These days customers can afford to be a lot more picky with the companies that they do business with. Because of the tremendous rise in online enterprises, there are so many more companies for customers to choose from. With such stiff competition, it’s more important than ever that your enterprise stands out. One effective way to engage with more customers is to take measures to communicate your brand personality.
But how do you establish what that personality is? Think about the people who are behind the business. What characteristics and interests do they all share? Combine this with the values and purpose (besides making money) that are at the heart of your company. This is your brand personality, and it should be used to influence all communications with your potential and existing customers.
At the end of the day, customers want to do business with people, not money-making machines. So here are some ways that you can put more of “you” into your business.
Via your website
These days, the majority of business-customer interactions are carried out online. So, it’s vital that you invest ample time and money into creating an engaging website. Hiring a good website design agency is the way to go if your in-house skills are not up to scratch. Look at your competitors’ websites and ensure yours is different. Use colors, images, features and, most importantly, content to make your business stand out from the rest. Give your business a face via your website. Provide photos and stories about the people who make it all happen. Striking the right balance between professionalism and personality can be achieved with careful thought and help from the professionals.
Via social media
Social media is an essential component of every company’s branding strategy. It provides the perfect platform to engage with potential and existing customers on a personal level. It’s vital that you add engaging content to these platforms on a regular basis. Otherwise you will lose your connections. Always be friendly and polite when responding to users. Create fun but appropriate hashtags to engage. And connect with other organizations that reflect your personality. For example, if your company prides itself on being eco-friendly, you may wish to friend and follow environmental organizations.
Via email marketing
Your customers will most likely receive a huge amount of emails from companies they’ve done business with. The vast majority of them will be skimmed or binned without being opened. Therefore, you need to do something to make sure your messages stand apart from the rest. Use your brand’s voice to create an eye-catching and irresistible subject lines. But don’t disappoint your customers by providing dull content once they have opened the email. Use fun, friendly language, layout and images to communicate your message and engage the readers.
The personality of your business is one element that will set you apart from your competitors, engage customers, and create long relationships with them. Think about your company’s personality and how you can communicate this to your target audience.