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Humanize Your Brand By Marketing Your Business to People, Not Job Titles

One of the most common mistakes we see repeatedly is businesses that think because they serve a specific niche or industry, everything they do to market their business should be presented in such a way that “speaks” to a job title or role instead of a person. Besides your targeting criteria, job titles and roles don’t mean that much in the grand scheme of things. If you really want to reach your audience, begin by marketing your business to people.
As a business owner or marketer, you’ve likely spent a lot of time, money, and resources building your buyer personas. While it’s important to have a clearly defined audience in mind as you develop your marketing strategy, make it a point to not get so wrapped up speaking to a “general manager of a restaurant” or a “recent homeowner”. Instead, think about your audience as real people and create content that will help deepen the relationship with your brand on a more personal level.

You’ve probably never been too excited about permanent markers, but Sharpie has harnessed social media and used its unique personality to actually get people talking about its markers and all that can be done with them. The brand has positioned itself as cool and edgy with its Instagram marketing strategy where Sharpie’s in-house staff create and share one-of-a-kind artwork with Sharpie markers. Instead of just creating generic content that would only appeal to an office manager, teacher, or mom, Sharpie found a way to show off its fun personality and create a memorable experience that resonates well with a much larger audience.

Brighthouse Networks is another great example of a brand that is people focused with its marketing strategy. After a recent rebranding, Brighthouse changed their strategy from “here’s what we do” to “here’s how we help you connect”. Their print ads, billboards, TV and radio commercials, and website all shifted to this new positioning with a simple tagline – “hello friend”. Everything they do is now reflective of a culture, and a business, that wants to help you connect with your friends online, favorite sitcoms on tv, and family on the phone. Instead of marketing their services to a “recent homeowner” or “renter”, they’re marketing their services to a broader audience…people.

The world is much different than it was 50 years ago, but one thing remains the same, marketing your business typically takes place outside of your store. Someone’s first encounter with your brand starts with word-of-mouth, an advertisement, or an interaction online…not face-to-face at your store. Humanizing your brand through these other channels is key for reaching your audience today.

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1 Average median salary in Florida for ‘Marketing Director’, based on research by Glassdoor. 2 Retirement calculated at 3% contribution, based on research by 3 Health premium average calculated by ranges provided from a 2016 Health Benefits survey. 4 Total employee average calculated at first year and includes the following considerations: $4k onboarding and training, $1k software and subscriptions, and $3.75k outsourcing help. Total agency average based on Florida-located, full-service agency.