6 ways to make your brand more relatable
To say ‘branding’ is the word of the century is an understatement, it’s so prominent in today's society that only successfully branded businesses have the power to grab the buyers attention.
Years ago when we had less choice and the internet hadn’t yet taken over, it wasn’t as important for businesses to have a solid brand. You would go to the shops and pick up your milk and eggs without much thought, now we are overwhelmed by choices, competition and the sheer amount of dairy alternatives.
With the dominance of the internet; we as consumers have been given the power to have an unlimited amount of choice, we are down right greedy humans that love convenience and hate waiting. We have the power at our fingertips and naturally stick to what we know, therefore, if you want your shiny new business to come along and grab their attention, you need to be able to relate to your audience.
Whether you’re aiming big with your business or keeping it cosy, making a brand relatable is the single most important thing you can do for the growth of your business, and here’s how you can do it…
Build a brand persona
Building a brand comes from building a suitable brand persona, one that attracts your target market and speaks to them in a way that is relatable and genuine. You need to build a brand that will whisper lovingly into the ear of your audience, making them feel special and a part of something bigger.
For us, Betsy & Francis is a down to earth, fun and playful because that is who we are as people. We are two very happy people who are a bit silly and love making people laugh. We get to do what we love everyday whilst building up the most ethical and conscious businesses, we don’t take ourselves too seriously and because we have naturally channeled this into our business, we have created a brand persona which is genuine, informal and attracts like-minded people, this is all backed up by our sheer dedicated, hard work and creativity to make this business work.
2. Share the personal stuff
Now, there a limit to sharing your dirty laundry, but it’s important that your audience knows that you are human and by connecting to your audience on a personal level you will build customer trust, loyalty and respect.
Now, we aren’t recommending you overshare; always be mindful that what you do share as a business, but nobody is perfect, we definitely aren’t, and if a business try to act like they are, nobody is going to relate to that. During the growth of Betsy & Francis we have always shared our ups and downs of what it’s like to build a business. Nobody that follows us is under any illusion that we have cruised through it; and as grateful and positive as we try to be, there is no point pretending it’s supercalifragilisticexpialidocious all the time, let people connect to your brand by seeing everything that makes you, you.
3. Be the best
Although it’s an increasingly crowded market place; the truth is, finding a service or product that is quality driven, trustworthy and unique is still very rare. You have to be willing to put your all into making something that people want to invest in, and to do this, you need to be the very best. You need to work your bloomin’ socks off and find your niche. The best brands require a lot of time and effort to build up, it’s a slog and something that isn’t for everyone, but if you do it will be the best thing you have ever done and in time all your hard work will pay off.
4. Get up close and personal
Don’t be a robot. Get to know your audience and get to know them well. Find out where they are and interact with them as much as possible. We spend an hour everyday on Instagram, engaging, commenting and reaching as many people as we can. We speak to past, present and future clients, and we don’t stop there, we chat to strangers, show an interest in their posts and ask them questions. We build a community of like minded people and genuinely love chatting to them. The great thing is, they love it too, so it’s win, win!
Illustration has the power to connect to your audience, it will define your business, make you stand out and communicate your message simply. With illustrations you have the power to create something completely unique to your brand, this will make your brand easier to recognise and make it much easier for your customers to relate to.
6. Provide free value
Who doesn’t like a freebie? Nobody! Give out your most valuable information freely. What is it that your business knows that your audience would usually need to pay good money for? Whatever your answer, give it to them for free. For us, we share all our processes, how we work, how we brand; anything that is valuable for our audience to know, we provide for free. Not only are you solving a problem they had, you are providing valuable information that doesn’t cost them a penny, you are proving that you are generous, trustworthy and experienced.
“Determine who you are and what your brand is, and what you're not. The rest of it is just a lot of noise.”
– Geoffrey Zakarian
We live in a day and age were every business needs a brand, but truthfully even in a crowded market place, finding a brand that has craftsmanship and quality is increasingly hard to come by, many businesses want a quick win and aren’t willing to invest the time in building a relatable brand. Our advice, invest the time and effort now and we guarantee you will stand out. Follow this advice and over time, your brand will become a trustworthy, reliable and loyal brand. Hip hip!
Notes to take away
You need to build a brand persona that connects to your audience.
Give your most valuable information out for free.
Interact with your clients on a personal level.
Share your ups as well as your downs.
Never stop trying to be the best you can be in your field.