This publication is called [C], which I believe stands for “C-Suite”, so I assume I am talking to the boss. It’s nice to have the undivided attention of the top-level decision-maker for a few minutes so I’ll try to make the most of it. In this column, I will try to offer some advice to help your brand work harder for you and maybe avoid some common pitfalls.
This month, I want to implore you to be more human. Not you personally, but your brand. Sometimes I think we forget that brand communication is just people talking to other people.
Your customers will warm to the same kinds of attributes in your brand that human beings portray. Even if you have corporate brand guidelines which cover ‘positioning’ and ‘tone of voice’, you can go further and try to bring human qualities to your interactions at every touchpoint. Brands, like people, can be generous, confident, respectful, helpful, funny or any of a thousand other things. In our hyper-connected world, the opportunities to interact in-person with your customer abound, so make the most of them and learn from brands like Wendy’s and, most recently, Weetabix who have made this an art form.
So, what practical steps can you take to make your brand more human?
