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Connect with Customers: How to Make Your Brand More Relatable
Burkhard Berger
Mar 10, 2023 • 12 min read

Brands with template messages incessantly bombard consumers through SMS, social media, email, and many other platforms. Many brands need help to connect with their ideal audience on a personal level. This begs the question: How to make a brand relatable?

In today's digital age, it’s more important than ever for brands to empathize with their target audiences and provide a human touch. With stiff competition, creating a deeper connection with your audience is a great way to stand out.

This article will discuss how you can make your brand relatable. We’ll look at different strategies and tactics you can use to make your brand stand out and connect with your customers. By the end of this blog, you’ll better understand what needs to be done to forge a stronger relationship with your customers.


What Is The “Human Touch” And Why Is It Important?

Providing a ‘human touch’ means creating personalized experiences and building a deeper connection with your audience.

To do this, brands must recognize customers’ needs and preferences to provide the best service possible. A unique and memorable experience is created by tailor-making their offerings and services to the needs of their target customers.

What’s more, a human touch makes brands relatable and engaging. Many consumers want a personal connection that can only be achieved if there is a certain level of human interaction. 

A brand's success depends on how it connects with its consumers by understanding them and giving them relatable content that resonates with them. As such, brands must embrace building trust, loyalty, and strong customer relationships.

Let’s jump into the methods you can apply to be a more relatable brand.


10 Ways To Boost Your Brand Relatability

Consumers want to connect with brands emotionally, which can only be achieved if there is a level of human interaction. They want to choose brands they can trust and relate to. This list of strategies can get you closer to that goal.


1. Keep Your Brand Story Simple

A brand story is a simple narrative that illustrates your company's purpose. When you have a powerful brand story, it can help people understand what makes your business different from everyone else out there.

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Moreover, it helps to create an emotional bond between the company and its customers, making them feel more connected to your business philosophy. It also enables them to relate to your company's values, such as quality, innovation, sustainability, and community involvement.

One of the best examples would be TOMS, the shoe company. The founder, Blake Mycoskie, started the company due to witnessing the hardships of children without shoes while he was in Argentina. As such, he pioneered the One for One® model, where one pair of shoes would be donated for every pair sold by the company.

Why it works: It has a problem and solution and encourages its customers to be involved. Here’s a breakdown:

  • The Problem: The hardships children face as they live without shoes.
  • The Solution: TOMS created a unique business model that would allow them to help those children.
  • Customer Involvement: The idea that buying a pair of TOMS would mean helping a child in need encourages them to participate and proceed with a purchase. It forges an emotional connection.

The brand story of TOMS is simple but pulls a punch with an emotional aspect. It shows their uniqueness, makes their customers feel like they're part of something bigger than themselves, and builds loyalty. Not to mention, it also humanizes the company leader.


2. Make Your Brand’s Tone Engaging And Approachable

Companies sometimes come off as cold and distant with their businesslike approach. It’s because their tone is serious, professional, and even technical. And yes, that works to present them as an authority in the industry. However, it lacks a personal touch.

Any business needs to have an engaging and approachable brand tone. Using accessible language and avoiding highly technical jargon will ensure your customers understand what you're saying and feel comfortable interacting with you. You don’t want them to feel intimidated.

In addition, having an appealing brand personality helps to create a positive impression on potential customers, making them more likely to purchase from you. It also allows you to gain their trust.

Although, this approach may depend on your industry. Sometimes being highly technical can’t be avoided. Plus, it will also depend on the type of clientele you have.

Let’s have some real-life examples. For instance, for a company like Vivion, which engages in science and data, its content or copy will likely be more technical. Additionally, it’s a B2B brand that targets or works with many companies that care more about the technical aspects.

On the contrary, DSIGNS is a company focused on web design and digital marketing. Hence, its tone is more engaging, approachable, fun, and friendly. Its copy and content are more understandable with no complexity, which works for its type of audience.


3. Introduce The People Involved

Knowing the people behind a business, including the business owners and employees, can make the brand more relatable and trustworthy. Putting a face behind your brand helps humanize it.

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You can further strengthen your connection with your audience by releasing stories, interviews, and other content. Plus, you can even set up a corporate photoshoot and release them as company content. For instance, you can put them on your website along with the designated positions of those involved.

Introducing the people behind your business will help to create an emotional connection with your customers, making them more likely to choose you over your competitors. It also tells customers who are running the business and your values.

A great real example is Cleaning Business Academy. As you can see on its About page, the founder’s photo and background story is presented. It’s a nice way to introduce the brand story and, at the same time, put the face behind the company. His photo is included in all the blog posts, including this one about charging for cleaning services. It’s a way to show the audience that he’s involved in the content that this brand publishes.


4. Utilize Visuals

Visual content can evoke an emotional response from viewers, making them crucial in your relatability campaign. They can also be used to tell stories and create a connection between your brand and its customers.

By leveraging visuals in your marketing materials, social media posts, or other content, you can ensure that you create an impactful and memorable experience for your customers. You need to utilize them to engage with your customers and set up your brand to be more notable.

Your brand’s visual identity can also include web design trends, colors, fonts, and icons. Together, they can make your brand feel more personal and approachable.

For instance, use colors to convey emotions and feelings, create a mood, or get attention. For example, red is often synonymous with excitement or passion, while green is associated with money and health. Reading up on color psychology can help you with this.

Now, let’s have a sample case. If you’re selling custom software development services, you’ll want people to feel like they're getting help from industry leaders. Thus, choosing the color blue might help them feel more confident about their investment since that color is associated with reliability and security.

But visual branding doesn’t end with that. A clean, professional-looking web design could also make the user interface less intimidating and more approachable. And icons can add a sense of personality by giving users something familiar to connect with or making the software development process more understandable.


5. Create Shareable Content

With this tactic, you’ll be hitting two birds with one stone. Creating shareable content is a great way to boost brand relatability and engagement. It establishes connection and trust between your brand and the audience. When they see other people sharing your content, they’ll be more likely to trust your information.

Specifically, user-generated content (UGC) is a great way to boost brand relatability. As such, UGC allows brands to connect with their customers more authentically.

Moreover, it helps to give customers an insight into the brand’s values and mission, making them feel more connected with the company. It also encourages customers to engage with the brand, as they will likely share it with their friends and family if it resonates.

By doing so, businesses can increase their brand awareness and reach, which can be invaluable for building relationships with new customers.

A great example of UGC would be the reviews posted on the homepage. It showcases the projects’ success and what real customers say about the products and brand. That builds trust and connection because of the authenticity.

The reviews and images can be turned into social media content and presented as testimonials. As such, it increases the chances of being shared and reaches more people looking for solar-powered solutions.


6. Engage With Your Audience

Regarding brand relatability, there's no question that customers want to feel like they're part of your community. Hence, engaging with them becomes crucial. They want to know that you're listening and responding to their concerns and that you know who they are and what they need.

However, you can't just spam them with ads and hope they'll buy something later. Your message must be genuine and meaningful for those receiving it. There are many ways to do this, such as replying to them through emails, review sites, or your brand website (if comments are allowed).

On top of that, you can use social channels to learn who they are, what they like, and what they need. By understanding the needs of your audience, you can create content that resonates with them, making you more relatable.


7. Take Them Behind-The-Scenes

Showing the behind-the-scenes of your business operations is a great way to become more relatable to your customers. It allows them to see the people, processes, and technology that make up your business and helps them understand why you do what you do.

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Furthermore, it gives them a chance to peek into how you operate, which can help build trust in your brand. Not to mention, by showcasing the behind-the-scenes of your business, you can increase engagement with customers and create a more meaningful connection with them.

If you’re selling stand-up paddle boards, make simple videos showing the process of building boards. Talk about the materials, and give the technical specifications, which the pros would appreciate.

Plus, you could take them behind the scenes during the design process. Your potential customers will be thrilled to see high-quality content where you cover every detail. As for your existing customers, they will find it cool to see how their boards are made.

By doing this, they gain a better understanding of your product and brand as well as an appreciation for those who work on getting the boards created.


8. Use Images That Your Audience Knows

You’ve probably seen plenty of business websites filled with stock photos that anyone, including their customers, can find online. While some of those images are great, sometimes customers can’t connect with them because they’ve probably seen those photos somewhere else.

There’s nothing wrong with using high-quality stock photos. However, it would be great if more pictures were made especially for your brand. Or at least images that your audience can be familiar with.

For example, let’s take this blog post about influencer marketing. If you look at it, you will see that the photos are screenshots taken from real social media accounts. The article uses images that its readers are likely familiar with.

Some of them may even be following those accounts. As such, they’ll connect with the article more and be encouraged to read it. Not to mention, by using those images, they’ll be able to relate to your brand better since it shows real-life examples of the topic at hand.


9. Keep An Updated Blog

An up-to-date blog is a great way to become a more relatable brand. It allows customers and potential customers to get to know you better, learn more about your products and services, and connect with you on a deeper level.

In addition, regularly updating your blog with useful content can help show that you are an expert in your field. Thus, it’ll lead to building trust with readers and establishing yourself as an authority in the industry. As a bonus, an updated blog can help you reach out to new audiences and engage them in conversations about relevant topics.

An excellent example is the blog by VPN Overview. The brand releases multiple blog posts every month. The articles are educational, useful, relevant, and written by experts.

Just take a look at its article about security awareness training. It was written by a published author with experience in cybersecurity, leading the readers to trust the content. Plus, this shows the readers that the brand is updated with the trends and topics of the industry.

Not only that, but the article also highlights the important points and gives in-depth insights. It has examples that many companies can relate to regarding online security. Hence, it shows that the brand understands the pain points of its audience.


10. Using .icu And .cyou Domain Names To Boost Brand Relatability

A domain name with .icu (I See You) or .cyou (See You) can help a business forge a more personal relationship with clients by evoking a sense of familiarity and recognition. A brand can use these domain extensions to stand out in a crowded online marketplace and be more approachable and relatable. Brands can increase online visibility and engage with consumers more deeply by utilizing these creative domain names.


Today, it’s more important than ever for brands to be relatable to their target audiences. Relatability is a key factor in establishing trust between a brand and its audience. And with trust comes the willingness to buy from your brand

Is relatability hard to achieve? Well, if you have someone to push you toward the right path, the goal of having a genuine connection with your customers becomes easier.

At Dynadot, we can help you get your brand started by registering and managing your domain names and creating a your online home for your brand through our website builder. If you have any questions about getting your brand's domain up and running, feel free to contact our team!

Burkhard Berger
Burkhard Berger is the founder of Novum™. He helps innovative B2B companies implement revenue-driven SEO strategies to scale their organic traffic.