You know that friend who makes you walk on eggshells every time you’re around her? Or that family member whose personality flips from fun to angry without warning? You know the one. And they’re not the easiest to be around, are they? People like that tend to make us nervous and uncomfortable. Why? Because they’re unpredictable and inconsistent. And humans crave consistency. We like to know what to expect. Why else would we buy $4 lattes at Starbucks, after all?Consistency breeds trust, and that’s what all good brands—and relationships—are built on. When you represent your company and its brand consistently, customers and prospects see something stable, solid, and trustworthy. Something worth being part of. From your elevator pitch to your social media posts, your story—and the voice you tell it with—needs to stay consistent.
We are wired for connection and community. These are things that all humans crave and need. So creating a humanistic brand only makes sense. So how does one go about creating a brand like this? Here are a few tips:
- Write like a human. Avoid stiff, overly academic, or jargon-laden copy. Use words and phrases that are relatable, warm, and inviting.
- Use first and second person point-of-view in your writing in most cases. Use words like “I,” “we,” and most of all “you.” Talk to your readers like you’re having coffee together, not like they are sitting in an audience watching you present.
- Speak directly to your prospects’ and customers’ pain points instead of making it all about you. Address their concerns, needs, desires, and even fears in your brand messaging. Make it clear you care about them.
“People relate to people, and if your brand feels like people, they’ll relate to you, too.” -Author Laura Busche
If this one makes you nervous, you’re not alone. I can’t tell you how many times I’ve heard entrepreneurs say, “There are so many others out there offering the exact same thing! Who will buy from me?” Let me encourage you with this: there is only one you. Only one. And your flavor of your business will not be the same as the next. There might be similarities, sure, but you are offering the world your version, which is unique in itself.
That being said, it’s still critical to spend some serious time identifying some differentiators—what sets you apart from your competition—before you write a single word about your business. If you need to, do some research. Look around at others who are doing what you plan to do and figure out how you or your offerings will differ? Ask people who know you well or have already done business with you to weigh in on this if it would help. Maybe your differentiator will be the specific audience you will serve best, the quality of your offerings, the style in which you deliver, or the timeliness. It could be anything. But once you’ve identified these differentiators (there are usually a handful of them), start brainstorming how you can make them really clear in your messaging.
You’re on your way to creating an irresistible brand story, I just know it! As you’re working through some of the above, start writing things out—whether in a journal (this one’s my current favorite!) or in a Google doc. This is a great place to capture ideas and additional thoughts as you start solidifying the story of your business and those you want to reach.