People want to buy from brands and business owners that they can connect to. In this age of digital marketing, it is easy to think about branding as very impersonal but the dominance of social media is making branding much more social. The more virtual our lives get, the more that we actually thirst for something genuine that we can connect to. A brand that is open and real in their communications with consumers will inspire brand loyalty.
The 2013 Gentler Brand Engagement survey analyzed 2,000 people’s favorite brands and why they were important to them. They found that people’s favorite brands tended to align to their personal values, especially when that brand has successfully articulated what it believes. People don’t only want a product or service, they want a connection.
Being authentic means that you need to stay true to who you are, how you help and why you want to help. Your target customer will connect with this type of messaging because you are trying to help them. There are many ways that you can be personal in your branding while still effectively marketing your product.
- Be Real. Openly share your passion and your mission with your customer. Tell them why you started your business, who you are passionate about helping and why you care about helping them. Your customers want to know who you are and what drives you. Think about brands that you connect to. What draws you to them?
- Be consistent. People will not connect with you if you are sending out mixed messages. If you can’t be consistent in your branding content, people won’t be able trust what you say. Communicate consistently regardless of who you are talking to or what platform you are using.
- Engage with your audience. No matter what platform you are on, you should respond to questions and comments from your audience. You should give them many ways to contact you (email, social media, blogging, etc). This makes the connecting to your audience even more personal because they now can communicate directly to you.
- Be Accountable. If you make a mistake or miscommunicate something, be completely honest. Apologize for errors before people can start to jump to judgement. We’re all human, humans make mistakes.
Start to implement these measures now to build your authenticity, connect with customers and create unstoppable growth.