Brand value, measured in human capital
29 June 2020
As more and more attention is being paid to your brand’s digital presence, you can’t afford to lose sight of the reality that your services business is founded on, driven by, and valued for its human capital. We live in a commercial world that has moved past the institutional anonymity of B2B, past the mass media of B2C, and on to the highly personalised B2H experience – business to human.
Even if yours is a business that focuses on companies and corporations, or NGO’s and foundations, or factories and funds, you are still dealing with decision-makers who are individuals, people just like you. And what they want to know about your business is: you. Who are the people who drive your decisions? Who are the experts who deliver your services? What is the culture that nurtures your employees?
Tell your story
A winning digital experience for any brand involves a smart balance between content creation and web and social channel functionality. But what will differentiate your brand is how you tell your story – that is, the story of your people.
Surprisingly, all too often, websites fail to offer interesting ‘People’ pages, showing instead only cold, sterile search functions of biographies written in the third person. It’s a lost opportunity because these sections usually have the highest web traffic of interior pages. It’s the place to celebrate your employees – which would catch the attention of people who want to do business with you and even come work for you.
Give your people centre stage
Living has helped financial, professional services and technology companies shine a spotlight on their most valuable asset: their people. This begins with developing a brand positioning strategy that aligns with your firm’s values and reveals the human relationships that exist within your value proposition. We look to highlight this ‘human factor’ of your firm by writing compelling first-person biographies, helping you plan reader-friendly blogs, crafting engaging social media posts, and designing webpages that deliver video, interactive and creative content – all this to draw upon the personalities of your team members.
By revealing the people behind the brand, your company becomes relatable, its purpose understandable, its message deemed authentic.
If you’d like to discuss how to capitalise on the human side of your business while advancing your brand in the hearts and minds of your clients, please drop a line to: Greg Hobden in London, Duncan Shaw in New York or Gigi Yung in Hong Kong and we'll give you a call.
Kate Shaw - CEO and Co-Founder, Living Group
Next week’s quick read! Social Strategy
One of the most effective ways to personalise your relationship with your stakeholders (prospects, clients, intermediaries, influencers, employees and candidates) is to have a consistent, vibrant, and authentic social media strategy. Next week, we’ll talk about doing just that – and doing it on brand.