People trust people, people buy from people.
If you want to connect better with your audience, your brand need to be human, it need to feel human, it need to act human.
There will always be real people behind every brand, but not everybody will feel like there are, because sometimes when there’s a lot of people are in charge, the brand can easily get watered down and get confusing.
It’s so easy to lose the essence of what the brand is, especially if you don’t actually know what the essence of the brand is in the first place.
You need to create a persona for your brand, you need to give it a life so that it could live and breath like a real human, or at least people would feel like it actually is.
We want our audience to think and feel that behind your brand are actual people, working collectively to delivering them values and benefits.
To be able to act and behave like a human, you need to create a character for your brand that anyone from your team or employees can refer to and embody it themselves when needed.
To get clear on what character brand has, you need to answer these are four questions,
1/ Archetype (what is your persona)
2/ Look & feel (how do you appear)
3/ Tone of voice (how you say things)
4/ Messaging (what things you say)
Once you are clear with what the character of your brand would be like, it would be easier to create a visual identity, verbal identity and behavior guidelines for your brand.
Having guidelines for how your brand should look, talk and behave will definitely help your team and employees to embody the character of the brand.
The way to connect with your audience is to be human, and knowing what your brand would be like as a human is the first step to achieving that.