Why 'stuffy' doesn't cut it in today's online world
A new client recently said to me "I don't want to come across as stuffy!" when talking about how we were going to launch their brand online. This inspired me to write today's post because this client isn't alone. It's not the first time people have said to us that they want to avoid looking 'traditional' or 'dreary'.
It seems the Internet and the impact it has had on our lives, has meant that businesses don't want to come across as too formal anymore. Things like social media have transformed what we expect from brands. As there's now nowhere to hide we want transparency and openness from the firms we buy products or services from. As consumers, we've wised up.
So if brands aren't online or are using the old one-way communication through their websites, i.e. they're not interacting with their customers, then they can come across as too formal and traditional - something that many people perceive as off-putting and untrustworthy.
The client in question even suggested not having 'Ltd' after its company name, worried that it would make them look too dull and 'business like'.
It's a strange new world where businesses are trying to come across as more laid-back and friendly. Of couse, there's always a fine line between professionalism and having this 'new' social and friendly approach.
There's also a fine line between being sincere compared to those companies who try and be 'social' but are actually just another dinosaur in disguise. You know the types. The ones who place hugely irritating team photos of themselves, laughing and looking like they're all having such a blast. Oh please. It doesn't work! People are able to see through insincerity.
So how do you come across as modern, fresh and approachable online? You make the most of the web, social media and all its beautiful offerings while being totally real and sincere. People don't buy a fake sprinkling of marketing anymore. When browsing the web, they want to interact with real people and real businesses who are relaxed and fun yet professional without trying too hard. Because 'stuffy' doesn't cut it in today's online world.
blog comments powered by Disqus