Brand personalization : Good or bad?
People are social beings by nature, we crave human connection and something to relate to. We look at around 4,000 to 10,000 advertisements a day, surrounded by technology such as chatbots and automated voicemails. The rise of automation can often leave customers feeling as if there is no person behind the product. This can make people want to avoid a product or company as they may feel it is unrelatable or they are not valued.
Mass consumption and mass production are being replaced by personalisation. Now is the time to personalise, to relate to your new and existing customers. Personalising your business allows for authentic relationships to be built, as customers feel as if the brands they resonate with are authentically made just for them. Customers no longer relate to large corporations that do not address their audience as people, they relate to brands that speak to them.
What the hell does it mean to personalise a brand?
Personalising is moving away from market segments with many consumers, to create unique value propositions for one customer. This can be done in many ways, from customisation of product packaging to using first names in digital marketing emails. However, customers are always flooded with corporate emails that address them by their first name. Only 8% of these are encouraged to engage with a retail brand due to digital marketing using first names. That is no longer personal enough, people crave to feel as if they are the most valued customer in the world.
How can personalising help my brand?
Personalising can connect your brand with people as a real relationship between people would. it allows all customers, new or existing to relate to the brand, resulting in more sales and higher loyalty. Personalising can transform a brand that is not successful in outreach to customers into one that is. Customers do not want to feel alienated by brands that address them as a large, rather, they want to be addressed personally to feel like a person.
3 of the best ways to personalise your branding:
Customers are people and want to do business with other people. Brands that come across as robotic or overly formal are not seen as approachable. When doing so, on any written platform, write as a human would speak to another.
Make your brand seem like an open book. If it appears reserved or secretive, it does not earn the trust of customers. Transparency prompts customers to perceive the brand as honest and open. This means being open to reviews and feedback, hiding poor reviews can lead to certain perceptions that the brand has something to hide.
Your brand voice should remain consistent amongst all platforms, including Instagram, Facebook, brand website, product descriptions and blog posts. Inconsistency in tone and style of writing can make the brand seem inconsistent and unmemorable.
Lets Take Spotify as an example…
The increasingly popular audio streaming platform that most of us have come into contact with. Spotify’s marketing has become a huge success due to its witty campaigns using its in-house user data. The personalised playlists and recommendations it makes to its users create a one-on-one experience with the brand and its users. Listeners also receive emails revealing insight into the types of songs they listened to annually, and the number of songs they listened to. The majority of customer feedback was positive from receiving personal statistics regarding the music they listen to. This is mainly because people can view the hours they listened to their guilty pleasures, shared music with friends and their musical identities.
By personalising these playlists via the app, users feel as if Spotify is personally looking out for them and recommending songs to them, as a human would. These marketing techniques make customers feel special and unique, therefore in control. Getting rid of unwanted information and time saving while looking for new songs reduces information overload. This creates not only a personal experience but one that requires less time and effort.
The playlists are not the only personalising Spotify has done successfully, The use of their witty campaigns by using their in-house user data were found humorous by people around the globe. Spotify called out the user who listened to ‘Sorry’ 42 times on Valentine’s Day, asking them what they did and other meme-styled billboards. These punchy and funny billboards allow users to relate to Spotify as a brand. They understand that Spotify is serious about music, but their colloquialism and appeal to modern-day humour allows many audiences to relate to them.