People buy from brands they know, like, and trust. How are you helping them like you?

What Makes a Brand Likable?

You’re at the farmer’s market. You spot two vendors selling hot peppers of all kinds. They have them bundled and priced similarly, but one's attracted quite a crowd while the other only has one or two folks around at a time.

What gives?

The vendor with fewer buyers is all business: standing behind the table, arms crossed, looking a wee bit bored, scrolling on their phone between customers. When someone approaches, they nod and give a quick “hello,” and leave it at that. They’re more focused on efficiency and transaction, than connection.

Now, the vibe over at the other vendor’s stand is the complete opposite. This vendor is warm and bubbly, starts up friendly conversations, offers a taste of homemade hot sauces from different pepper varieties, shares scoville heat ratings and their favorite recipes. Customers don’t feel like they're just buyers, they feel like they're old friends. So when they leave it's not just with a bag of peppers, but with a great feeling — which they’ll remember next time they’re looking to replenish their pepper supply. 

The second vendor is more likable. Likability drives a stronger connection... and turns customers into raving fans. 

So how can you improve YOUR brand’s likability in your marketing?

By finding ways to resonate with your audience’s values, lifestyle, and identity. By being relatable, approachable, or similar in some way. This is why infusing your personality into all aspects of your marketing is so important. Your brand starts with YOU. Just like you make friends with people you vibe with, your ideal customers are looking for brands they vibe with. So show them your vibe!

Practical tips for elevating brand likability

We all know that potential customers are far more likely to say yes to people they know, like, and trust. But how exactly do we DO that “liking” part? How do we make people like us and our brand?

That's the kicker — you can't make anyone do anything. But by being your true self, you will attract your true believer like a magnet on steroids. We humans have a lot of flaws, but we can sniff out a fake a mile away. If you try to be something you're not, you'll repel the people you're trying hard to attract. But if you consistently show your true colors, you'll be a beacon to your people (and repel the ones who you'd rather NOT do business with, which is insanely valuable too!).

Still, there are definitely things you can do to boost your likability. In truth, they're really visibility strategies — but by being strategic with what kinds of things you show up with, and where you show up with them, you'll build up your like factor faster. Here are a few things to try:

• Personal Brands: Share stories, vulnerabilities, and behind-the-scenes content. Share your journey of ups and downs: it will build that authentic connection with your followers. Show your personality — if you're a goofball who loves dad jokes, tell dad jokes. If you love unicorns and rainbows, sprinkle them liberally into your content. If your years spent as a a grief counselor has made you more compassionate in your coaching business, embrace that and talk about it!

• Brick-and-Mortar Business Owners: Engage with your physical community and show local pride. What organizations do you support? Do you coach youth sports? Do you support animal welfare groups? Your involvement in the community will appeal to your crowd and nurture that all-important brand loyalty. [Note: this works for online businesses too!]

• Product-Based Brands: Use story- and identity-driven content. Develop and share your core brand stories. [Lululemon does this brilliantly, go check them out for inspiration.]

A word of caution though: while you want to be strategic in terms of creating content that aligns with your audience's values and desires, don't go into it with a "if I do this they will like me" mindset. That does not work. Give of yourself freely, unabashedly, and without ulterior motive. Not a tit-for-tat mentality. There is no scorecard or points system.

How to apply this today, right now: Think about what makes you relatable to your audience. Share a story on social media (tag @twoeyecopy on it so I can see it!) or send your list an email highlighting a common struggle. Do this regularly and see your sales soar.

Enjoy!