According to the Brandwatch survey of marketing trends, humanising brands is a key focus for marketing professionals in 2021.
Humanising your communication is important for building connection and trust with followers, and for starting conversations. Your community don’t want to talk to a logo that posts with a corporate edge. They want to engage with real people who can understand what they want and need.
Humanising brands is welcomed now more than ever after a year of remote working and increased online vulnerability, so let’s build on that trend and get the benefits of authentic connection.
Here are 3 simple ways to help you humanise your brand at your charity or business.
Show your team – and don’t edit their personality
The easiest way to humanise your brand is to feature more of your team in your communication.
Use their photos and quotes online and ask them to feature in webinars, write blogs or provide content for social media.
The bonus is that you’ll have more expert content to add value to your community and your team feel included in telling your story (and will continue to tell it in their own channels).
However, it’s important to realise the importance of allowing and supporting them to be themselves – which means not editing their views or how they present their work. Give them a creative direction but allow them control within that space.
Write like a human
Skip the robotic approach or lingo and write like a human.
Use humour, reference relevant topics and add value wherever possible by sharing resources, advice and insights.
Host online events or open days, personalise your automated marketing with plain text emails and reply email to a real person, and use ‘you’ more than ‘we’ and ‘I’.
Go behind the scenes
When humanising your brand it’s important to engage with your community and not talk at them – which is easy to achieve if we include them wherever possible.
Use real photos of real people in your team (with their permission), share organic content from your community and allow people to see behind the scenes of your charity or organisation.
And remember to keep it consistent.
It takes thought, support and lots of work to build an online community which should be the responsibility of one person (or more) that can share and engage on a regular basis. Invest in people and training and regularly review and tweak what’s working (or not).