What happens if people like you? They will be more likely to follow your social media, like your contents, interact with you and talk about you. This also applies to brands. Likable brands stand out and have a higher chance of producing warm leads, which often create loyal customers and a positive brand image.
What makes likable brands stand out?
Below is what makes a likable brand stand out against their competitors:
They know who they are interacted with
Brands that know their audience often do extensive market research. Apple, Netflix and the LEGO Group are some primary examples. According to Drive Research, Apple leverages its in-house research team and the Apple Customer Pulse panel to learn about their audience. They did it by conducting extensive customer satisfaction surveys and gathering insights that drive product development and improvements. With this strategy, brands are able to understand their potential customers’ needs and preferences. Then, they are able to innovate their products and services accordingly.
They know how to be relatable
Brands that know how to leverage social media deliver the right message that relates to their service. With this, they are able to gain audience attention and create a connection through their messages. Not only that, they interact with the audience authentically. Brands that deliver messages that perfectly describe what the audience is experiencing become relatable. For instance, a brand that visualizes their audience’s pain points will make them feel understood and empathized with. This makes the brand appear more appealing than before.
They have a sense of humor and are witty
If someone is funny, it automatically makes them appear more likable. This goes the same way for the brands. Humor, especially personalized ones, is quick to grab people’s attention. This also leads to an increase in engagement. Social media is the best platform for humor, as it is where people seek entertainment and interaction.
RapidKL, a public transportation system in Malaysia, had successfully gained Malaysian hearts with humorous interactions on social media, particularly TikTok. They gained positive sentiments at 37.2% for the Single’s Day campaign last year, according to Marketing Interactive. Before the campaign, they were bombarded with negative interactions due to their brand’s service and infrastructure. Through this campaign, they have gained a high level of engagement and improved their likability as a brand.
They are super responsive to feedback
Brands that prioritize innovation listen to feedback to improve their products, services, and customer experiences. However, just by listening is not enough. Brands that listen, respond and take actions based on the feedback received enhance their chances of winning customers’ hearts. One of the brands that showed responsiveness is Digi, a mobile service provider in Malaysia. Prioritizing a customer-centric approach has made them likable among customers. With these efforts, they gain loyal customers and are more likely to receive more feedback in the future, which benefits them.
Conclusions
Likable brands stand out and connect authentically with their audience, deliver relatable content, and prioritize customer feedback. Through market research, they understand their target audience, enabling them to create resonant products and services. A strong personality, wit, and humor on social media capture attention and drive engagement. Responsiveness to feedback cultivates loyal fans. By embodying these traits, brands forge meaningful relationships and stand out in their market.
