Designing Brands That Feel Like People

A big part of modern market focus nowadays is no longer companies trying to sell you something; it is instead, brands. Brands, with their own personalities, their own values, even their own funny quirks.

What does it take to make a company look like a friend, or a cool neighbor, or a clever person you like? This has become somewhat of an elusive goal in today's markets, but if you have a team of committed marketing professionals, then it can be very attainable. How do you sell anything if the brand feels fake? People need a genuine link.

Involving Human Values

The core of a person is based on how much they value what they have. The brand should make the customer feel heard through their designs. To succeed, a brand has to stand for something. People care about things; whether it's fair trade, environmental protection, or supporting local communities, businesses should do the same. Showing that a brand has values similar to those of its customers helps build that trusting relationship; this works especially well with younger audiences. In other words, brands must have a goal and stand for that goal with integrity. If the company doesn't stand for something, then why support it?

Crafting A Real Voice Really Works

The way in which a business talks to its customers matters as much as what the brand says. Is the brand serious and professional? Is it funny and casual? Perhaps the brand wants to be seen as an expert, or just an approachable friend? Whatever style of communication seems best, the brand has to commit to it. If the brand wants to build a strong relationship, then it needs to talk to clients through things like Instagram with a consistent "voice."

There needs to be a unique style of the business's posts on social media, the company's blog, and also through customer service. This consistency starts bringing a sense of intimacy and trust to the client. In today's world, it can be very easy to buy Instagram followers, but the reality is that those followers might not be real. So, it could be better to have only a few followers who you know are genuine. Remember the end client, and talk to them as if they are your next-door neighbor.

Keeping It Authentic Always Helps

People can now spot someone trying to be fake from miles away. It's been shown that nowadays customer loyalty is more in line with which of the brands speak honestly. Brands should avoid using jargon to inflate their status, and they should also actively engage with clients. Engage on social media, take note of feedback, and also admit mistakes. Be real, be sincere, and if problems ever arise, fix them.

Many younger businesses have failed in the past because they make themselves look like some sort of supreme, untouched, infallible god that can solve any and all problems in the business world. If you do that, then many clients who are seeking real help will just look the other way because they will assume there is a catch. Therefore, it could be said that if the businesses are able to come to terms with their own brand identity, the more honest they are able to be. Then, the more authentic and honest the business is, the more people will use it.

Deciding Through The Product Alone

Ultimately, the product is really what sells itself. The product or service represents all the values the brand stands for. If it does something that the customers hate, then the problem will be fixed very quickly. Keep in mind that the quality of the products and services sold has to match the values that we stand for. To accomplish the goals of standing for something, it also involves getting clients actively involved with the product/service.

There needs to be surveys, quizzes, contests, etc, for people to engage the brand and actively build their own story/relationship with that product. This could range from something as simple as a coffee brand doing a "create your own signature drink campaign" or even a clothing manufacturer having a design contest. So, if possible, there needs to be a feedback loop available for people who support your dream.

Conclusion

Designing a brand to look like somebody creates lasting personal relationships with clients, which ultimately makes consumers more loyal and eager to purchase products. If it's done with values, voice, and accuracy, it also creates an opportunity for people to create their own stories that ultimately generate more growth. The goal to succeed is to always remember that clients create an interaction with the brand for the products, and also because they want to feel a real bond with the creator.