It is always difficult to establish what content is appropriate for your audience when you are posting on a company page. As times progress, censorship has evolved and many businesses struggle to identify what should be shared with customers and what needs to be flagged as “inappropriate.” While there are definitely some things that should stay far away from the office, there is also a great trend in businesses getting personal. Pictures of staff members that aren’t stuffy headshots are a big hit with customers — just check out our employee profiles. It lets customers relate to the people on the other end of the phone and develop a stronger bond – this will ultimately lead to customer loyalty and increased use of your products/services.
The important thing to know is how to maintain your professional identity while seeping your personal life into your branding. This question of brand identity has many different answers and it mainly depends on how you interact with your audience and what you expect out of this newly redefined relationship. For some companies it is an easy decision to become more personal and to bring in that humanization and humor to the workplace – mostly these are companies that can develop a personality without damaging professional relationships.
One company that completely embraces this and has since its inception in 1992 is Moosejaw. Just check out the Madness tab on their site. It includes such features as, “Crying Tomatoes,” and,”Your Weird Dreams.” Moosejaw has a lively character that it shares splendidly with customers through humor, and this has built the brand a very strong and loyal base.
However, Moosejaw is a clothing retailer and distributor that has a lot of freedom in their marketing and branding. What about the companies that have to present themselves in a professional manner, such as a financial planning organization or a law firm? These places are generally seen in a professional light and could lose credibility in their professions by sharing too much personality.
Thankfully there is a way to find balance within extremely professional environments. A great example of a professional company that also offers personality to their clients is the Slalom Consulting Group. Take a look at their About Us page. Look how they incorporate photos of their staff that make their staff seem approachable, friendly and knowledgeable. They offer up faces and bios that we can relate to and that make us trust more readily than pictures of suits and board rooms.