Personalization has become a vital part of effective branding strategy of late. People have shifted from being mere consumers of traditional marketing tactics, to desiring to engage with brands that are more attuned to their values instead. To stand out in today’s crowded market, corporations must learn to move beyond the traditional and generic ways of branding. They are able to create more meaningful and lasting connections with their target audience with personalization. By tapping into the unique needs of their diverse audience, corporations can create an experience that resonates better with their target customers and ultimately, build loyalty.
Humanizing your brand involves making the brand more relatable and approachable to your customers. It helps in creating a connection between a brand with its target set of customers by designing content that resonates with them. This can be done through storytelling, personalized content, and creating an emotional connection with the customers. Corporations can also leverage user data to create customized features for prospective customers. Adding a personal touch to your brand can help build an emotional connection with customers and, in turn, lead to increased trust and loyalty. When customers are offered tailored solutions that meet their specific needs, they’re more likely to incline towards that particular brand and even recommend it to others. It can also help in strengthening your relationship with customers, as they feel appreciated for the effort the company puts into understanding them. Furthermore, personalizing your brand can help your firm stand out from the competition, making customers feel like they’re getting something special from your brand.
An excellent way to put a face to your brand is by creating an emotional bond with your customers. Doing so can lead to greater brand loyalty and trust amongst your targeted audience, as customers are more likely to return when their specific needs are cared for. Here are some things businesses need to do to stand out and create a personal connection.
Make things simple for your audience with customer service: When you understand your customers’ needs, it becomes easy to bring them to your corner. One way to do it is by providing them with personalized experiences that make them feel special. Most brands understand how essential it is to prioritize customer service because customers are the ones who will talk about the company outside which could eventually lead to more leads. Additionally, providing relevant information to the customer on their preferred channels in a humanized manner about new products/services can help you grab their attention.
Timely engagement: Customers want businesses to recognize their particular interests, likes and dislikes, and to interact with them as an individuals rather than as part of a larger group. The adoption of unique and diversified service quality can be done by offering individualized and customized notifications, offers, and products to customers. Customers will remember your brand if you engage them and add value to their experience. The more involved they are, the longer you will have to convert them to be part of your permanent customer base.
Covey compelling stories: The importance of humanizing your brand is for your business to be known more than just a service provider, to be known as a living and unique individual offering solutions to problems by using stories as a tool to communicate. People connect with their peers, not with companies, so by giving your business a relatable persona you can show your lighter side by telling stories that relate to your audience. Subsequently, brands become references on the subject and bring closeness and transparency to the audience. On the other hand, a brand should not be invasive or use strong persuasive methods to sell.
Personalization also helps in customizing content, products, and services to meet the individual needs of customers. It involves understanding customer preferences and creating wonderful experiences that meet those preferences. Technology can now enable companies to meet these expectations by delivering personalization to large numbers of customers at a low cost.
The following strategies can help one to take personalization to the next level:
- One of the great ways one can brand master is to increase engagement with customers and prospects to fully leverage data, which means we can personalize each customer’s touch point. It can also help you take on tedious tasks that suck up valuable time and resources, in fact, most consumers are loyal to brands that cater to their preferences and needs. This automates greater efficiency and better experiences.
- The time and resources spent creating content can be overwhelming, especially as customers increasingly expect more engaging and personalized content. User-generated content solves these problems, saves resources, and gives brands the credibility their customers love.
- Recommendations of new products made in an engaging manner can notably elevate conversions. In fact, many consumers believe they made an unplanned purchase simply because a product recommendation was so accurate. Yet the power of recommendations is to encourage deeper engagement with its wide range of customer base, from families to students to retirees. It is like being in a good relationship. This is intimate and shows that you really care and are listening to their wants and needs. Consumers are happy to share their data for personalized experiences. Platform users, in particular, are more open to providing personal information, as they specifically want a customized experience.
Brand loyalty is built on exceptional brand experiences. It comes from providing value to the customers and demonstrating that the brand is investing in them beyond just transactions. Every business knows the cost of acquiring new customers. By discovering and meeting the needs of today’s customers, businesses can benefit from increased lifetime value for existing customers. Plus, you can market to tomorrow’s customers more effectively. Whether you’re building the building blocks of a personalization program or looking to improve your current program, these strategies are sure to take you to the next level and foster long-term loyalty from your customers.
The article is authored by Yen Sim, Director of Global Branding & Communications, Vantage. Views expressed are personal.