1. Define your leitmotiv: “establishing emotional connections” for instance.
2. Let the feelings flourish: anger, sadness, happiness, love, joy, etc. Make sure that feelings are authentic and not pretended.
3. Chose the appropriate ambassador, the one who best represents the brand inside your community and market.
4. Draw the ideal shape of the person that will connect with your brand (known as buyer persona). This person will buy from you and spread the word. Once this ideal buyer persona is developed, fit your narrative, messages, services, logistics, operations and marketing touch-points so you can design everything around this profile. Not on the contrary.
5. Don’t post what you want, post about the content that your community wants to read, listen or see. Listen before acting on something.
6. Build peripheral services that add an extra value to you product o service. It has to be based on #3.
7. We don’t care about what your brand sells. You’d better organize workshops and seminars at no cost for educating potential customers. Right before they buy you product or acquire your service.
8. Build an emailing database not for promoting, but for approaching a specific target that has a specific need that you know how to provide it.
9. Send a very human email (not intrusive marketing please) only when you can create a positive impact, only when it’s worth it. This means reducing by 95% your actual email marketing tactics.
10. Start conversations with the goal of obtaining inputs that can help your brand and community improve.
Build a brand for the people – a human brand
If you use these ingredients, your marketing will expand your brand awareness and resonance. It will help you to grow your audience and reach. Mainly because you’re working for the people, you’re humanizing your business. The strategy is lead by customer feelings, their thoughts, needs and wants.
Put people right where they have to be, in the center. If this process is done well, the customer and your client will think that your brand belongs them, This is it.
Photo credit: Intersection Consulting.