Prior to the advance in technology, communication between companies and consumers was one way. Businesses spoke to customers through advertising, but there was limited opportunity for customers to respond. Times have changed, and today, customers make buying decisions based on their experiences, not price and practicality. You can have two of the same products, one is cheaper than the other, but because the customer has a better experience with a company, they will pay more for the product. Therefore, if you want to take your brand to the next level, humanizing it is the way forward. Here are five reasons why humanizing your brand will take it to the next level.
1. It Provides a Good Customer Experience
Customer experience is the opinion customers have of your brand as they make their way through the buyer process. It starts the moment they make contact with your business. If you’re an online brand, the first point of contact is typically your website. If your website is slow and difficult to navigate, visitors will quickly move onto the next. If you’re a store owner, and a customer walks into a disorganized display and inattentive assistants, they’ll walk out in search of a better experience. When you humanize your brand, you make sure everything is streamlined and your customers are satisfied from the moment they make contact with your brand until they have made their purchase. A good customer experience leads to trust and loyalty. Maya Angelou once said, people won’t remember you because of what you did, but because of how you made them feel. So, make your customers feel good, and you can almost guarantee they will come back
2. It Boosts Engagement
Increased customer interaction provides you with more insight into what the people buying your products and services feel about your brand. The more engaged your customers are with your content, the more you have access to their opinions and the easier it becomes to grow your company because you can give your customers exactly what they want.
3. Customers Feel as if They Are a Part of a Community
Today, when it comes to brands, people want to feel as if they are a part of a community. You can walk down the street and hear people who don’t know one another greet those wearing the same clothes and sneakers as them with statements such as, “Nike gang” or “team Adidas.” They are proud to be a part of a thriving brand that provides them with the quality and comfort they need. By creating a space where your customers can get together and talk about your brand, they feel as if they belong and it increases customer loyalty.
4. It Creates Customer Loyalty
If you are going to invest any money on marketing, make sure it is focused on developing customer loyalty. Too many companies are focused on bringing in the numbers, this works for a while, but eventually, you are going to run out of people. Whereas getting customers to stay ensures they will keep buying from you. When customers connect with a brand, they don’t need to be enticed to buy from you, there is no need to use any clever marketing tactics, they purchase your products and services because they want to.
5. Customers Trust Your Brand
Word of mouth is one of the most powerful forms of marketing, and when customers trust your brand, that is one of the benefits. Not only will a happy customer remain loyal to you, but they will tell their friends and family members, and shout out your brand on social media. When you provide superior products and services and an excellent experience consistently, customers begin to trust your brand. Trust is the most important element in any relationship, and once you have trust, you have customers for life.
Humanizing your brand is a powerful marketing strategy because there are not enough businesses doing it. One of the reasons for this is you’ve got to have a hands-on approach. Despite the advancement in technology, its harder to run a business today than it was thirty years ago. Back then, all business owners had to do was provide good products and services and customers were happy. There was no social media and online presence to contend with. Today customers are looking for the ultimate experience as well as superior products and services. The evidence speaks for itself, humanizing your brand will take it to the next level if you’re willing to put the work in.
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