How to humanise your brand and attract better clients

by Naomi Faye
30 July 2021

Want more clients? Okay, stupid question. Maybe it’s more apt to ask, want more like-minded clients? You know, the ones that give you the work you love. Let’s assume you do. 

How do you find them? You could pitch, apply for work on a job board or get a referral – all great options. But what if you were a magnet yourself? Your ideal clients contacted you

No, it’s not a dream. It’s possible. You just have to humanise your brand. Show your face, tell real stories and connect with real people. It sounds simple, but not many freelancers get it. 

Maybe it’s because showing up online feels icky. We rather lurk behind the glow of our computer screen and share a quiet word with our cat. 

Humans are scary. But the thing is, you work for humans, and even if you don’t feel like it sometimes (hello, cat talk), you’re human too. 

Want to create a more relatable brand? Here are 5 tips for making it more human.

1. Get your freelance business on social media

Showing up on social media is the first step to humanising your brand. You may be like, yeah, duh! But surprisingly, many freelancers don’t feel the need to share their freelance journey online. 

Social media is a client magnet. You can create personality-packed content, showcase your latest work and establish relationships with like-minded people. 

Hate Instagram? That’s okay. Build an active profile on LinkedIn. Just be mindful of where your ideal client hangs out. You want your hard work to be worth it. 

Can you create a human brand without social media? Yes, but you’ll have to do a whole lot of networking! This means showing your face in public (eek!). 

Quick action:

Create a biz account on your favourite social media platform and share content your ideal client will find valuable.

2. Book a personal brand shoot 

Gone were the days you could share cheesy quotes on Instagram and be done with it. If you want to create a human brand and attract clients, you have to show your face. 

People buy from people they know, like and trust. And when you work remotely, the easiest way for people to recognise you is to share photos of yourself.

Scary? Yes. Necessary? Absolutely. It’s like authors doing readings on book tours. They don’t always enjoy it, but their publisher knows creating a human brand sells. 

It’s the same for you. If you want to build relationships, showing your face is part of the deal. 

Quick action:

Book a branding shoot. You’ll have photos you can share for at least a year.

3. Show your personality 

Do you write blogs? Great. Post social media content? Awesome. But are you showing your audience the real you?

Human brands have personality. They’re funny, sassy, clever – whatever attributes represent you. Personality attracts like-minded people. 

So how do you share your personality? Let people into your world. You can start by writing about your life online. 

Try these writing prompts:

  • What attracted you to writing? 
  • What are your favourite things to do?
  • What are you watching/reading/listening to right now?

Quick action:

Write a story about yourself. Show your audience a little more. You’re a storyteller after all! 

4. Be open about what matters to you

Our values influence our decision-making. If you’re passionate about sustainability, you’ll buy from a business that cares about it too.

It’s the same for your brand. If an editor or potential client shares your values, they’re more likely going to work with you.

Don’t worry. You don’t have to protest every weekend or get on your soapbox on Insta stories. It can be as simple as being more open about your lifestyle choices. 

Sharing your values is another way to make your freelance business more human and attract your ideal client.

Quick action:

Share your values in your content, e.g., if you value sustainability, share some of the ways you make your business more eco-friendly. 

5. Show the connections you’ve built 

Business is about building relationships. You do it naturally. The emails you send, the clients you call, and the people you meet. But many of us forget to share the relationships we’ve built with the world. 

Human brands share human stories. It shows they care about people and create meaningful relationships in their work. 

Giving a shoutout to your client or introducing your VA to your community makes you more human. It also attracts more of these relationships because the people watching want to be part of your gang. 

Quick action:

Write a social media post about one of your favourite projects and why you enjoyed working with the client. 

Human brands are just about people 

Remember, it all comes down to people. Humans relate to humans. Want to attract more (and better) clients? Be human. 

Do you need to humanise your brand? Or have you done it and found it did bring you more targeted clients? We’d love to hear more about your experiences in the comments.

Naomi Faye
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