Personalization is so important. Our clients and customers want to know that, behind the terminology, contracts and business speak, there’s a regular human just like us. That’s why so many people prefer giving their hard-earned money to small businesses rather than corporations.
If you can relate to someone, you will feel better about supporting them. That’s why personalizing your brand is so important. But there’s a fine line between sharing who you are and oversharing. Here are some tips for how to personalize your brand without diving too far into the TMI zone:
- Write notes. Writing (instead of typing) is a lost art, but it desperately needs to make a resurgence. When you write a handwritten card to your clients — one that is designed specifically for them — you let them know you care about them as people, not just dollar signs. It doesn’t have to be a novel. A simple “thank you for your business” and “I hope you and the wife/partner/husband/kids, etc. are doing well” is all that you need. Keep it short and sweet, yet meaningful. (Check out the piece I wrote about personalized notes on the Sticky Rice Sisters blog).
- Tell people who YOU are. Too often, people think that having a business means creating a clear, rigid boundary between you as the owner and you as the regular, everyday person. But that’s not necessarily true. When you post on social media, include tidbits about who you are, what drives you and how you spend your time. Tell people why this business matters to YOU. These types of posts should be frequent but not every day. And don’t overshare. Your clients don’t need to know about the dentist appointment you had yesterday. But they do need to know that you love and support your local community.
- Remember that each client is different, and express this in your meetings with them. As a business owner, it can be hard to see clients as individuals. When you see several in a given day, it can sometimes seem like they’re more sales than people. But when you interact with clients and potential clients, they can tell when they’re valued and when they’re not. Be kind. Take the time to invest in the human element. Truly listen to what they tell you and remember it for your next meeting. If they say their dog is sick, ask about how it’s doing the next time you see them. Caring is free, but it makes all the difference.
At the end of the day, people just want to know they are appreciated and supported, and business is no exception. How can you show your gratitude to your clients today?
Need help personalizing your brand? Give us a shout.