Image by Death to the Stock Photo
I’ve been writing lately about the future of business and marketing: being more human. In my introductory article I unpacked the trend towards ‘humanistic marketing’. In Part 1 I discussed the use of company values, and Part 2 was about considering to what extent those brand values are lived across team members who work there. These are all crucial considerations for ensuring you have a ‘human’ brand that connects with people.
In this article, I’m taking it a step further: I’m looking at how you apply that human and approachable brand across your online communications.
Your online communications include such things as your company website, emails, newsletters and social media profiles and posts. This is a huge component of your what makes up your business brand, because these days your potential customer is researching you online before they ever make contact.
With so much competition out there on the Internet, companies are striving for ways to stand out in the sea of content, to make a high-impact first impression and get their online audience to act on what they see. With clarified brand values that speak to the humanity of your business, and a team that is backing that up with every interaction, the next step is to align your digital marketing and communications with the same brand.
With clarified brand values that speak to the humanity of your business, and a team that is backing that up with every interaction, the next step is to align your digital marketing and communications with the same brand.
Of course, this is not a straight-forward endeavour. There are many touch-points where people experience your brand online, and all these need to be evaluated for their consistency with the message you want to communicate. The best starting point is to have your branding evaluated by a professional in this field, but if not, try getting a focus group of a mix of clients, team members and newcomers who don’t know your business, to answer some questions around what assumptions they make when they experience your website, social media pages, e-newsletter and so on. If what they say doesn’t match with the key messages you’ve identified for your brand, you have work to do.
After that it’s about making changes to things like website word content, images, design, social media posts and marketing tactics to ensure you are effectively and consistently sending that message about your human, value-driven brand.