why you need to treat your brand like a human.

Your brand is not just a logo, tagline, or product. Your brand is a human - a living, breathing thing, with its own personality that speaks to your target audience and represents the values and quality of your company.

We understand that a strong and confident brand identity is crucial in building trust and credibility with consumers, and yet many businesses fail to execute an effective brand that you can really relate to and believe in. This is because we as humans are a social species - we like talking to other humans. Granted, some like socialising more so than others, but the point is that many businesses fail to realise that, when engaging with their target audience, their target audience wants to feel as though they can trust, relate to and confide in your brand. If your brand feels inconsistent, your audience will sense this and lose trust in your brand. With all that said, here are a few things to consider about how your brand is portrayed:

> Brands should determine their brand personality

Imagine your brand is a human being with its own set of personality traits and beliefs as well as its goals and motives. The first step in creating a confident brand identity is to determine your brand’s personality. Ask yourself:

What sets your brand apart?

What values does it stand for?

What message does it want to convey?

As you’re figuring these out, you should be asking yourself if this person (your brand) would be good friends with your target audience. By answering all these questions, you will be able to establish a clear and consistent brand tone that appeals to your target audience.

> Authenticity and Consistency

Consumers today are savvier and more discerning than ever before. They can easily detect when a brand is trying to be something it’s not. That’s why it’s crucial to stay true to your brand’s personality and values, even if that means taking a risk or being unconventional. A confident brand is one that is comfortable in its own skin and knows what it stands for.

Your brand should be authentic and consistent in its messaging. Its personality should be reflected in all aspects of your marketing, from your website and social media to your customer service and packaging. This consistency helps build trust and recognition with your audience and reinforces your brand’s unique position in the market as your brand will be perceived as one cohesive entity.

> Staying Relevant

A confident brand is one that invests in its image and presentation. A well-designed logo, website, and marketing materials are essential for creating a strong first impression and establishing your brand’s credibility. It’s also important to regularly review and update your brand’s visual elements to ensure they remain relevant and engaging.

While some brands may be hesitant to do this for fear of coming across as indecisive or unsure of who they are, this actually shows your brand listens to its audience and understands current trends. However, this doesn’t mean your brand MUST change its look every now and then. Ultimately, by following the aforementioned advice and really understanding your brand, you’ll know when the time is right for a brand refresh, or if it even needs one at all. As long as you execute a brand refresh with absolute confidence, your audience will understand and appreciate your brand.

> Open to Feedback

In case you’re not already, you should be listening to your audience and be open to making changes based on feedback. This shows that your brand is open to growth and improvement, and is committed to providing a positive customer experience. It also helps build a relationship with your audience and strengthens your brand’s reputation.

This can lead to increased brand loyalty, and with that, user-generated content (UGC). UGC is something that can hugely benefit your brand as it’s essentially free marketing from your audience. The very act of an individual consumer posting positive content online about your brand shows to their friends and followers that vouch for you, thus boosting your credibility dramatically.

By now, after reading this article, I hope you can agree with me when I say your brand is a “human”. A confident brand is essential for building trust and credibility with your audience. By determining your brand’s personality, being authentic and consistent, investing in your image and presentation, and being open to feedback, much like a human, you can establish a strong and confident identity that resonates with your target audience.

If you need any help with brand strategy or marketing, feel free to get in touch!