Websites, social networks, coughs, coughs, it’s very practical! But sometimes it lacks a little human warmth, don’t you think? Some brands are as warm on the web as a tub of frozen ice cubes. Result: we don’t want to know them, and we’re looking for a competitor who will be a little more friendly. Uh, did you feel targeted? Do not panic, it is possible to remedy your glossy image. Here are 4 tips to follow to humanize your brand on the web…
When you get to your site, can you see something that looks like this?
Frankly, stop taking people for idiots! No one will believe that these are your teams. Have you seen their face? They all have an ultra-bright smile, not a protruding hair, and of course the average age is 30 years (seems that afterwards, we are less photogenic …!). And the musketeer posture they adopted does not look very natural … Not to mention the decor: not a paper lying on the table, etc. If I do a surprise photo raid on your business, I have big doubts about being able to take a picture like this.
The problem with these visuals is that they are absolutely not credible. So, we don’t know who the real people behind your company are, and that doesn’t make the relationship easier. Despite their big smile, the people in the photo do not want to get in touch with you: we know it’s fake, and we are wary!
Instead of visuals like this, try to bring people into the world of your business. Do not hesitate to show your real employees, even if they are not fired up. You can also show your premises, tell about your daily life within your company, etc. The more true (ideally!) Your communication will be, the more you will give a human and sympathetic image of your brand.
2. Adopt a sympathetic tone
Now let’s talk about the texts on your site. If they are impersonal, they risk not marking the memory of Internet users, or even discouraging them from reading them. Ditto if they have a lot of jargon. Remember: your prospects do not necessarily know your industry very well, that’s why they need you!
The rule of thumb is therefore to speak to them in simple language and to popularize anything that may seem a little technical. But that’s not enough. To humanize your brand, you must show that the texts were written by humans, for humans (and not by a robot, for search engines …!).
I don’t know why, but a lot of corporate blogs or “About” pages take on a really distant tone, probably thinking it’s more professional. But “professional” does not mean boring! If you happen to read American blogs, you may have noticed that they use a much cooler tone than we French. Their creed is simple: “write like you talk to a friend”.
Personally, every time I write a sentence, I say to myself, “Could I have said that to my mother? “. It helps me a lot, because I don’t adopt a cold and pontificative tone when I speak to my mom. And I also take care to explain to her in simple words what my job consists of, otherwise she quickly finds herself lost. Try it and you will see, this technique works super well!
3. Start a conversation
You’re at a cafe with your friend Gino and he’s only talking about him. What he says interests you, but after a while, you would like to place one … Only here, impossible, your friend has been monopolizing the conversation for more than twenty minutes. Uncool.
Admit it: in these circumstances, you are a little drunk by Gino and you do not find him super nice. You would much prefer to have Alex, your childhood friend, with whom you can trade in real life.
Many brands look like Gino on the web. They only talk about them. On social networks, they only share articles from their blog. And on their blog, they only talk about their news. Closed atmosphere guaranteed.
Some brands even lock comments, because hey, they want to talk to you, but you should not start to respond to them either! This type of communication is called downlink communication. And it’s not good, not good at all. People who read you feel ignored. They understand very quickly that you are there to cheat on them, but not ready to listen to them for real, to understand their expectations and their needs.
So, center yourself. Stop looking at your little navel, and start a conversation with Internet users! Interact with them on social media. Talk to them when you write a blog post (hello, reader!). Open and reply to your blog comments. Put a chat on your site, why not! In short: create a link with your targets. It’s the best way to humanize your brand. Because the human being is a being of re-la-tions. Eh yes.
4. Show that you have values
Last but not least, to humanize your brand on the web, show that it has values. The best of the best is to have a charitable commitment, which you can promote. It’s not just for multinationals! For example, the Prezzio site (a small company that offers low cost websites) transfers part of its funds to a charitable association. The company makes this known in the footer of its website (click to enlarge):
A commitment of this type shows that you are a committed brand, which works in your favor. Without going that far, you can also speak more simply about your corporate values. However, avoid generic terms, which are not sincere. Show that you have personality, what the hell!
We’re talking about humanizing your brand, so it’s important to make your voice heard, not a hackneyed speech everywhere else. If you are not sure what to say, take a look at the side of startups. Zappos, iAdvize, and many others share on their site what makes them vibrate and which is close to their heart, and we feel that it comes from the guts. This is what makes all the difference between a sanitized brand and a brand that we appreciate.
In fact, a key value to humanize your brand is humor. A brand that causes laughter among its consumers creates a strong emotional connection with them. Carambar, Oasis and company can attest to this!
Humanizing your brand on the web does not really mean much. The problem is that habits have a hard tooth and that we often tend to believe that you have to look cold to look professional. A serious error which it is time to remedy. So get to work!
Image source : Shutterstock