Psychographics, and the great tonal shift
Tania Franco Klein, Car, Window (Self-portrait), from Proceed To The Route, 2018.
This month we have been feeling very human.
There has been hope and togetherness colliding with fragility and resilience.
Appropriately, our clients are feeling the same. They know this moment requires sharper-than-ever messaging strategy, and nearly all are asking for support to bring more humanity into their brand voice and ethos. Whether revitalizing brand strategy and brand voice or reframing how they craft campaign hooks, social copy, or email marketing, aware brands recognize this critical tonal shift: breaking the fourth wall a bit and being more human.
But what is being more human? How is that translated effectively into brand voice and verbal identity?
When considering which metrics inform decisions made by a particular audience, traditional methods would suggest looking at demographics. Demographics are the apex of time-tested reliability—the word itself comes from Ancient Greece (demos, meaning "the people," and graphy, meaning "writing about or recording something”). But are humans still cut-and-dry categorically identifiable? (And, really, were we ever?)
When crafting an effective, human brand voice, valuing psychographics over demographics may feel less tangible, but they are definitively more important because subjective perceptions govern behavior. By seeking out parallels and commonalities, seemingly glaring differences like gender, age, income, occupation, ethnicity, geolocation, and education metamorphose into shared lifestyles, personalities, beliefs, and desires.
So how are we using human psychographics to advise our clients?
Ground key messaging in top audience concerns. Pillarize your audience’s top three concerns and ensure all campaigns, product launches, and messaging reiterate how you solve their problems and make their life easier.
Show rather than tell. Don’t just tell your audience about the benefits; show them how your product elevates their quality of life.
Engender trust. Dialogue and communication—core drivers of trust—are verbal strategies, and they are expressed through your messaging. What layers of storytelling can you add to show your audience that you’ve gone above and beyond on their behalf?
What are the outcomes of this work?
A well-tailored brand messaging strategy customized to the bespoke needs of your audience.
Messaging that reinforces your brand’s distinct and ownable point of view in ways other brands can’t claim or take credit for.
A deepened emotional relationship with your audience, which leads to more trust, loyalty, and retention.
Has your brand lost its human essence? Let’s conspire.