Connecting potential customers with your brand is key to driving the success of your business. Humanizing a brand can establish trust and create commonality between a business entity and its customers. So how can you be relatable as a company? How can you genuinely convey to your customers that you understand?
Start by telling your story.
With the emerging concept of brand journalism, storytelling is more relevant now than ever before in marketing and B2B public relations efforts. The tradition of storytelling is often rooted in history, and telling your brand's story is no different. Revealing history can establish a brand personality and invite your audience to share in the business journey of your company.
How yesterday became today matters, and telling that story shows your drive for success and growth as a company. When you share where your company came from, the challenges along the way, as well as the successes, you create a spirit of authenticity for your brand. Your story becomes honest and engaging, which cultivates trust and leaves customers coming back for more.
1. Share on social media. We've all seen an Instagram or Twitter Throwback Thursday post from a friend. Reminiscing is not just for baby pictures and high school prom photos. Your company can join in on the trend. Posting a #tbt, as it is known on social media, can give customers relatable insight into your business. You can post a picture of a former office building, your first logo draft, or group shots from previous years' holiday parties. Don't forget to add #tbt and tag anyone included in the post to boost engagement.
2. Write a blog. A throwback picture can easily be turned into a blog post. The great thing about posting a story of company history is that it is not in your face or promotional. Your audience can read the blog as they would any story without realizing the author is a business entity. Make it a genuine narrative providing understanding into your brand's past.
3. Involve your audience. When you tell a story about the past, ask your audience to do the same. If you post about your CEO's first job, leave your audience with the question, "What was your first job?" Do they have a memory of your business from years past? Ask them to share with a comment or picture. Engaging your audience by asking questions evokes emotion and, again, humanizes your brand.
Nostalgia is warm and inviting. If your business has thrived throughout the years, let your customers know. A business with history means a business with success. If you know you need to connect with your customers more effectively, but don't know where to start, Ripley PR can help. We have experts on hand who can develop social media strategies and create blog content so that your story can be heard.