Branding is frequently seen as something that only huge companies should do. However, this is untrue. Branding strategies for small businesses are crucial because they enable you to interact with potential clients and inform them of all the services you provide. It increases brand recognition, encourages healthy rivalry among firms, and aids in the development of a steady clientele. To increase brand recognition among consumers, small businesses should concentrate on developing solid branding strategies with the aid of affordable digital marketing services.
Importance of Branding Strategies for Small Business
An effective brand strategy must be well-designed, implemented across all corporate areas, and capable of enhancing customer satisfaction, competitive advantage, and financial results. Building a brand is a thorough process that balances strategy and aesthetics to appeal to both the heart and the mind. If your design isn’t working for your company, your target market might not be a good fit for it.
How much research has been done on the target audience? Does the design make your company stand out from those of your rivals? Does it effectively convey your message? If not, your company’s reputation has stumbled here and it shows that your small business lacks strategical focus on the target market you want. This will affect how you generate leads, which will also affect your revenue.
Include the following elements in your brand strategy:
Mission, values, and guiding principles that impact corporate culture
Brand rules for visuals and text to achieve consistency
Policies and procedures within departments that support brand values
Investment strategies for potential growth and acquisition
Understand every aspect of the product you sell: The first step in building a brand is to be fully aware of all you have to offer. You should sell the same things that you stand for. It involves determining your brand’s mission and vision. In a crowded market, establishing your brand correctly is essential. It comprises a variety of elements, such as how you want potential customers to view you, the objectives of your business, and the gaps you fill in order to stand out significantly from other brands. For example, if you work in the fitness industry, health and fitness are a big part of your lifestyle.Your brand must bravely address the issues for which your customers need solutions. It is crucial to correctly position or style your services so that they make the most sense to both you and your customers because the impression your business makes on them offers you the power to influence their decisions.
Know your target audience: Understanding a specialized group or individuals inside diverse groups necessitates a thorough investigation of the many target group types. To design your services and understand your target demographics, you can create your own original user and buyer personas. Financial, sociological, physiological, psychological, and environmental elements are typically used to construct these categories. Buyer personas based on these categories are fictitious but accurate representations of a target user can aid any company in understanding the mindset of their potential clientele. It’s crucial to determine why someone used your services in the first place and offer that as a solution. Setting the correct tone and developing your strategy begin with identifying your target audience.
Adapt to the competition: It’s important to be aware of your rivals within a given business. In the beginning, it offers you a sense of what is ideal and what is not. Second, not knowing what your rival is giving could either mislead you or compromise your services and brand positioning. You definitely wouldn’t want to get lost among the market’s plethora of well-known brands. Thirdly, by analyzing your available business options, you may learn from their advantages and disadvantages, strengthen your brand position, and skillfully fill in any gaps that rivals might have overlooked. Addressing your “point of distinction” is essential since it distinguishes you from your competitors and encourages clients to support your business.
Establish a brand’s visual identity: Visualizing elements like the name, logo, slogans, typefaces, visuals, voice, delivery, and product feel is a good place to start if a brand is more than just something that makes you stand out. Once the design specifics are completely nailed down, your brand starts to take shape. This covers everything that is editable, such as the company name, logo, taglines, colours, fonts, and website layout. It must be carefully considered because it establishes your company’s identity and must be compatible with your brand. Color selection should be carefully considered as they might have various meanings. To help customers remember your brand name, small firms should start with a wordmark or a combination of an icon and a wordmark. Your logo becomes instantly recognizable as your company and reputation expand. Another crucial component of your branding strategy is your company’s motto. Keep your lines concise, memorable, and something that explains what you do and relates to your intended audience. In the view of the audience they interact with, the perfect brand becomes stronger. Therefore, visual characteristics may greatly influence first impressions.
Inspire emotions and feelings in your viewers: The way we recall things might be impacted by emotional triggers. Your ability to arouse emotion in your target market can affect whether and how they view your brand, which can support your attempts to establish a strong brand. Consider developing a voice, a message, and an identity that will inspire emotional investment in your brand among your audience. Depending on the company, one brand might be more nostalgic while another might focus more on entertainment.
Tell your brand’s story: Every company begins with a narrative. It doesn’t need to be dramatic, but it should talk about challenges, victories, etc. This is so that a story may deal with emotions, identity, and most importantly, how to deal with problems. If your tale tackles a particular problem, it indicates that your brand or company is working toward certain objectives. Goals also include identifying issues and committing to resolving them, which is exactly what your target audience expects of you. Brand stories discuss the company’s ethics, dedication to the arts, aspirations for the community, and, most importantly, how they help you connect with your customers. Sometimes the brand story will also address your charitable efforts or environmental issues. However, the emotional impact of the story matters because it shows how much value it adds to the characters’ lives.
Create an Effective Content Strategy: Creating a pertinent content strategy for content marketing in general. It helps organizations of all sizes and types reach their potential clients. Setting the tone to increase the value of your brand is an effective content approach. It is crucial for content producers to stay on top of the context, comprehend customer inquiries about competing brands, spread brand awareness, discuss the advantages of doing business, conduct keyword research to make the brand visible via search engines, establish a strong online presence with impactful social media posts, and utilize social media channels in addition to the general requirements.
Align your promotions with the voice of your brand: In my experience, many new businesses need to launch their brands through paid advertising. Choose the promotion and channel that are most likely to help you reach your target audience to ensure that these campaigns accurately represent your brand. Start by learning about the preferences and behavior of the target audience, such as where they tend to consume information most frequently. You can then use this information to generate ideas for the promotions you ought to run. For instance, working with a social media influencer that is relevant to your audience and shares your beliefs could be more effective than running advertisements if you’re trying to reach young millennials and teenagers. Pay-per-click advertisements may, however, become a standard practice for many companies as a whole. Run them on the most popular platforms for your target audience.
Check for affiliates or partner platforms: Building trust in your company or brand has been underlined numerous times in this text. Being constantly on the lookout for auxiliary partners who won’t compete with your company and instead improve your brand value is the best method to speed up this process. Find joint venture options with other affiliates that already have engagement from your consumers or prospective customers. Such alliances are crucial for growing your market share or communicating with clients more successfully. It helps to gain the customer’s confidence.
Create an easy payment platform: Since your brand is ultimately the result of all of your daily encounters, it is crucial to measure every aspect of these interactions. It is crucial to offer your clients a transactional system that is dependable, user-friendly, secure, and a handy way to check out or, a straightforward, relevant payment choice. Consider streamlining your payments with PayPal or Stripe, two well-known e-commerce payment providers, to help create the ideal toolset of flexible payment options. Actually, these actions have a significant impact on your branding as well. It amply demonstrates the trustworthiness of your business, enables you flexibility in your paying process, and provides the greatest booking or purchasing experience for your customers.
These small business branding techniques are some of the best. Although creating your brand and maintaining consistency across all channels may seem like a job for the big boys, doing so may be quite beneficial for your small business as well. Spend some time creating your brand so that when the time comes for your audience to make a purchase, they will instantly recognize and remember your company.
Even while it might seem impossible to develop a brand on a shoestring budget, as an entrepreneur or small business owner, you have the power to select how to allocate your funds to ensure that nothing is wasted. To build strong branding strategies for small businesses that will increase leads and revenue, get in touch with affordable digital marketing services.
MedResponsive, a leader in internet marketing and website design services recently redesigned the website of its loyal client – Outsource Strategies International. The website https://www.outsourcestrategies.com/now has a new look and is more appealing. Along with its advanced user interface and design, the site features improved readability as well.
Outsource Strategies International (OSI) is one of the leading medical billing and coding companies in the U.S. that focuses on all aspects of revenue cycle management which includes medical billing, medical coding, and insurance verification and authorization, among other solutions.
We used Divi WordPress theme, a visual page builder to redesign the website. Divi is the new website building platform that replaces the standard WordPress post editor with a vastly superior visual editor. With this theme, websites get great looks with a wealth of impressive features.
This completely responsive site features modernized design layouts integrated with best practices for a site redesign. The redesigned website offers easy navigation, enhanced content on OSI’s services, and a rewarding browsing experience for viewers.
The site’s Home page showcases the Latest Blog sessions, easy to access Call Action buttons, Client Testimonials, Contact Form, Social Media buttons, Instagram feed and more.
Our team has checked site navigation, which helps the site visitors to easily find the information they need. reCAPTCHA v3 is also enabled and customized on web pages.
“MedResponsive has done a great job in redesigning our website. All the design updates made support our brand mission and allow us to build a strong relationship with customers. They work as an extension of our business. This newly redesigned website enables us to fully convey all of our services, to our clients as well as future prospects,” says Rajeev Rajagopal, the founder of OSI.
Being a web design company with extensive experience in creating quality websites for diverse businesses, we’re clear about the fact that poor web design can hurt conversions and sales. Our website design services are focused on developing a strategy that will improve your online positioning and ensure a robust presence.
We focus on continuous improvement of our client’s website and ensure that the site meets all the current design standards. We work to keep visitors from bouncing off web pages.
‘Branding’ is an important consideration for businesses. Many people prefer choosing branded businesses because they believe that such businesses are reputable and trustworthy. At the same time, many people assume that branding is just the logo and tagline of a business. However, it’s more than that. It is considered the most important aspect of any business whether small, large, retail or B2B. It helps the business to establish a good reputation and become successful. Wondering how branding is possible, especially for small businesses? Well, outsourcing SEO services can help you achieve a strong brand image by effectively utilizing the right strategies. Let’s check this in detail.
Tips for Effective Branding
Define Your Brand
This is a very important step and has to be done based on aspects such as your business vision, the benefits and features of your products/services, qualities, customer reviews about your company, and what qualities you want customers to associate with your company. When defining your brand, you must have a clear idea about the requirements, desires, and behavior of your targeted customers.
Know Your Consumers
While planning marketing or branding techniques, you should prepare by targeting your consumers. If you don’t impress the target audience, it will affect the branding of your product. You can find your targeted audience via real data about your existing consumers obtained through market research.
At the same time, if you are new to the market and have no idea about your target audience, then a close analysis of your competitors is an effective method to reach your target audience.
You should be aware that the taste of the consumers might change with time. It is due to the change in personality, lifestyle, age, gender and so on. Thus, update your branding techniques accordingly.
‘Branding’ is a simple term. However, the process is not as simple as that. Effective branding helps a business to stand out from the crowd. For that, analytical thinking is necessary. Analytical thinking results in out-of-the-box ideas, which are vital to attracting the attention of your consumers.
Market the Tagline of Your Product
Build a tagline for your product that describes what you are in a sentence. Repeat this tagline in every marketing campaign such as email marketing, advertisements and so on. This would help you imprint your product easily in the minds of the consumers. For example, M&M is a famous brand of chocolate. The tagline of M&M is ‘Melt in your mouth, not in your hand’. This tagline itself explains what they are, and how they are different from others. Therefore, it is necessary to create a catchy, meaningful, and concise tagline or slogan for your product. The tagline should signify the essence of your brand.
Maintain a Friendly Give and Take Attitude with Your Customers
It’s important to maintain a cordial relationship with your customers. Develop a friendly approach with them. Clear all their doubts regarding your products or services in a friendly manner. Note that you would receive both positive and negative reviews. So, it is important to prepare for both.
Closely Observe Your Competitors
Spare some time to closely study the activities of your fellow competitors and compare those with yours. The areas which you should closely observe include:
What are the products and services they are offering their consumers?
Types of content they are publishing
Their social media activities
Their advertisements on other media
Understand the mistakes they may have made as well as the strategies that have worked effectively for them. This will help you develop and implement the right marketing solutions for your business.
Speak to Your Customers
Make use of your voice to communicate with your customers. You can record messages for your customers, and this can be sent to them in any medium. This would help them find your brand, as well as increase its credibility. Communicating with customers is the best way to help them understand your products and services.
The brand voice should be professional, friendly, service-oriented, authoritative, technical, promotional, conversational and informative.
Build a Strong Online Presence
Online platforms are the best way to connect with your customers these days. So, focus on creating a strong online presence to communicate with your customers. Creating a website is the most effective way to connect with your audience. This helps the customers know about your firm, products and services and so forth.
Let Your Brand Narrate Its Story
The brand name, slogan and logo create the first and lasting impression among your customers. They can narrate the whole story of your brand as well. Conveying your brand message through these components would help to create a positive impact on your business; your clients would get a clear idea about your brand through its name, slogan and logo.
Flow with the Current Trend
The trends may change from time to time. So, you should also move according to the current ebb and flow. If you follow novel branding techniques, it might reflect on your branding and the profit you gain from your business.
You can research the current trends in the industry and prepare a plan accordingly. Branding is a very important activity even after becoming successful in your business. Outdated tactics might have a negative impact on your business and result in loss of branding and customers.
At the same time, do not try to overuse current trends. The best way to utilize current trends is to club them with traditional strategies. If you can create nostalgia in your consumer, then it might have a huge impact on them.
Effective ways for branding include:
Create a trademark for your brand
Dedicated and fool-proof marketing and branding plans
Create unique value proportion
Focus on the target market
Think on behalf of your audience
Be creative and approachable
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Benefits of Successful Branding
Successful branding strategies that incorporate certain elements like logo, design, theme, mission statement, guidelines and so on help to create a strong and positive outlook for a company. There are certain advantages that branding brings to your business. These include:
Uniqueness: It creates uniqueness for your business. This helps to grab your consumers’ attention faster. You can increase sales and earn more profit. In simple words, branding enables your business to stand out from the crowd.
Would Narrate Your Story Instantly: As mentioned earlier in this blog, an attractive and meaningful logo is a very important requirement to achieve branding. The logo contributes to the first impression your customer gets of your business, whether it is small or established. It narrates the entire story of the business at a glance.
Helps Connect Emotionally: Branding helps your business to make an emotional connection with your customers, employees as well as the general public. However, connecting emotionally is not an easy or simple process. It is a gradual process that can only be developed over time. It all starts with the establishment of the business as well as its reputation. Creating a good reputation helps the business to make an emotional connection with people. The best methods to connect with the public are advertisements, the campaign offers and so forth.
Recognition: The main advantage of branding is recognition. Through various branding techniques, entrepreneurs can carve a unique identity and gain solid recognition in their niche. This would in turn help to grow and enhance the business.
Increase Business Value: A strong brand image would help you create value beyond physical assets. As the business value increases, the trust in your products or services also increases.
Surge in Business: Successful branding would result in a surge in the profit graph of your business.
At the end of the day, the factors mentioned above are important for any business. These factors decide the growth of the business. The basis of any advancement in business is a proper branding strategy. It is applicable for both large- and small-scale businesses. Companies providing digital marketing for small business develop and implement effective branding strategies for improving the business image, customer acquisition, and growth.
Branding plays an important role in the development of a business and would help it reach the next level. However, imperfect or inappropriate branding could lead to disastrous effects. Partnering with a search engine optimization company is the best option for perfect planning and executing branding plans.
Over the past few years, the Internet and social media have had a great influence on all business segments including healthcare. Both social media and the internet are now being used by businesses to stay connected and communicate with targeted consumers, and to market or buy/sell products or services. Social media marketing plays a crucial part in healthcare digital marketing and healthcare businesses are also aware that social media platforms such as Facebook, Twitter, Instagram etc are important for reaching out to potential patients and healthcare customers. A good social media strategy helps to reach out to a large number of targeted audiences and boosts your business’s visibility with both existing and new consumers.
In 2016, LinkedIn found that 90% of top-performing sales people use social media as part of their sales strategy. The way of selling your services and products has changed over time. The traditional method of selling has changed to social selling. Social selling refers to making use of your social networks to find the right prospects to build a trusted relationship and achieve your sales goals. It ensures better sales, lead generation, and sales prospects. Social media marketing and social selling are distinct. Social media marketing uses social media channels to attract qualified leads, and they use email marketing and calls to action to transform these leads into clients. Social selling leans more towards conventional sales process, connecting with leads on social networks. Social selling puts the traditional sales process on social media channels and connects with leads on social media platforms. They would comment on their posts on LinkedIn and Twitter or share or retweet them. These interactions act as sales touch points.
Today healthcare businesses are moving towards social selling because a greater number of people use social media. Tools to track social selling helps healthcare marketers keep up with leads and understand what strategies work. The healthcare industry requires social selling due to the following reasons:
Difficult sales cycles selling a complex product
A high level of difficulty identifying the right buyers for your medical device/solution
Businesses that want to begin with social selling can follow some useful steps:
Businesses should have value-driven social networking and they must also know which social media channels are valuable; for B2B companies, LinkedIn is ideal.
Marketers should have built-out pages, posting schedules and followers.
They should post valuable content and not just promo content about their products/services.
You can find groups that have relevant topics and add insights to those. There are many groups active on Facebook and LinkedIn. Find the prominent groups, join those groups and start connecting with them. Posting useful content on these groups will increase the number of followers.
The next step is to connect with prospective clients. You can begin by sending a message in LinkedIn or any other social media channel, which is a polite way to start a conversation. Begin the conversation by providing something useful to the prospect, such as an informative/relevant article. Otherwise, answer a question that a person must have asked. After building a rapport you can start marketing your sales materials.
Just as in conventional marketing, it is important to measure efforts. Most social selling platforms have built-in analytics that will help the marketing team understand what works and what doesn’t. Social selling is a new concept, but businesses are already realizing its significance and those organizations that have implemented social selling already know how useful it is. It is essential to identify the platforms wherein the targeted customers spend most of their time. Your marketing team should be educated regarding what it means to provide real value, be helpful and engage in constructive networking via social media. Social selling also signifies that a business hopes to gain footing as a helpful resource and expert in their particular niche.
Social media plays a crucial role in healthcare digital marketing. Social media marketing is the ideal solution for reaching out to prospects and retaining existing healthcare customers. A Medical SEO company provides effective social media optimization, social media marketing and selling solutions that will ensure your business better online visibility, increased traffic and conversions.
With increase in competition, it is becoming difficult for attorneys to effectively market their law firms and generate leads and new clients. Video is an effective marketing and educational tool. Most industries, including the legal sector are using videos mainly because it is the right media for the smartphone age. For those focusing on social media marketing, YouTube allows for customization of your channel, so you can brand your channel right down to your “subscribe” button and set up playlists to feature particular areas of your legal service or other topics. Law firms can also add a link to their websites and social media portals, in the same way they link YouTube channel to their firm’s website.
In a newsletter published in Law Journal Newsletters, Corey Saban, Co-founder of TheLaw.TV., says that, “Video tells a much more compelling call to action than text, which is more challenging to read on a smartphone.” This newsletter points out Latham & Watkins, White & Case, and Hogan Lovells as three firms with an extensive YouTube presence, and they have videos automatically play as their “channel trailer.” This makes it easy to link back to the firms’ websites and social media in the channel headers.
High-quality video content with the right targeted message can take your business to great heights. A live example is The Jacobs Law firm that used videos to market their services, with the assistance of a digital marketing agency.
Travis Jacobs, who owns The Jacobs Law firm, says that, “Our videos launched in October. Within two months (by December) we were getting about two to three times the calls we were getting before we posted them, and the calls were for more value-added work and fewer one-offs.”
Types of Videos Legal Firms Can Use
Here are the ways law firms presently use video on their websites and on their YouTube channels:
Educational videos are ideal for lawyers to showcase their knowledge and expertise in their practice areas. Educative content can also attract visitors to your website. If you are including statistics, make sure to include the sources from where you got these values. You can also refer to other videos you filmed that explain similar topics. The 2017 State of Video Marketing survey by Wyzowl found that 97% of businesses using explainer videos say it helps users understand their business better.
FAQ style videos also provide valuable insights and information to prospective clients. In such videos, provide answers to relevant questions your clients may have regarding your services.
A brand video is an ideal option to showcase why your firm is the best choice for your audience. In such a video, make sure you include all the services your law firm offers, personal opinions from previous clients as well as your unique value proposition.
Provide a brand overview for your firm and include a brief history of your firm and encourage interested clients to contact you. Remember that the ideal length for such videos cannot be longer than 3 minutes. You can also include stories about awards and honors as well as the latest news about the firm.
Client testimonials/ case studies
Videos of client testimonials and case studies can enhance your brand authority, along with increasing the chances that a prospective client will decide to choose your law firm. Provide your best clients with a platform to showcase their experience with your firm while educating your audience about your practice. You can also feature past clients, it would be great if they can share their own story and discuss their experience with your team.
Case study videos emphasize your authority in the market, improve trust and build confidence among potential clients. In your case study videos, consider showcasing a real-life client story and demonstrate how your services helped that client overcome their challenges. Your clients sharing his or her story on screen, provides hope and confidence to viewers.
These call-to-action videos are created specifically to make people take action. While creating such videos, introduce your firm and explain what readers will find on this page. Provide reasons as to why they should be interested in your firm and tell them what to do at the end of the video (call-to-action), such as “Fill the contact form below”.
Make sure to add informative content in your landing page videos to engage your audience in a meaningful way. If you use autoplay on the video, ensure that the stop controls are available. These videos can vary in length from a short 30 seconds to even as long as 5 minutes. I would try and keep it in the 1-2-minute range.
Consider publishing your videos on YouTube, Facebook, Vimeo, and other social platforms, to get more exposure. Legal entities can outsource their video marketing tasks to an experienced SEO company that utilizes the latest advanced SEO tactics to ensure the best results.
One of the goals of healthcare digital marketing is humanizing your practice. Your healthcare SEO efforts can be stimulated by humanizing your brand. It is a strategy followed by companies and businesses these days to drive customer engagement, but it could also be just what your medical practice needs. After all, it’s people you are caring for, and you need to connect with the community and people out there, if you want patients to think of your practice first when they’re looking for treatment or consultation. It helps your search engine optimization strategy by making your brand relatable to the people who’re looking for the kind of services you offer.
Social networking is one of the ideal strategies for humanizing your brand. The social media networks are where people hang out and social networking improves your online presence. You can put across the mission of your practice and obtain brand recognition. This will help you gain more traffic, generate leads, attract potential patients, and retain them with growing revenue.
Here are some simple steps for humanizing your brand and ensuring long-term growth of your business:
Personify the Brand
Personifying your brand could be a great option. When you personify your practice, it gets a personality and identity. It is almost like a person with specific character traits, likes and dislikes. All your campaigns on the social networks and the web must be coordinated in this manner to depict the same tone. With this strategy, you give your practice a persona for your target audience to relate with.
Use Your Employees to Promote your Brand
Surely most of your employees will be active on social media such as LinkedIn, Facebook, Instagram, Twitter and others. Use your employees to promote your brand through social media and represent them as the face of your practice. HIPAA-compliance is important here, so ensure that your employees are fully trained to avoid any references to your patients or their information in their official or personal social networking activities.
Employees sharing informative stuff on social media can give a humane face to your organization.
Display relatable and amusing photos of your employees: Sharing amusing pictures of employees to your audience will give a human touch to your organization.
Use real photos of people who work in your practice: Display photos of your employees on your site, in your About Us page or Career page. Mention their names and their expertise. Post pictures or videos of events or other fun activities on social network sites such as Facebook, Twitter and others.
Personalized Messages to Patients
Every contact with your leads should be personalized. Implement automated strategies to send out personalized messages and emails to potential patients. This will help in familiarizing your brand with the audience. You can also send non-promotional content that is similar to what they previously searched for. It can help build up an emotional connection with your patients.
Engaging in Conversations
You need to get your patients engaged in conversations. It would be great if you could ask them what they like and what they’d want to see in your website and your practice. If they like your social media posts, go ahead and thank them for it. And if these readers comment on some external thread, you can become a part of the discussion as well. This shows the audience that you do pay attention. As you keep engaging with your audience, they get to see you as a trustworthy institution or entity.
Send letters to loyal and new customers
Show your appreciation by sending follow-up or thank you letters to patients after their treatment at your practice. You can send special offers to regular and loyal buyers. You can also send out welcome post cards or T-shirts to customers to win their hearts. Send e-mails to current and past buyers during festivals or occasions and show your gratitude. This is another way of making your audience see your human side and establishing the fact that you care about your patients.
Employ a community or social manager
With the help of a community manager or social manager, you can come up with creative and new ideas to engage with customers.
Organize local events: Entrust the task of conducting events or programs, such as a blood pressure check up, eye check up camp or anything related to what you offer, to promote your practice. This is a method of creating brand awareness among your target audience. It provides an opportunity to interact with your customers and know what they expect from your organization.
Set up an online community: Create an online community on social media. It is important to create good bonding, which will help you gain more leads and become an institution recommended by others.
Use user-generated content: This will help you to humanize your brand and get patients who’ve been treated at your practice excited.
Humanizing your brand is an effective way of connecting and building a good relationship with your target audience. If you are looking to improve your brand image and create brand awareness, healthcare SEO services can prove very useful. These include social media optimization services, ensuring you have a solid presence on all major social media platforms. Their healthcare digital marketing efforts employ tried and tested as well as innovative strategies to humanize your brand and help you reach out to more customers.