If your business is stagnant and you can’t seem to find clients or make sales it probably all comes down to one thing. Your brand isn’t relatable. You can share as much information as you want and post every day on social media but if it feels distant and impersonal you won’t get much out of it. Your audience wants to connect and get to know your brand and who is behind it before they buy from you. The following tips can help you to become a brand people can relate to.
Be relatable by being real
Can your audience relate to your brand? Do they have a mutual way of thinking, the same values or a similar lifestyle? Often it’s hard for your audience to know more about you and your brand. Especially if you’re hiding behind formal language and styled stock images. If you want to make real connections you have to show more of your brand and more of yourself. Be somebody who talks the real talk. Show what happens behind the scenes. You will come across people who don’t understand or don’t like what you do. This shouldn’t scare you though. It will only open the way for like-minded people to approach your brand and find out more about what you do. In order to build trust, you have to be transparent. How can you be real and show off your brand?
- Show your face
- Tell people your name
- Introduce the team, co-workers, collaborators
- Show behind-the-scenes
- Admit mistakes
- Let go of perfectionism (post a snapshot on Instagram, not everything needs to be edited)
- Connect over not directly related things (fav. book, coffee blend, your pets…)
- Write as you talk
Be relatable by knowing your audience
The main reason to get to know your audience is to find out which role you can play in their story. As said above, you will find mutual interests and a similar way to approach life once you open up to your audience. The real deal for a brand though is to go even deeper. Find out what they want in life and what their dreams and goals are. The things they struggle with and what keeps them up at night. This helps you to figure out how you fit into their life right now. How can you help them to overcome their problems and reach their goals?
Let’s not forget you’re selling to real people and without an audience, your brand can’t exist. As you need to show your face to be relatable, you also need to know who you’re talking to. Show your audience you’re interested in them as a person and not solely somebody to sell to. Start the conversation and ask questions to find out more about them. This is the first step to build a real connection.
Related post: How to define your target audience
Be relatable by telling stories
You can pack almost everything into a story if you get a bit creative. The advantage of telling a story is that people will actually listen. Listing the facts and advantages of your product is impersonal and boring. Rather try to include them in a story of how you came up with the idea for your product or how your clients use it in real life. Storytelling makes your brand relatable. We can sympathize with the person inside a story and put ourselves in their shoes. We can imagine using the product ourselves when we see others use it. There are so many stories you can tell:
- The idea behind your product
- Your journey
- The reason why you’re doing this
- Mistakes you made
- Their goals and dreams
- Their struggles
- How you can help, change their life
Your product/ service’s story
- How people use it
- How it fits into their lifestyle
- What people get besides the actual product, talk about experiences
Be relatable by being social
The best way to make your brand instantly relatable is to take the word “social” in social media more seriously. Take advantage of your social platforms to build relationships with your audience. The more personal the better. No bots or automated responses. It’s not easy and it will take time. Use the three points above to connect with your audience on social media. Be real, be authentic and transparent, tell your brand story, and get to know your audience.