Humanizing Your Brand: Amazon Personalization Strategies
If you want to grow your brand exponentially and increase your sales, you need to gain your target market’s trust and hit your customer’s heart strings. The best way to do this is to humanize your brand through personalization.
For years, business use robotic marketing strategies to appeal to customer’s logic. It works up to a certain point, but it can only do so much. Keep in mind that customers use their heart, not their mind, when making important purchasing decisions. People respond to marketing campaigns that they can relate to. They buy products that they are attached to.
Let’s take Emma as an example. She loves Bath & Body Works products. She’s been a loyal customer for years. She loves the scents and she sends “Bath & Body Works” gift packages to her friends every Christmas.
One day, Emma logged into YouTube and saw the iconic 2016 Marks & Spencer Christmas. She felt something when she saw Janet McTeer’s powerful portrayal of Mrs. Clause. You see, Santa’s wife was mostly portrayed as a sidekick. But, this ad portrayed her as a clever, innovative, and strong girlboss.
Emma is a telecommunications executive. She’s also a single mom to two teenage kids. She’s a typical independent woman. She rules at work and she raised her kids all by herself. She can easily relate to the Mark and Spencer’s ad. And so that Christmas, she decided to send Marks & Spencer gift packages to her family and friends.
How to Humanize Your Brand
McDonalds is definitely one of the biggest fast food brands in the world. It has more than 37,000 stores in the world and employs more than 200,000 people as of 2019.
But, even if McDonalds is such a huge business, they put a lot of effort to humanize their brand. They don’t only sell burgers, they tell relatable and heart-wrenching stories. They also offer personalized service. Their customer service representatives upsell based on each customer’s order and preferences. They also cheerfully greet every person who enters the store.
Humanizing your brand and allowing customers to take a peek at the inner workings of your company not only improves your sales numbers, revenues, and profits. It also increases your brand value and loyalty. But, more than that, it helps you connect with your customers at a much deeper level.
Remember that most consumers want experiences, not things. To win your customers’ hearts and inspire them to spend their hard-earned money on your products, you must appeal to their emotions.
Here are a few emotional branding techniques that can help you humanize your brand:
Create A Brand Personality That’s Relatable To Your Customers
You can’t touch everyone’s hearts. You just have to touch the hearts of your target customers. This is why it’s essential that you create a brand personality that your target market can easily relate to.
Let’s say that you’re selling perfumes and colognes for young girls. To appeal to your customers, you must make your product packaging vibrant, youthful, and colorful. You must use a bubbly and fun tone when communicating to your audience.
You must also position your product as a solution to your target customer’s problems. You see, most teenage girls are concerned about other people’s first impressions. They constantly want to win other people’s approval. Use this information to position your product as a tool that your teenage customers can use to make a great first impression.
Now, let’s say that you’re selling neckties for young professionals. To appeal to your customers, your brand must adopt a stylish, but serious personality. You must use a professional and serious tone when you’re communicating with your customers. You must also use neutral colors when designing your website or Amazon brand store.
If you’re selling hiking backpacks, you must create a fun and adventurous personality for your brand. You must use a language that your target customers can easily understand and relate to. You can use hiking and backpacking jargon. You can also post photos of the most exotic hiking locations on your website to awaken your customers’ passion for adventure and excitement.
Creating a brand personality that your target customers can relate to can help you build trust and can inspire brand loyalty.
Increase customer engagement.
Respond to your customers’ queries as fast as you can. You have to make your customers feel like their queries and concerns are important to you. Avoid automated replies when you can.
Take the time to reply to your followers’ comments and messages on social media. This simple act can turn a follower to a customer.
Try content personalization.
Make sure that you’re posting regularly on your website blog and social media accounts. Put a lot of thought on your social media posts. Make an effort to create content that’s relatable and useful to your customers.
Let’s say that you’re selling baking ingredients. To increase customer engagement, you can post recipes and baking tips on your website and social media accounts. You can also post stories about home-based entrepreneurs who achieved financial independence by making and selling baked goods.
If you’re selling women’s clothing, you can post fashion tips on your website and social media accounts. This does not only increase your brand value. It also helps you attract new customers.
Create an interesting and captivating brand story.
A lot of online entrepreneurs bank on their anonymity. But, if you truly want your brand to soar high and reach new heights of success, you must tell your story. How did you start your business? What’s your inspiration? What’s your company vision and mission? What charitable causes do you support? What problems do you wish to solve?
Use storytelling techniques in your marketing campaigns.
Storytelling is a powerful marketing technique. It does not only humanize your brand, it also helps you build a deep connection with your customers. It keeps them coming back for more.
Also, when you’re telling a great story, you are planting seeds to neuro-associations. Remember that ad where Santa delivered presents using a Coca-cola truck? That ad is so brilliant because it links Coke to the joy and excitement that people feel during Christmas time.
Take your customers “behind the scenes”.
People are naturally curious. They want to know how things are made. They want to get to know the people who conceptualized and created the products they use on a daily basis.
This is why you should post “behind the scenes” stories, photos, and videos on your social media accounts and website. You can post stories about your team members, highlighting their hard work, hobbies, and accomplishments.
Let your customers know how grateful you are.
Celebrate your wins with your customers. Thank them and let them know that they’re part of your victory.
You see, everyone wants to feel like they’re part of something bigger that themselves. When you share your success with your customers, it stirs positive emotions that will make them want to purchase your product again.
Personalization in Retail
This may sound like an oxymoron, but you can use AI and machine-learning technology to personalize every customer’s shopping experience and humanize your brand.
You can accumulate customer data like browsing history and location. Analyze this data to identify your customers’ preferences. You can then program your AI system to design a personalized customer experience based on that data. Of course, you can only use this technique if you have your own eCommerce site.
Here are a few tested personalization tips that you can use to humanize your brand:
Use weather-sensitive content.
Personalize your website content based on the current weather or season. For example, display coats and boots on your home page during winter season. According to various marketing experts in the UK, this strategy increased some retailers’ revenue by 5 million pounds.
Recommend product categories based on your customers’ buying behavior.
Amazon already uses this technique. You don’t have to do anything if you’re only selling your products on Amazon. But, you can use this technique if you have your own website.
Send personalized emails.
Always use your customer’s name when sending emails to your customers. This humanizes your brand and makes the customers feel like they’re talking to a real person.
Include personalized, hand-written thank you notes in your package.
A hand-written “thank you” note can make your customers special and appreciated. It can inspire brand loyalty and can compel your customers to write favorable reviews.
Personalize your products.
One of the best ways to win your customers’ heart is to offer personalized products. For example, if you’re selling jackets, you can embroider your customer’s name at the back of the jacket or on the sleeve.
Personalization does more than humanize your brand. It also gives your competitive advantage and keeps you are one step ahead of your competitors.
We Can Help You Humanize Your Brand
Our team can help you take your Amazon business into new heights of success. We can help you create personalization strategies and marketing campaigns that hits your customer’s emotional chords.