Movick Marketing

creative concepts for effective communication

  • Movick Marketing logo by JennyNess Designs
  • Recently on Twitter

    • blogging today: Listing on Thumbtack: You can now find Movick Marketing on Thumbtack.com here:@Creative Concepts... http://bit.ly/jMNSFK 2 years ago
    • RT @KairaRouda: Love this: It's amazing what happens when you believe in someone. Be that someone & believe in YOU! :) ~#Aine 2 years ago
    • Offering discount packages for first-time clients... plus referral bonus for anyone who sends me a new west coast client! 2 years ago
  • Follow movickmarketing on Twitter
  • Copyright © 2011, Movick Marketing

    Unauthorized use and/or duplication of this material without express and written permission from Movick Marketing is strictly prohibited.

Archive for February 22nd, 2011

Humanizing your brand

Posted by Vicki Moulton on February 22, 2011

Borrowing an idea from a Mashable article I just read about preventing “badvocacy” (which is a new way of describing how certain unhappy campers can badmouth your business through social media channels), I’m thinking today about how brands can and have become completely dehumanized.

It’s easy to think of a huge corporation with a well-known brand as having no soul, as though everything were completely automated and run by robots. When something goes wrong with that company’s product or service, it’s easy to get angry at the machine. It’s not personal; it’s business. (Hey, didn’t Tom Hanks’ cutthroat bookseller character say that in the movie, “You’ve Got Mail”?)

So what happens when it’s your small business that draws the ire of an unhappy customer? And then, when that unhappy customer goes on Yelp, Facebook, and Twitter to complain about your company, how are you supposed to react? It certainly feels personal when you’re the only person behind your brand, like someone is mad at you–not your company, but you personally. It’s really hard to combat a growing chorus of online negativity if you don’t already have a personal association with your brand.

Now think about the positive side. If your business succeeds in making a customer happy enough that she wants to help other customers find out about you by singing your praises on Yelp, Facebook, and Twitter, does that feel like personal praise for you as a person or like good publicity for your brand? Any kind of feedback in this fast-paced online world reflects instantly on your brand, positive or negative. And that also reflects on you, the person behind the brand.

If you want to help your customers feel like they’re either shaking your hand in thanks or slapping your face in anger, put a human face on your brand. Post your photo on your About page, and use it as your avatar when commenting on posts and websites. It’s much harder for the viral feedback machine to go completely negative and out of control if your brand image is personal, warm, smiling, and human–just like everyone else.

Posted in communications, MarComm, marketing, messaging | Tagged: , , , , , , , , , , , , , , , , , | Leave a Comment »

 
Follow

Get every new post delivered to your Inbox.