The age of the faceless, hyper-professional corporation is over! Today’s consumers are less concerned with business authority and more interested in whether a brand is relatable and relevant to their lives.
PwC’s global insights survey and recent UK studies show that 42% of customers distrust brands they perceive to have too much power because they simply don’t represent their interests. With most people ranking ‘trust in brand’ in their top three criteria for deciding who to buy from, savvy business owners would do well to focus on humanising their image in 2019. Here are four of the most effective ways to make it happen.
Nothing says ‘we’re just like you’ like presenting the actual faces behind your brand. I’m not talking about stuffy ‘About Us’ pages with professional headshots of executives and thinly veiled marketing bios with humblebrags. I mean your employees, from the interns to management.
Giving your employees a platform shows your customers two things:
1. You care about the people who work for you
2. You are conscious of how your business affects people’s communities
With ethical consumerism taking up an increasingly large chunk of the market in most industries, you should not underestimate the power of these messages.
Feature a regular content segment dedicated to an individual employee each week
Thank and congratulate individuals in social media posts
Include photos of employees at work on Instagram and Facebook
User-generated content is one of the biggest content marketing trends in 2019. Consumers trust each other more than they do the tactics of your PR department. And most want the opportunity to interact with the companies they buy from. So why not give it to them?
1. Check out these uber-successful examples of user-generated content marketing done right
2. Set up a customer-led Q&A forum
3. Allow comments on your posts
4. Run customer content competitions
Alongside user-generated content, influencer marketing has skyrocketed in popularity. The same principle applies to both. People trust other consumers more than traditional advertising messages.
Employ an influencer marketing agency to do the legwork for you
All good marketers know that maintaining a consistent brand identity is a winning strategy. But, building a likeable personality is another challenge entirely. You’ll need to decide who you are and channel that concept throughout your website, social media and branding down to the graphics and colours you use.
1. Choose a feature-rich website builder, like one of these, or hire a top designer
2. Share industry-relevant content that projects your values
3. Share and produce content that helps consumers
4. Build community relationships
Humanising is not only a profitable business strategy, it’s also essential if you want to stay relevant in today’s current market. So get connecting with your brand, your consumers and your workforce and reap the benefits of this emerging trend.
About the author:
Jodie is a professional writer and editor, MSc Cantab. She aims to shed new light on mainstream topics through translating her expertise in the Social Sciences to everyday issues. She explores design, branding and market psychology, health and wellbeing and parenting topics.