Humanising your brand
Looking at it simply, marketing is about finding ways to connect businesses with people. This human element is the reason many of us choose to work in the industry. Seeking to understand who the target audience is and creating content and campaigns that communicate effectively and meaningfully with them is both interesting and rewarding if you’re a people person.
We often talk about a company’s values and mission as well as the personas that represent its target audience. However, we should take this a step further and look to humanise brands as a whole, as ultimately at the heart of every business is a bunch of people who have senses of humour and get things wrong sometimes.
When we go to work we always try to remain as professional as possible, but we’re still only human! However, this sometimes gets forgotten about, especially in the B2B space, where it’s easy to get lost in unnecessarily formal, jargon-heavy modes of communication.
The truth is, unless you are in search of something very product-specific, that kind of communication is inaccessible and runs the risk of becoming a lifeless blurb.
It can work in our favour when we are more honest in our approach, and that includes acknowledging when we mess up a bit. As we all know, no matter how hard we try in life sometimes, we make mistakes. Every one of us has accidentally upset or annoyed someone, whether it’s friends, family or work colleagues. It’s also important to recognise that not everyone is going to like us and sometimes people have bad things to say. But ignoring this negative feedback often tends to be counter-productive.