Why Your Brand Should Feel Like a Friend: A New Approach to Branding

**The real brains behind the operation—my dog Thunder, the world’s cutest co-worker. He approves this message (and then promptly fell asleep on the job!). 🐾

Today, many business owners, myself included, face a decision: whether to create separate social media channels for our personal and business lives.This approach, adopted by many, never resonated with me. I believed that segregating my personal brand and professional brand would prevent people from seeing the real me. By doing so, I would be masked behind “business content,” unable to be who I am and indirectly create a barrier to connect with the people I wanted to work with.

So, I chose a different path. I don’t manage separate accounts; I have one that embodies both my life and work worlds. This decision stems from a simple truth: people work with people. Many enjoy their jobs because of the colleagues they have—sometimes more than the company itself.

Just as you appreciate your colleagues who share your interests, respect your values, and engage in natural, effortless conversations, your business should project a similar persona.

Your brand should not just be a business identity; it should mirror a friend.

In my experience, the most rewarding client relationships have evolve into friendships (while maintaining professional boundaries, of course). Working with people who align with our natural wavelength fosters a sense of collaboration and synergy that feels right.

So, if your brand were a person, how would you describe them? What qualities would they embody? How would they speak, and what would they be interested in?

Being personal in my business approach has allowed me to connect with clients who could very well be my friends in real life. This isn’t just business—it’s about creating meaningful connections.

So, how can you translate this personal touch into your brand’s strategy?

Let’s dive into some key aspects that can help transform your brand from faceless to friend:

Easy to Interact With

• Thinking of your brand as a person means prioritizing approachability and conversation flow. Just like you enjoy talking to someone who is friendly and welcoming, your brand should be easily approachable by your audience. This means having a personality driven website, and personable social media presence. People don’t want to talk to robots, so don’t approach them that way. If that’s not how you speak in real life, don’t speak like that online!

Conversational Tone Messaging

• Having a conversational tone in your messaging makes your brand more human, less pushy and to be honest – less fake. You want to be having a chat with a friend rather than receiving a formal lecture (literally no one likes sitting through a lecture!). This approach can help your audience feel more valued, heard, and create a stronger connection from the beginning.

Aligning Your Internal Vision with Your External Image

• You really gotta practice what you preach. Your brand’s external image should reflect your internal values and vision. Otherwise, you’re gonna pull in people who in the end, won’t align because you attracted the wrong people. When you pay attention to showing up as your real self, this alignment means your brand is original and trustworthy, which in life means a person who is true to their word.

Elevating the Value You Deliver to Those You Serve

• Think of your brand as someone who continually strives to improve and provide value to friends and family. You should be continuously seeking new ways to enhance the quality of your products or services and the experiences you deliver. Just like you would try your hardest to improve the relationship between a friend or family member when there was a miscommunication.

Clarity Around Your Core Services

• Just as a person has clear strengths and skills they offer, your brand should clearly communicate its core services. This clarity helps your people understand exactly what you offer and how it meets their needs.

Creating Clear, Inviting Paths to Your Core Services

• Imagine guiding a friend through a new city—your instructions need to be clear and inviting. Similarly, your website and marketing materials should guide people smoothly to your services, making the journey pleasant and straightforward.

Sprucing Up Your Aesthetic Appeal

• Just like a person might dress to impress or decorate their home to reflect their personality, your brand’s visual identity should be friendly and reflect your brand’s personality. This includes your logo, color scheme, typography, and other design elements. I will say, there are many “best practises” when it comes to designing an online presence. I would challenge you to rebel a bit. People get bored easily, so shake it up – let your personality be your guiding light!

Boosting Your Visibility Through SEO

• In the digital age, being visible online is the same as being seen in a crowded room. Optimize your website and content for search engines to ensure that when people look for services or products you offer, your brand shows up. I have found a more conversational tone is what people feel more connected to. Write how you speak!

Empathize and care

• The most important and augmentably the hardest to achieve for many who have a “business” mindset is empathizing and caring. A good friend simply cares, and would be there to listen, empathize and share solutions in hard times. Your brand should be rooted in this principle. This is where the mind and heart disconnect in business. Traditionally we are taught “it’s just business”. Let me tell you something, it’s more than business. You, your brand, it’s personal. Working with people is personal. Be the friend, and treat your clients with care.

Incorporating these human characteristics into your brand development will make your brand more relatable, trustworthy, and engaging—much like a well-rounded individual. Like a best friend!

This personal touch can distinguish your brand in a competitive marketplace. Show up as yourself and you win by attracting the right people, with the right energy to create a strong and long lasting friendship!

If you’re ready to work with smaller web design company, with big skills, let’s schedule a call and discuss a strategy that’s right for you.

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