This week BrandTech News is excited to share with your our first Guest Reporter, Sookie Lioncourt, bringing us news and views from her home office in the UK. Welcome, Sookie!
by Sookie Lioncourt
Your customers are human, and so are your business partners. The people who create your products and contribute to the proliferation of your ‘brand’ are also all, human. As a response, it’s just fitting that you should also start ‘humanizing your brand’ to make it more interesting and universally appealing. Tim Ingold Jr. and Jabil Circuit of Wired said that through this practice, retailers and establishments alike “can seek ways to add a personal touch to non-traditional outlets” for your products and services. With the rise of digital technology, this can be done with ease — you can leverage social media interaction to provide real-time information to the public, use an intelligent virtual machine in your freestanding kiosks that dispense products, or take advantage of augmented reality technology to add a lively flair to your brand. To elaborate this further, read on below for we discuss how digital technology can indeed give life to your precious brand.
Through Social Media Influence
Using a social media channel is a thoughtful and deliberate process in giving life to your brand that yields some great benefits when properly utilized. Maren Hogan of the HR Examiner pointed out that the “humanization of a brand fosters more intimate brand-customer communications, customer loyalty, growth through feedback and increased engagement.” Here’s how you can leverage social media:
Collate all the responses from your customers and visitors, even if they are criticizing your products and/or services. The whole point of having a social media account is to hear, apart from being heard. Treat your online followers as if they are all your friends by listening to their suggestions and sentiments.
- Respond Rapidly and Individually
Those who will leave a quick wall posting your business page wanted to be acknowledged and addressed immediately. If the information is not yet readily available, at least have the decency to tell them that someone is looking into the situation. Inactive social interaction translates to inconsistency in your business and company as a whole. “No one likes an inconsistent company… this is a glaring flaw when making use of social media interaction,” as highlighted by Wise (@letsgetwise). The web may be far too big to win over everybody, but a bit of personality is way better than being a faceless autobot.
- Say Sorry When Necessary
Humans are not perfect. We do commit errors and mistakes and that’s OK. Apologizing to your customers will help them realize that your brand is committed toward serving them and caring for their personal interests. You’ll be surprised by the favorable effects that you can achieve when you “kill” them with kindness.
The Use Of Virtual and Real-Life Objects
What could be more human than a product that acts like one and operates like a person? One example of this one is the virtual holographic mannequin of Boston’s Logan Airport named Carla. She is an attractive young lady that gives out pieces of advice ranging from air security and safety. She and her other virtual sisters, whose located in strategic locations inside the airport, are also there to greet passengers and accompany them as they leave and arrive in the vicinity.
Another example is the campaign created by Douwe Egberts Coffee Company called “Bye Bye Red Eye.” The Dutch company installed high-tech coffee vending machines in airports and other public places that interacts though facial recognition software. So, when a yawning traveler approaches the machine, it automatically dispenses a hot cup of coffee for that wearied person.
Though these practices are done outside the traditional store setups, using the machine’s lively element can establish a more personal link between the brand and the consumers.
By Augmenting Reality
Augmented Reality, three-dimensional web tools, and interactive computer applications can also add a human flair to your brand even without an actual person from your company involved in the process. For instance, some clothing and Eyewear e-commerce shops are employing the use of virtual fitting room that uses the customer’s web camera to see if a particular product is ideal for them or not, before doing a transaction. Since this practice fosters a product-consumer engagement, using Augmented Reality is a cost-effective way of humanizing your brand.
With the proliferation of technology, adding a human touch to your brand is no longer a difficult venture. As you’ve seen, you can leverage social media interaction to provide real-time information to the public, or use an intelligent virtual machine or tangible object to foster product-costumer engagements and vice versa. – SL
ABOUT THE AUTHOR:
Sookie Lioncourt has a solid background in business administration and marketing, she can give you helpful pieces of advice to kick start your business, and ensure your brand’s success by leveraging the power of digital technologies and online media platforms. Talk to her via LinkedIn.