In the corporate world, we are trained to think that what we do is who we are. We spend too much time focusing on what we sell, rather than communicating who we are, which is what makes us different. Chances are, you are not the only company that does what you do… But there’s a better chance that there’s something about who you are that sets you apart.
Research from Gartner/CEB shows that buyers figure out what companies sell or do relatively quickly. But it takes them much longer to figure out why they should buy from one company versus another. And more often than not, it has less to do with the product or service and more to do with a connection they feel with your brand.
So how can you humanize your company?
First, define your unique selling proposition (USP). It’s critical to pinpoint what makes your business unique from your competitors. Then take it a step further. Ask your customers why they do business with you and your employees about their experience working for you. These answers can help define your corporate value and differentiate your company.
Potential buyers probably know what you do, but you’ve got to relate to them on a personal level to make a meaningful connection and turn them into your customers. Need help humanizing your brand and effectively marketing your corporate persona? Give us a call.