Designing at desktop computer aerial view- Studio Lago Design

Humanising your brand

Apr 9, 2023

As a branding and website designer, I see how important it is to help my clients create a brand that connects with their audience in an authentic way. In such a fast-paced digital world, consumers crave authenticity, connection, and relatability. A humanized brand is one that creates an emotional connection with its customers, and this connection can drive long-term loyalty and repeat business. 

For your ideal clients, it can be hard to make a decision to choose a product of service like yours. One of the things that can really help set you apart from your competition and ultimately a reason why they might choose you is, you! You as a person. Humanising your brand comes down to more than just adding images of yourself on your website and social media. It can come through in everything you do.

Here are some tips on how to humanize your brand as a business owner…

Tell your story

Every brand has a story, and sharing that story with your audience can be a powerful way to humanize your brand. Some business owners can get the fear about showing up and telling their audience what they’re all about. They might be afraid to admit what they used to do and we all know imposter syndrome can be a real thing. It’s such a powerful thing that will help your audience to connect with you.

Share your brand’s origin story, talk about your values and what drives you, and share your successes and failures. When you tell your story in a way that connects with your audience, it can create an emotional connection that goes beyond just the product or service you offer and get them to know, like and trust you which are all important steps before they buy from you.

Show Personality

Your brand should have a personality that shines through in all of your marketing materials. This personality should be consistent and reflect the values of your brand. It can be helpful to define your brand’s personality in terms of adjectives that describe the tone and style of your brand. For example, is your brand quirky and playful, or sophisticated and refined? Make sure this personality is reflected in everything you do and across all platforms, socials, your website and anywhere else where you show up and make contact with your audience.

Studio and desktop- Studio Lago Design

Use Authentic Imagery

The images you use can play a big role in how human your brand feels. Using stock photos can feel generic and impersonal. Instead, use authentic imagery that reflects your brand’s values and personality. This can include photos of you at work, your team, behind-the-scenes shots of your business, or your product or service in use by your customers. When you use authentic imagery, it can help create a sense of transparency and authenticity that can help people connect with you.

Engage with Your Audience

Engaging with your audience can be a great way to humanize your brand. Respond to comments and messages on social media, ask for feedback, and create opportunities for your customers to connect with your brand. This can include hosting events, running contests, or creating a community around your brand. When you engage with your audience, it shows that you value their input and are committed to creating a positive experience for them. It shows people there is a real human behind the scenes that really cares about them.

Be Transparent

Transparency is becoming increasingly important to consumers, and being transparent about your business practices can help add a personal touch. Share information about your process, your suppliers, how you produce things, and any other aspects of your business that your customers may be interested in. This can help build trust and create a sense of authenticity that can be difficult to achieve otherwise.

Show Empathy

Empathy is another important aspect of humanizing your brand. Showing empathy means understanding your customers’ needs and pain points and taking steps to address them. This can include offering personalised customer service, creating products or services that solve specific problems, or simply listening to your customers and showing that you care about their experiences.

Share Customer Stories

Sharing customer stories can be a powerful way to humanise your brand and connect with your audience. These stories can highlight how your products or services have impacted the lives of your customers. This can be especially effective if you can find stories that relate to your brand’s values or mission. When you share user stories, it can help create a sense of community around your brand and showcase the real-world impact of what you do.

Humanising your brand is a powerful way to connect with your audience, build trust, and drive long-term loyalty. By telling your brand’s story, showing personality, using authentic imagery, engaging with your audience, being transparent, showing empathy, and sharing customer stories, you can create a brand that feels relatable, authentic, and truly human. 

For an idea of what brand storytelling can look like, take a look at these examples here.

As a branding and website designer, it’s my job to help you communicate these values visually and strategically through design. If you’d like to learn more about how I can help your business stand out by helping you create and build a strong and human brand, get in touch.

About the writer…

I’m Katie and I’m besotted with taking adventurous female creatives, coaches and educators on a journey of discovery of their business from the foundations up, to give them a crystal clear brand vision and a new found confidence to make an impact.

I know what it’s like to start a business and then find yourself on the road to burnout because actually, you’ve taken so many wrong turns and lost sight of the reasons why you started on your journey in the first place.

I hope these design notes inspire you to create the brand of your dreams. 

Katie x

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