People connect with People, Yes even in Covid

In the current climate, it is more important than ever as a brand to understand how your customers are reacting to change. Are your messages really getting through and resonating with the people you want to be your biggest fans (aka your target audience)?

People connect with PEOPLE. This is something to remember whether you’re communicating as an individual or as a brand. I cannot stress this enough and regardless of how far we jump into the digital space, this is not changing anytime soon. We are emotionally driven beings, so in times of instability we naturally look to engage and be supported on an emotional level.

This is why as a brand it’s crucial to understand your target customer’s personality so you can understand their typical behavior patterns and how they would likely react during times like we are experiencing now. Think psychographics over demographics. The reason I stress getting to know your consumer long term is so you can anticipate their needs and ensure your brand messaging is connecting with them on an emotional level that’s engaging and relevant.

Taking this route will strengthen your relationship with your target audience and ultimately result in you being seen as a valuable and trusted source. This does not mean bombard them with content or steer yourself off track and start talking about things completely irrelevant to your brand. It is also not limited to just the language you choose or your tone of voice. Your messaging needs to be present in all the visual and written content you put out there and add value. Don’t fall into the trap of publishing content without purpose just to fill gaps or insincere copy. Think of your brand as a person connecting with another person and how you’d adapt based on their personality. Insincerity and random waffle wouldn’t cut it in person so why do that online?

If you’re a brand that is a source of comfort for your consumer then they would likely want you to reassure them that you’re there with them throughout it all. So your strategy would be more supportive as if your consumer is your friend. For instance, a body care brand could talk about how they have got you covered or got your back with their products and really invest in creating a caring rapport with you as a customer whether that results in offers or value adds.

Maybe, your target customer is driven by direct, no nonsense to the point information then they will probably want to know what to expect during this time of change from your brand and what they can do to support you. So as a body care brand you’d likely continue to inform your consumer of how your products can help them and their families functionally during these uncertain times and use your ingredients and other USPs to highlight that.

Or perhaps your customers are more the activist type. They want to be side by side with you and need to know how they can get involved to help assist your cause. In this case you may have recycling, repurchasing offers or charitable initiatives that your consumer can support and connect with.

Remember that your consumer can be a mix of a few different personality groups and there are many more than the above examples. Getting to know your consumer and how to connect with them is relevant all of the time – not just in times of uncertainty. Just remember to stay current and adapt your tone of voice and content accordingly to all situations.

If you can truly relate and get to know what drives and motivates your target audience you will continue to grow those relationships and attract many more.

Don’t panic if this is all rather overwhelming and you’re thinking ‘Who on earth is my target consumer?’ … it is never too late to get to know them. There is a method to this madness and we can help you get there as a part of our strategic mentorship and guidance.

As always, we would love to hear your thoughts on the above and what you’ve done to connect with your consumers during this time.