There are a lot of brands for every product which has led to massive competition. The brand’s marketing helps it stand out among the crowd only when it is able to win the hearts of the users with a humanized approach. It generally happens that marketers get so deeply involved in the brands that they forget to teach about it and just start selling it, which makes the brand’s marketing sound like one that is automated instead of humane. When a brand is more humane, users find it more authentic, relatable and can even reach it easily.
Ways of humanizing brand marketing
Here are the 5 proven ways of humanizing a brand:
--- Portray brand humanization by practising it
Social media managers are not the only ones who need to show brand humanization to users, as merely projecting it won’t be of any advantage. Instead of just sounding human, the firm should imbibe the brand in its own culture, for a much better impact.
For this, it is essential to avoid restrictive social media policies that hamper the team’s creativity and personality. The company should make an investment in the employees and make them aware of social media marketing’s do’s and don’ts. Letting them get associated with the brand, adding checkmarks beside their online handles and similar steps can turn them into amplifiers who will play a major role in promoting the brand and creating a special place in the hearts of the people.
--- Avoiding cognitive bias
In certain cases, it happens that the marketer’s high knowledge of the brand creates a gap between the audience and the brand as the audience may not be as knowledgeable. This necessitates the need for monitoring the marketing campaigns and ensuring that the intended information is well communicated to the target audience. Thus, if they are unaware of certain aspects of a brand, they can be informed about those aspects in detail.
Another thing to be taken care of during the process is to gather information about the background of a target group, which will enable marketers to communicate with them in a friendly manner. Such kind of personalization will create a significant impact on the users and after using the brand, they might turn into its loyal customers.
--- Sharing realistic information about the brand
Marketers must keep in mind to provide realistic information about the brand instead of bragging things that may not be entirely accurate just to sell it because consumers can identify this quite easily and this will only harm the brand image at a later stage. Even if certain people get into the trap of fake promises of a brand, this effect won’t last long as once they identify the shortcomings and the fake claims that were made to attract customers, they will immediately switch to some other brand. In this way, the brand will never be able to win the trust of the target audience.
The information given to customer both current and potential must be authentic, must spark interest and inspire the audience to opt for the brand. Popular faces can be used to advertise a brand so that it becomes easy for the target audience to remember the brand by connecting with those famous names. Also, such persons can inspire and better motivate them to go for it.
Besides the above efforts, it is a good practice to present to the audience the people who are behind the scenes. For example, marketing efforts can include making a certain video for the target audience with the team working hard or having fun at the office. This will bring into the limelight, the people who are behind all the efforts and thus portray the brand’s human side to the audience.
--- Seeking feedback of the brand from the customers:
The best way to humanize a brand is to engage the customers thoroughly which can be done by seeking their feedback. Their feedback’s importance in enhancing the brand’s value and relevance in serving the target audience in a better way must be conveyed to them. In certain brands, there are chances that customers may dislike one or more aspects and this must be taken sportingly. Such kind of negative feedback must be used to devise ways to eliminate the brand’s shortcomings. Feedback, whether negative or positive, has a significant role to play in developing the relationship between the brand and its consumers.
--- Making use of social media
Social media is used by almost everyone nowadays, and therefore, it has a prominent role in humanizing a brand by reaching the target audience and connecting with them. This makes users feel that they form an important part of the brand. But merely connecting with them on social media is not enough.
The brand’s true claims must be portrayed and the posts must be informative enough to make users feel that they are trustworthy. Blogs and videos demonstrating the benefits of a brand and how it efficiently fulfills the objectives it has set will make the consumers aware of its importance and they will start using it.