Today's business world is largely driven by sophisticated technology. Even the smallest of businesses can offer products and services on an international scale, which has been a boon for business owners. However, many consumers feel that business have lost the human touch, or the ability to relate to customers. Executives who wish to optimize business success should consider humanizing their brands.
Adding a human touch to your business doesn't need to be difficult. You can do so by paying close attention to the messages you send to consumers and to the marketing platforms you use. It also pays to build strong communications and relationships with customers. After all, consumers are more likely to patronize a business when they feel that they are more than just their pocketbooks. Keep the following in mind when working to humanize your brand, no matter how large or how small.
Think Through the Language Used in Marketing Messages
Crafting slogans and marketing messages presents a challenge to any business leader. In an increasingly technologically connected world, it's more important than ever before to make sure that marketing messages are both sophisticated and relatable. In other words, consumers should feel that they can relate to your messages without feeling that content has been dumbed-down.
Making marketing messages more relatable means choosing the right language. Avoid using impersonal pronouns, opting instead to use pronouns such as she, he, his and her in marketing messages. It's important that the consumer is reflected in advertising. Messages that focus only on products may seem cold. Remember that humans use your products and should be included in your marketing messages.
Evaluate Company Visuals
In addition to thinking through the wording of your marketing messages, you should also think carefully about visuals connected to your company. What sorts of illustrations, photos and videos do you use in connection with your company? Do these videos feature products and services or do they feature consumers? It's important that consumers see themselves reflected in the visuals used by your company.
Of course, most companies have brand-related images that consumers recognize. It's important to retain recognizable logos. However, consider using rich visuals with models or actors who reflect your consumer demographic. Many customers also enjoy seeing videos of a company's executives and employees. Consider posting videos that go behind the scenes of your business on a company blog.
Establish Strong Customer Communication Systems
Any business can use new technologies to stay in touch with customers. Building a profile on a social networking site or establishing a company blog is a great way to put a human face on your business. By creating a profile or blog, you can also attract consumer traffic to your website. You'll be able to draw in consumers and provide them with a way to contact your company.
Remember that it's important to clearly present company contact information on your website and on marketing materials. Consumers will be frustrated if they have no way to contact your business. To make the most of communication with customers, you should also establish a communications tracking system. Make a note of when communications were received from customers and when your company responded. Remember to respond in a personable, friendly tone. Always respond respectfully to your customers and they are sure to fall in love with the human side of your business.
What ways have you added a human touch to YOUR business?
Guest Author: Dane Cross is a blogger and online marketer who writes extensively about trade show marketing. He is currently writing on behalf of Marler Haley.