Humanising a Brand
I was sharing my thoughts on a panel the other night and was asked about building brands and the voice and persona of a brand. This got me reflecting on how things have changed over the years. Originally it was all about making a brand into a person. But, over the years, my thinking has adjusted; it’s no longer about a brand being a human but the human beings behind it.
In order to build a more authentic and comprehensive representation of the brand, it is essential to encourage multiple people from within the organization to engage and contribute to the brand's online presence. By showcasing a distributed voice, brands can provide a multidimensional perspective that reflects the true nature and diversity of the company.
Here are some ways to encourage a distributed voice within a brand:
Empower employees: Encourage employees from different departments and levels of the organization to participate in the brand's social media activities. By doing so, the brand can benefit from a range of perspectives, experiences, and expertise that contribute to a richer, more diverse brand narrative.
Create guidelines: Establish clear guidelines and best practices for employees who are representing the brand on social media. This can help to ensure consistency in messaging and tone, while still allowing for individual expression and creativity.
Offer training: Provide training and support for employees who wish to become brand advocates. This can include workshops on effective storytelling, social media etiquette, and content creation techniques.
Recognize contributions: Acknowledge and celebrate employees who actively contribute to the brand's online presence. By recognizing their efforts, the brand can foster a sense of pride and ownership among team members, motivating them to continue sharing their stories and experiences.
Encourage collaboration: Facilitate opportunities for employees to collaborate on content creation, brainstorming sessions, or social media campaigns. This can help to create a sense of unity and shared purpose while also generating fresh ideas and perspectives.
By incorporating multiple voices from within the organization, a brand can create a more authentic, relatable, and engaging online presence. A distributed voice showcases the true essence of the brand, demonstrating that it is made up of a diverse and talented group of individuals who are all committed to the company's mission and values. This approach not only helps to humanize the brand but also fosters a sense of trust and credibility among the target audience.
