Promoting your brand is easy. All you have to do is pick up the phone and ask the Kardashians to endorse your product. That’s it. Job done. You can now take the rest of the day to plan your next business venture, which is certain to succeed once you drop a text to The Obamas, or JZeoncé, or failing that, Harry and Meghan.
Celebrity endorsements work. And that’s a fact, Jack. But why do they work? What’s so special about seeing an actor or sports star pretend to enjoy a bottle of shampoo more than any other bottle of shampoo they’ve ever enjoyed in their life? The answer is tricky, but it comes down to humanising the product and appealing to the target audience’s values – the thinking is that if you like Lady Gaga, and you also like baseball caps, you’re likely to buy the caps she wears because then the universe will become that much more aligned for you.
Humanising your brand is simple enough, and you don’t need celebrities. However, you do need a social media strategy and various publishing tools to help stay on top of your plan (see this social media content calendar for ideas). But for now, let’s stick to the question of ‘why humanise your brand’?
“Posted by: Admin”
Nothing says faceless corporate machinery more than a social media update that was posted by “admin”. Now, you can also overdo this the other way, so be careful. For example, ever sat down to watch the evening news and noticed some of this going on:
“Over to you for the weather, John.”
“Thanks Carol, it’s going to rain, back to you in the studio, Carol.”
“John, thanks John. John there, with the weather.”
Too much friendliness is overkill and fake. No-one speaks like that. Humanise your brand by adding a name to your posts, and people will feel like they are dealing with real people, but don’t add a little bio under everything attached to that name (nobody cares that Sally joined the company as an apprentice and recently turned vegan).
Go behind the scenes
Companies are ten a penny these days. Anybody with a laptop, a free afternoon, and a penchant for web design can throw together a convincing-looking website that says “hi, we sell that thing you need, and we deliver to your area, click here and send us your money”.
People know this. People look for fraudulent tell-tale signs that they might be dealing with … let’s just say, not an established and trustworthy brand.
That’s why you should leverage social media as a way of showing your ‘behind the scenes’ operations. If you’ve got fancy offices or a new big warehouse with people in hardhats looking official, show it off. People love to see that there’s a real company behind the “buy now” button.