One of the reasons Crowd Media was formed was to start to educate and inform businesses on the importance of “humanizing their messaging”.

That’s now an over-used phrase, but back then, it echoed back to me from packed seminar rooms when I gave keynotes on the topic. Other comms and PR professionals scoffed at the idea that their “very serious and professional” clients would ever understand or need to incorporate the use of emotive storytelling in their messaging.

Fast forward to 2021 and we’re now not only convinced of the importance of humanizing communications for brands, but we’re having to going beyond that and take into account the impact that a global pandemic and the shift to home-working is having on employees and ultimately, how the brands we affiliate with communicate that shift to their audiences.

Consumers are still very much attached to brands that demonstrate an affinity and empathy with their personal lifestyle. They demand an ever increasing transparency from the businesses they choose to buy from. This now includes an understanding of the cultural and economic shifts COVID-19 has had, not just on our day to day working lives, but on our personal lives too.

This isn’t so bad if you’re a brand that has already adopted and understood how emotional intelligence impacts your messaging, but what about if you’re still at the starting line?

My top tips for getting to grips with how to understand the human elements of your business and how this can translate to customer loyalty (and then the holy grail of advocacy) are:

  • Shine a spotlight on your people. The staff that you employ are one of your greatest assets. Employee Activation programmes are not just designed to help you retain good staff, they’ll help you identify so many traits in your people that are often the things you don’t find on a CV. Uncovering the passions, quirks and emotional behaviours your staff possess can be harnessed and integrated into the brand and its values. Give them the training and support they need to develop emotional resilience. Sometimes it’s about doing things upside down – why not let your teams have an input into how you define and communicate your brand values, rather than expecting your people to fit the brand mould?
  • Stop focusing on what your competitors are doing and create your own unique personality that can then be identified through emotive and genuine messaging strategies. Keep an eye on the competition, sure, but why not re-direct that resource inwards instead and focus on improving the connections with your own people? Now more than ever, taking an emotionally intelligent approach to marketing means you can re-establish your market position and define deeper, genuine connections with audiences.
  • Understanding your customers. It’s always been important but now it needs to go deeper. Understanding your customers needs and wants through the current lens of a global pandemic. How has this affected your target markets? Where has it caused pain and pinch-points in their lives? Can you identify these places and create new and meaningful ways to connect and add value?

Emotional Intelligence has been identified as one of the most important factors in fostering collaboration and engaging people; for brands that needs to be an ongoing internal and external process.

With the world in such a state of flux and chaos, it’s time for brands to harness the power of emotional connection through honest engagement strategies that promote trust and integrity.

Crowd are marketing partners that balance an understanding of the human psyche with forward thinking strategic marketing.

If we can help you find your place in an uncertain world email us here.

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