How to build a human brand

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.

human brand

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.

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About Isra Garcia

Marketer, Social Media and Digital Transformation Advisor for international brands and agencies, Speaker and Educator. Entrepreneur. Businessman. Lifestyle Experimentalist. Disruption Enthusiast. Principal at IG. Stand OUT Program education founder and Engage-Worldwide &Engage Colombia cofounder, a business transformation & digital leadership agency. Author: Human Media, Mapmakers, Ultraproductivity, Burning Man Quest, 20 Days of Silence and Nonconformists. As well as cofounder of Mapmakers, the most visited Spanish-speaking collaborative platform about change.

Isra is principal at IG, a disruptive firm focused on digital business transformation, working in the last years for more than 35 brands. He was one of the members of the ‘Best Thinkers’ program for Social Media Today. Isra writes for international publications such as Social Media Today, Social Media Examiner, SmartBrief, Social Trends. He has also been named one of the top 20 social media bloggers by Solomon McCown, a well-known Boston-based PR agency.

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