How to make brands more personal and personable
In a world becoming rapidly more technologically complex, brands need to be able to navigate this complexity while becoming more personal and personable. In other words, brands need to be more ‘human’.
What does this mean?
Here are some tips to help your company’s brand be more personal and personable.
Keep it simple
In order to exude authenticity, transparency and to drive engagement, keep it simple. Over time it’s become commonplace for many industries to communicate only in a formal manner, using industry jargon and complex statements. Having to decipher content is off-putting for readers. Everyone is already bombarded with too much information and noise.
Cut through the noise with messaging and communications that are informal, friendly and open wherever possible.
Using an active voice is direct and engaging. It makes the communication stronger and more transparent. In contrast, a passive voice can make the communication come across as vague. An example of the active could be: I completed the transaction to ensure you receive the transfer of funds on time. The less ideal passive would be: The funds were transferred to ensure timely transfer of funds.
Focus on your audience
Using personal pronouns speaks directly to the reader. We keep the focus on ‘you’ rather than ‘parents’ in general. This helps emphasise the importance you place on the relationship you have with each of your stakeholders and audience members, thinking of them and their needs first.
Companies which define their positive language, also define what their representatives don’t say. This not only applies to anything in print or advertising, but also to staff who interact with customers. Rather than a feature being broken, it may be temporarily unavailable. Just remember to back up positive language with facts because you don’t ever want audiences to feel like like there is an element of spin when it’s unintended.
Pursue genuine connections and emotion
Start by helping, instead of hyping. Company messaging can seem disingenuous if it is not focussed on the audience and you are not solving problems. Put yourself in their shoes. Think about how your approach and engagement will make you feel. Are you making them feel the way you want them to feel about your brand. Barlow and Maul note in their book, Emotional Value—Creating Strong Bonds with your Customers, that getting close to customers’ emotionality requires empathy. A greater the empathy, the more your brand connects with them.
Having a distinct and unique brand makes you instantly recognisable to your stakeholders, as well as to the wider community.
The identity you project is an important part of your brand. A key factor in building a strong identity is consistency. Consistent use of your branding, language, logo, colours and typeface will ensure that all your interactions and communications enhance your unique brand.