5 Tips To Bring Humanity To Your Brand
When I graduated from design school, portfolios that looked like agencies’ websites were the norm. My About page sounded something like “We believe in..” and my Contact Page said something like: “Contact Us” when it was just me. I still see business owners doing this because it is?/was? considered “professional.”
Back then, no one would think to post on social media and rant about their boss or show up on stories in pajamas. Social media was rising in popularity, and we had the option to show up however we wanted to, but the social norm was not rooted in authenticity. It was rooted in “professionalism.” Which pretty much was pretending not to have feelings and behaving like we were Apple or Coca-Cola.
“If you are a small business, you can infuse your brand with humanity in a way that big corporations try but can’t.”
This behavior has shifted
quite a bit.
I believe it has to do with the realization that there is power in being small. There is a closeness that big corporations can’t achieve because they can’t afford to, that WE small business owners love and care about nurturing. There is power in having a story that doesn’t get diluted in politics. There is power in having an opinion that doesn’t have to get approved by board members looking into how it will affect sales. Most importantly, some people see the value in doing business with us. So, let’s wear that banner proudly.
Please repeat after me: Being small is POWERFUL. I want you to take advantage of it because it celebrates your uniqueness and story in a way that will bring your ideal audience closer.
If you have read this far, it means you care about bringing humanity to your brand, but HOW?
Learn how we brought humanity to this brand here.
DITCH THE BOTS
I get it you need to outsource some parts of your business to have more time, but choosing to lose personal-level interaction with your audience, isn’t aligned with making your brand more human. I cringe when I answer to a story of a “personal brand” and a bot answers with a completely random and vague phrase. It makes me feel unheard and like I am wasting their time. Which I am sure is not the effect they are trying to achieve. Don’t do this. It is human to take time to answer someone. I much rather prefer waiting a day than have an immediate response that isn’t helpful.
STOP COLD PITCHING
Ask yourself how many times have you enjoyed being sold something you didn’t need. My guess is not many. Just because we use emails and IG DMs, it doesn’t mean there isn't a person on the other side reading your cold pitch. I am sick of getting emails about SEO outsourcing for my website. I know it can be better, but guess what, if I were to be on the market for that service, I would NEVER go with someone who cold pitches me making assumptions about what my needs are. I much rather be targeted by a platform showing me ads than someone that decided to copy and paste my IG bio and send me a generic cold email in order to make a sale. UGH GROSS.
BE KIND AND RESPECTFUL OF OTHERS’ NEEDS AND TIMING
Just because your sales are down and you need clients ASAP, is no excuse to harass potential relationships in any way. Being human means understanding you are not for everyone, and that pushy sales tactics are not attractive. Move on. There is a need for your service and product and the less time you spend “convincing” someone the more time you have to speak to people that DO need you and your offer right now.
WRITE AS YOU SPEAK
Here is where I will probably lose most of my copywriters… But communicating with your audience should feel like talking to a friend. The more we change, filter, and edit what we say, the more we dilute our personality, and the harder it is for your audience to see YOU in your messaging. There is a reason why you added that word in all caps. Leave it. I am not saying don’t edit the way you write because if it is not intentional, it is a mistake. But if you meant it, then it is part of the way you communicate, and that is OKAY.
DON’T UNDERESTIMATE A PERSONAL TOUCH
In a world of social media, emails, and electronic everything, the connection you get from a simple personal touch has a HUGE impact. Look for those opportunities to have an emotional connection with your audience whether that is a thank you note, a heartwarming message, or a gesture they weren’t expecting, it all communicates the same thing. YOU CARE FOR THEM.
I hope these five actions get you closer to making your brand more human. Remember brand creation is a constant build and never-ending.
IF YOU FOUND SOMETHING INSPIRING, INTRIGUING, OR ENCOURAGING IN THIS JOURNAL ENTRY—I WOULD LOVE TO KNOW!
Send me a message in the DMs or contact me to inquire about working together. I can’t wait to keep the conversation going.
