COLUMNS • SALES & MARKETING
How to humanise your brand Paul Watkins explains how to inject some personality into your business and generate more loyalty from your clients. BY PAUL WATKINS
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eople don’t deal with businesses. They deal with people. I’m sure you’ve heard comments before like: “That woman Sue at XYZ Menswear was amazing! I am definitely going back there again, she knew exactly what suited me. I went in for a jersey and ended up spending $1,260.” Don’t believe me? That example was me from early last year. My visits now coincide with her shifts, and I am a loyal non-price-driven customer. The store is a nationwide chain, but the brand is not what I buy. I buy from Sue. It is the same for your brand. As you know, finances are a very personal thing. Only you and your clients’ doctor know so much about them. People choose their doctor based on the relationship, rather than their medical prowess, which is assumed. So how do you humanise your brand to generate a greater level of loyalty and referrals? There are several ways. Covid-19 has moved a huge amount of consumer activity online, and adding a more human, personal touch is more critical than ever.
“How do you humanise your brand to generate a greater level of loyalty and referrals?” 030
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The first step is to decide on the “personality” of your business If you had to choose five emotive words to describe your business, what would they be? Fun? Easy going? Funny? Informative? Helpful? Friendly? Professional? Chatty? Make a long list from a brainstorm with your team and consider each until you have reduced the list to no more than five. Base your choice on feedback from clients, the way you like to interact with them, and your personality. Most advisers use a brand that is descriptive and not emotive, such as “Mortgage Experts” – a general description, or “City/Town Mortgage Brokers” – a location. Adding a personality works for all brands, just like the woman at the clothing store. You sell an intangible service. The end result is the house your client is seeking. But you must put a personality to your process. Why should they choose you? What can you do that is better, quicker, easier or more personalised than your direct competitors? Basically nothing. You all operate pretty much exactly the same way, so it’s you they will choose, due to your demeanour and perceived likeability.
The next step is to consider the medium you will use to convey this message As online activity is the biggest opportunity by far, accelerated by Covid, then your website, Facebook, and LinkedIn stand out as the best vehicles. Fortunately, they are also the most cost-effective.
