5 Distinct Ways to Humanize Your Brand

Positive young woman thinking

What makes you unique in a cluttered marketplace?

To spark sales, you need to warm hearts. According to PxC’s 2018 Global Consumer Insights survey, “trust in brand” ranked in the top three reasons a person buys a particular product. In today’s noisy landscape, people are eager to make connections. Trust and purpose have become some of the key brand attributes valued by younger purchasers, and 57% of U.S. consumers say they want stores to serve a higher function than simply selling a product.  Though most people think of themselves as rational creatures (absorbing information, weighing it carefully, and making thoughtful decisions), many buyer decisions are driven by gut feelings or subconscious reactions. According to one 2017 Millennial Brand Perception survey, emotional connections to companies are a key motivator when it comes to prompting purchases. Check out these responses:

  • 48 percent said they are more likely to buy from a brand if they know the people behind it
  • 47 percent believe it’s important for a brand to take ownership of its mistakes
  • 47 percent said they want a brand to take their feedback into account

To spark sales, you need to warm hearts. According to PxC’s 2018 Global Consumer Insights survey, “trust in brand” ranked in the top three reasons a person buys a particular product. 

Disarm Suspicion and Build Trust

When you want to gain loyalty and differentiate yourself from a zillion others, brand personality is essential. 

But being YOU means you can’t be everyone else. So, be bold in your exceptional identity! While you want to avoid being unprofessional, embrace your core principles and flaunt them with fortitude. Like this hotshot: 

Alfa Romeo, an Italian car manufacturer, expresses personality with panache. The Italian brand represents style, sophistication, and the mechanics of emotion. Alfa Romeo parades its ethnicity with a smug, sensual tone. Print ads ring out with phrases like “Mamma Mia,” “Passion Realized,” and “Power in the Hands of the Few.” The brand features ads of its hottest sports cars with the words “Statement Made” and characterizes products with that same swagger: “In a world of bland SUVs, the 2020 Stelvio is a spicy Italian meatball in a Ferragamo suit.”

The brand is unapologetically Italian. And it speaks like one.

Add Practical Tricks to Your Toolbox

Regardless of the industry, it’s in every brand’s best interest to connect with its audience on a human level. 

In our latest marketing white paper, you’ll learn about disarming suspicion, distinguishing your brand personality, and making your business more relatable. You’ll also study five strategies for showcasing your personality and enjoy examples of brands that are bold, playful, and distinct.

To dig in with these five strategies, read the white paper in its entirety at https://www.alinkprinting.com/resources/sales-and-marketing-white-papers/

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