deeply human level.