Transform your relationship with consumers through vulnerable, human brand communication.
The success of a business hinges on so many factors. Communication, however, isn’t typically counted among them. It’s often an afterthought, and when it is utilized, it’s considered a vehicle for sales or event promotion.
Don’t get me wrong, there is a place for sales tactics and event promotion within a brand’s communication strategy, but that cannot be the sole purpose of every communication between brand and consumer.
In last week’s content post, we dug into the data behind why content is Queen. One of the stats in that piece recognized that “78% of people perceive a relationship between themselves and a company using custom content.” A relationship.
That’s huge. And it gives us the key to a good brand communication strategy.
As human beings, we expect healthy relationships to be more than simply transactional. We don’t mind giving, but we also want to receive. This is true in all relationships, including and especially brand-consumer.
If the only time your customer hears from your business is when you’re asking something of them, chances are they’re going to tune you out. They already know what you’re selling; they want a reason to buy it. They want to feel a connection to the product, sure, but more importantly, to you.
Your customers (and potential customers) want to know the why behind the what. They want to know what you’re passionate about, what’s happening in your world, what’s important to you, and how their participation in your business is benefiting them and others. What’s so special about your business and your product and you? Why should they invest in you financially and emotionally instead of elsewhere?
So, tell them. Show them. Pull back the veil and let them see. Communicate with them. Regularly. And not just when you’re running a special or hosting an event. All the time, about all the things. Make them feel like they’re a part of the fabric of your business. Because they are.
Now, I’m not suggesting you send out intimate, personalized communications every day, or even every week. I am, however, suggesting that you make regular, consistent time to address your customer base as a human being rather than a salesperson. Monthly is generally ideal, but if that feels like too much, start with bi-monthly or even quarterly.
Share how things are going. Share what you’re up to. Share what’s on your mind. Share what’s driving your business decisions. Share good news. Share bad news. Keep it real. Keep it kind. Be vulnerable. Give them something they won’t get any place else.
If this isn’t part of your practice, setting aside that time and sorting out your thoughts might seem overwhelming. But it’s important. And if you schedule that time and prioritize, you might find that you enjoy the opportunity to sit, gather your thoughts, and share them with people who’ve invested in your business. After all, they’re investing in you; why shouldn’t you invest in them?
Everything your brand does communicates something. Make sure what’s being communicated is what you want to say. Make sure what’s growing is healthy and good.
Poesy Co. LLC specializes in crafting messages that bolster your brand and resonate with consumers. If you’re ready to transform your brand communication and watch your community grow, let’s work together.
Are you ready to become a poet?
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