Treva Graves is the best selling author of Self Doubt Detox and is the CEO & Founder of Bloom Personal Branding. As a speaker and global personal brand strategist, she has worked with hundreds of clients ranging from 7 figure and start-up entrepreneurs, New York Times bestselling authors, professional speakers, coaches, politicians, business and sales executives to build influence, impact, credibility and income.
In the dynamic landscape of modern marketing, relatability has emerged as a critical factor that defines successful brands. A relatable brand goes beyond mere transactions, it fosters deep, enduring connections with its audience. It's akin to having a friend who understands your needs, speaks your language, and is always there when you need them. This profound sense of understanding and connection is what transforms a brand from a mere entity into a trusted companion in the consumer’s journey.
Understanding relatability
Relatability is the quality that makes a brand appear more human, approachable, and trustworthy. It involves creating a sense of shared values and experiences, which helps in building emotional connections with the audience. According to a recent article in Forbes, a relatable brand communicates in a way that resonates with its audience's life, aspirations, and challenges. This connection can significantly influence consumer loyalty and advocacy, leading to a sustainable competitive advantage.
The friend analogy: A blueprint for relatability
A brand that achieves relatability mirrors the qualities of a good friend:
1. Understanding needs
Just as a friend knows what you need often before you do, a relatable brand anticipates and addresses the needs of its audience. It listens actively through various channels, including social media, customer feedback, and market research. This deep understanding allows the brand to offer relevant solutions that resonate with its customers’ desires and pain points.
2. Speaking the language
Communication is a key aspect of any relationship. A relatable brand uses language that its audience understands and appreciates. This goes beyond mere words to encompass the tone, style, and medium of communication. Whether through witty social media posts, heartfelt advertisements, or informative blogs, the brand's voice should feel authentic and familiar, much like a friend’s.
3. Being there when needed
Reliability is a hallmark of true friendship. Similarly, a relatable brand is consistently present and responsive. This means providing excellent customer service, being active on platforms where the audience engages, and maintaining a strong, positive presence. Timely responses to queries, proactive solutions to problems, and regular engagement through content or community events ensure that the brand remains a reliable part of the consumer's life.
The benefits of a relatable brand
1. Enhanced loyalty
When consumers feel understood and valued, their loyalty to the brand strengthens. This emotional bond makes them more likely to stick with the brand even in the face of competition or minor issues.
2. Increased advocacy
A relatable brand not only retains customers but also turns them into advocates. Satisfied customers are likely to recommend the brand to friends and family, expanding the brand's reach through powerful word-of-mouth marketing.
3. Higher engagement
Relatability drives engagement. Consumers are more likely to interact with content, participate in community activities, and provide valuable feedback when they feel a personal connection to the brand.
4. Resilience against negative publicity
Brands with strong emotional connections can weather storms of negative publicity more effectively. Consumers who feel a personal bond are more forgiving and understanding, giving the brand a chance to rectify mistakes.
Building relatability: strategies and tactics
1. Storytelling
Share stories that reflect the brand’s values and mission. Authentic stories about the brand’s origins, customer experiences, or behind-the-scenes glimpses can create a sense of intimacy and connection.
2. Personalization
Tailor experiences to individual preferences. Use data-driven insights to provide personalized recommendations, offers, and communications that make each customer feel seen and valued.
3. Transparency and authenticity
Be open and honest about the brand’s practices, values, and challenges. Authenticity breeds trust, and transparency shows that the brand respects and values its audience’s intelligence and integrity.
4. Community building
Foster a sense of community among your audience. Create spaces for interaction, whether online forums, social media groups, or live events, where customers can share experiences and build relationships with the brand and each other.
5. Consistent engagement
Maintain regular and meaningful engagement with your audience. This could be through social media interactions, newsletters, or customer service touchpoints. Consistency in communication helps keep the brand top-of-mind and reinforces the relationship.
In a world saturated with choices, relatability sets a brand apart. By understanding needs, speaking the language, and being there when needed, a brand can transform itself into a trusted friend. This not only enhances loyalty and advocacy but also builds a resilient, engaged community that stands by the brand through thick and thin. Embracing relatability isn't just a strategy; it's a commitment to building genuine, lasting relationships with your audience.
Are you ready to build your “relatable” personal brand? Book a free strategy call with me and let’s get started today on my website
Read more from Treva Graves
Treva Graves, CEO & Founder – Bloom Personal Branding
Treva Graves is the best selling author of Self Doubt Detox and is the CEO & Founder of Bloom Personal Branding. As a speaker and global personal brand strategist, she has worked with hundreds of clients ranging from 7 figure and start-up entrepreneurs, New York Times bestselling authors, professional speakers, coaches, politicians, business and sales executives to build influence, impact, credibility and income. Treva works with you to provide a focused portrait of your professional reputation – one that will be invaluable for your success. She has a passion for working with individuals to build confidence and create amazing personal brands by leveraging quick wins with the long game in mind.
