We believe that “Brand” = Values + The People Who Support & Contribute To Them + What People Think About You. Marci will talk more about how to be a trusted brand in tomorrow’s post, but today we want to focus on the people part. When reviewing our own website and blog analytics we discovered that our Team and Authors pages are regularly two of the most visited pages on their respective sites, which is excellent news since your team page is ground zero for humanizing your brand.

This discovery indicates that visitors want to learn more about the individuals who support and contribute to your company values. They want to get to know your people, in addition to knowing your products and services.

So, if lots of visitors are checking out your people online, it’s important for companies to embrace their human assets and then take advantage of this brand building opportunity by allowing them to shine via the Team page and beyond. Team pages don’t have to be limited to the education, experiences and professional accomplishments of each team member either. There are plenty of connection points beyond work and school and showcasing personal interests will infuse an ordinary bio with LIFE, making your company, your team and the brand even more approachable.

If you look closely (though it really doesn’t even require a close look), you’ll see that the DMA team members are moonlighting as authors at The Core which is just another way that we promote our people. And while all companies don’t have the opportunity to “double up” like this, there are other ways to broaden the exposure of the distinct personalities behind your brand beyond a blog.

• Make your people front-and-center features of your website by creating ways to include them on the homepage and other high traffic pages.
• Use LinkedIn as an additional Team Page. You can “tag” the colleagues who have worked on particular projects with you to create a catalog of talent – and each team member’s LinkedIn page will also refer visitors back to your website!

• Personnel promotion doesn’t have to be limited to the digital realm. Send your team members to various industry, networking and educational events in order to expand your brand face-to-face style!

Bonus Marketing Tip!

Also, since hordes of visitors are looking at these pages, take advantage of all those eyes by featuring those key messages that you’re currently pushing. Visitors will be more likely to take you up on your offers if they’re being delivered by a trusted source who they’ve been given the opportunity to get to know.

How are you introducing/touting the people behind your brand? We’d love to hear your ideas on humanizing!