Branding – let’s get personal

February 28, 2020
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Sticky names, memorable logos and harmonious colour schemes are the basics of a brand, but a brand is about more than the aesthetics. Although what you look like is still very important, your customers respond to who you are to them, not just to what you look like – your personality.

Brand personalisation is about building an authentic, human connection with each customer. If done correctly, it will lead to better brand loyalty, which will then convert to $$$. It’s about projecting your brand’s voice, its values and purpose in an authentic way so they can personally identify with your brand or connect with the story you are telling.

A simple way to humanize your company is to ‘pull back the curtain’ for your customers; for example, by sharing employee profiles on your website or social media, or if you currently automate any of your processes like invoicing or email marketing, making sure it carries a personal touch like their first name.

Some businesses are reluctant to do this. ‘What if someone wants to steal my team?’. My answer to this is that they will appreciate being recognised for their role and feel more like part of the team if you show them (and what’s that worth to you). If they are not happy where they are, they are probably going to leave at some stage anyway.

The rewards of showing them are greater than the risk of failing to acknowledge them.

Be truly responsive

Make sure your website doesn’t just work on different devices, make sure the brand and user experience is great across them all. Your brand and website are going to be presented in a number of layouts and sizes – it’s important to your customer that your brand is consistent across all of them. Sometimes your logo may need to work as an icon itself (like the favicon on a website address). Make sure your logo is adaptable but still obviously yours– logo adaptability can be a metaphor that shows your brand adapts to your customers.

Give out snacks and be secure

Customers want engaging digital content, but they want to digest it quickly! So make sure you are giving out your wisdom in snack-sized morsels. ‘Snackable Content’ is quick and easily digestible. Your customers won't have to dedicate minutes to reading or watching it, and if it’s good and relatable, they will crave your content (and brand) on a regular basis.

Investing in data protection is a huge topic, but reassuring your customers about the safety of their personal information is big for any business, small or large. Just as you wouldn’t walk down an unsafe street at night, you wouldn’t expect your customers to share insightful information with you if they didn’t think it would be kept secure… Make sure your privacy policy is on your website and it’s up-to-date, it’s soon going to be compulsory.

Think print as well as digital

While there’s no doubt that the world is moving in a digital direction, a big mistake would be to forget about your customers who aren’t as immersed in that world as you expect. – for example, if they’re elderly, digital billboards might be the way to reach them. They can be lower cost than traditional printed ones, and will be viewed by the traditional and modern audience alike. The best thing about digital billboards is that they aren’t static – so you can change them out, revolve through several at a time or even animate them. It’s about utilising digital tools, even in a traditional way.

Digital advertising is very adaptable, but it can also be expensive. To get the best bang for your buck, think laterally and know your audience.

Please get in touch with Richard to organise an appointment for a telephone/video conference on 021 0311 294 or take our free Brand Audit now by clicking here .

Sticky names, memorable logos and harmonious colour schemes are the basics of a brand, but a brand is about more than the aesthetics. Although what you look like is still very important, your customers respond to who you are to them, not just to what you look like – your personality.

Brand personalisation is about building an authentic, human connection with each customer. If done correctly, it will lead to better brand loyalty, which will then convert to $$$. It’s about projecting your brand’s voice, its values and purpose in an authentic way so they can personally identify with your brand or connect with the story you are telling.

A simple way to humanize your company is to ‘pull back the curtain’ for your customers; for example, by sharing employee profiles on your website or social media, or if you currently automate any of your processes like invoicing or email marketing, making sure it carries a personal touch like their first name.

Some businesses are reluctant to do this. ‘What if someone wants to steal my team?’. My answer to this is that they will appreciate being recognised for their role and feel more like part of the team if you show them (and what’s that worth to you). If they are not happy where they are, they are probably going to leave at some stage anyway.

The rewards of showing them are greater than the risk of failing to acknowledge them.

Be truly responsive

Make sure your website doesn’t just work on different devices, make sure the brand and user experience is great across them all. Your brand and website are going to be presented in a number of layouts and sizes – it’s important to your customer that your brand is consistent across all of them. Sometimes your logo may need to work as an icon itself (like the favicon on a website address). Make sure your logo is adaptable but still obviously yours– logo adaptability can be a metaphor that shows your brand adapts to your customers.

Give out snacks and be secure

Customers want engaging digital content, but they want to digest it quickly! So make sure you are giving out your wisdom in snack-sized morsels. ‘Snackable Content’ is quick and easily digestible. Your customers won't have to dedicate minutes to reading or watching it, and if it’s good and relatable, they will crave your content (and brand) on a regular basis.

Investing in data protection is a huge topic, but reassuring your customers about the safety of their personal information is big for any business, small or large. Just as you wouldn’t walk down an unsafe street at night, you wouldn’t expect your customers to share insightful information with you if they didn’t think it would be kept secure… Make sure your privacy policy is on your website and it’s up-to-date, it’s soon going to be compulsory.

Think print as well as digital

While there’s no doubt that the world is moving in a digital direction, a big mistake would be to forget about your customers who aren’t as immersed in that world as you expect. – for example, if they’re elderly, digital billboards might be the way to reach them. They can be lower cost than traditional printed ones, and will be viewed by the traditional and modern audience alike. The best thing about digital billboards is that they aren’t static – so you can change them out, revolve through several at a time or even animate them. It’s about utilising digital tools, even in a traditional way.

Digital advertising is very adaptable, but it can also be expensive. To get the best bang for your buck, think laterally and know your audience.

Please get in touch with Richard to organise an appointment for a telephone/video conference on 021 0311 294 or take our free Brand Audit now by clicking here .