Why humanising your brand helps customers know and relate to you.
It might sound odd, but creating your brand as if it was a person, can help you better understand who you are and what you mean to your customers. It’s called, ‘brand anthropomorphism’! Marketing experts say understanding your brand as a person helps you relate to your customers in a relevant way, as well as be consistent internally with your business behaviours, ethos and approach.
We’ve known our Cultrix brand as a person for quite some time. If Cultrix really were a person, we think they’d be awesome, and a whole lot more! So, our brand guidelines don’t just include a lot of information about font size, logos and colour (which is important too), they also includes the Cultrix personality.
“If Cultrix were a person we would say they were understated, confident and quietly proud of their technical ability and insight into how technology is needed by the commercial sector.”
We go on to describe the ‘Cultrix person’ in a lot more detail, down to the types of words they might use, which have to be “non-patronising” and “jargon-free” and, particularly importantly, how they behave with and help customers.
“They ‘swoop’ in to save the day when their customers shout ‘help’ – or even when they don’t. Cultrix’s proactive attitude means they will suggest changes even when they’re not asked for.”
Our Cultrix person has a tone of voice that is “friendly, relaxed, nothing is a problem…doesn’t expect clients to know what they don’t know”. These are all easily recognisable qualities that everyone can understand and great to introduce new members of the team to. If we all know the Cultrix person, then we’re all consistent in the good service we aim to give.
If you’d like to see how our Cultrix person features and fits in with our brand guidelines, please view here. And if you haven’t already humanised your own brand, you could think about bringing them to life.
What kind of person would they be?
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Well done Lizzie! Solveway’s Apprentice of the Month!
A huge well done to Lizzie in our Cultrix team for being awarded Solveway Apprenticeships’ Apprentice of the Month for outstanding work and exceptional attitude. Congratulations Lizzie from everyone at Cultrix!
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