Let’s talk about the part of branding that most people neglect because we’re so busy creating our brand and reading articles on marketing, how to find your ideal audience or how to get more followers on social media that we forget the most important point. If you want to sell your products and services, you need more than that. You need to humanize your brand.
People do not buy goods and services. They buy relations, stories and magic.
– Seth Godin
The way to make people buy your “magic”, is to create a brand experience that allows them to build a relation and engage with your brand. And in order to do so, you have to humanize your brand.
What does it mean to humanize your brand?
In short, this means, we don’t buy something just because of the logo printed on the package. We might decide to choose one product over another because of the brand and what this brand stands for. But the real buying decision is influenced by so much more than a logo, price tag or product description. It is influenced mostly by our brand experience.
The way brands show up, interact and engage has become the keystone of marketing. This kind of marketing puts emphasis on people rather than numbers and that’s what makes it more effective. Brands have come to understand the importance of their brand experience and now engage with their customers on a more personal and emotional level.
For customers, it’s important to see humanity and authenticity behind a brand. If you are a solopreneur it’s quite obvious who is behind your brand and products and people want to connect with you and know your story. But even big brands create a human experience by choosing spokespersons, mascots or celebrities to represent their brand and be relatable for their customers.
How to give your customers the real brand experience
This all comes down to what I said above, putting people over everything else. You have to focus on building relationships with your customers. If online or IRL try to connect with them on a personal level.
Marketing efforts will be more effective if you make your sales promo about the buyers and are able to show them how they can profit from your product and in which way it will affect their lives.
5 ways to humanize your brand
- Try to get testimonials or product reviews from customers to use for marketing your service or product
- Answer customers questions per email, social media or by creating blog posts or a FAQ page
- Share what happens behind the scenes. This can be photos or videos showing your usual workflow or the steps behind creating a product
- Create a hashtag for your brand people can use to share what they love about your product or how they use it
- Use your about page to show your customers who you are/ who your team is and to tell your brand story