Top Strategies to Make Relatable Brand and Forge Genuine Connections

Top Strategies to Make Relatable Brand and Forge Genuine Connections

For Singaporean brands, the journey towards relatability involves more than just aesthetic appeal or innovative products; it demands an authentic engagement with the community’s values, stories, and aspirations. Building emotional connections, establishing trust, and maintaining authenticity are paramount.

A brand that resonates with Singaporeans mirrors their ambitions, acknowledges their concerns, and celebrates their achievements, all while navigating the nuances of local trends and legal considerations.

In this context, a consistent and authentic brand voice, sensitive language choices, and effective storytelling become crucial tools. These elements, coupled with a coherent visual identity and strategic social media engagement, can elevate a brand from being just another name in the market to a beloved and trusted companion in the lives of Singaporeans.

Through user-generated content, responsive feedback mechanisms, and a commitment to authenticity, brands in Singapore can cultivate lasting loyalty and become integral parts of the community’s fabric.

Wondering how to make your brand relatable in Singapore? It’s about more than just a logo or a product; it’s about connecting on a human level. This article delivers straightforward strategies to create deep, authentic engagement with your audience, ensuring your brand resonates with the values and stories of the people you serve. Let’s explore the path to making your brand relatable.

Key Takeaways

  • Building an emotional connection, establishing trust, and maintaining authenticity is essential for crafting a relatable brand that resonates with consumers.
  • A consistent and authentic brand voice, sensitive language choices, and effective storytelling techniques are key to forging genuine relationships with the audience.
  • A coherent visual identity, strategic use of social media, and engagement through user-generated content and feedback are vital to a brand’s relatability and lasting customer loyalty.

Understanding the Essence of a Relatable Brand

Understanding the Essence of a Relatable Brand

At the heart of every successful brand lies the ability to establish a profound emotional connection with its audience. This bond is not simply about recognizing a logo or a catchy jingle but about fostering an authentic relationship that deeply resonates with the customer’s values and aspirations, reflecting the brand’s values. When a brand becomes relatable, it’s like a mirror reflecting the customer’s own story, creating a powerful emotional link that can enhance customer value significantly.

It’s the trifecta of emotional connections, trustworthiness, and authenticity that shapes a brand’s personality – each aspect playing a vital role in securing brand loyalty and engagement.

Emotional Connections

Emotional branding is the art of storytelling, where products are not merely items for consumption but conduits for a shared narrative between brand and consumer. When brands master the art of evoking feelings, they go beyond the product itself and tap into the human traits that drive us – love, aspirations, successes, and even fears. Brands that succeed in creating a strong emotional connection become an integral part of their customers’ lives, fostering brand loyalty that endures beyond temporary trends.

This is why making customers connect with a brand on an emotional level is not just nice to have; it’s a cornerstone of a truly relatable brand.


Trust is the currency of relatability. It’s an unwritten pact between the brand and its customers that the brand’s values and promises will be upheld with integrity. TOMS is a compelling example, with its transparent giving model earning it not just customers, but loyal supporters. Trustworthiness also manifests through the authenticity of user-generated content, where customers endorse the brand through their own narratives, lending a voice that is perceived as more trustworthy than traditional advertising.

This trust is not built overnight; it’s earned through consistency in quality, service, and messaging, which, in turn, strengthens the brand’s relatability and gives it a competitive edge.


Authenticity is the soul of a relatable brand. It’s the unfiltered truth that shines through every interaction and communication, resonating with consumers who seek genuine connections. An authentic brand personality emerges from a wellspring of core values and human characteristics that align with the brand’s mission and vision.

Understanding various brand personality types can help in crafting an authentic brand personality. To create a brand personality, it’s about being true to one’s own brand and identity, whether it’s through the colors and fonts chosen to represent the brand or through advocating for social causes that mirror the beliefs of its audience, especially the socially conscious Millennials and Gen Z. By doing so, a brand’s personality is strengthened and becomes more relatable to its target audience.

Authenticity in branding isn’t just about what a brand sells; it’s about standing for something larger than the product itself.

Crafting an Authentic Brand Voice

Illustration of genuine brand personality

A brand voice is like a signature—it’s unique, recognizable, and an extension of a brand’s personality. It’s not enough competent brands to simply understand the target audience; brands must speak in a voice that resonates with their audience’s expectations, interests, and language preferences. This process involves defining the tone, creating guidelines for consistency, and aligning the voice with the company’s overarching values and vision.

It’s a voice that conveys authenticity and fosters trust, ensuring customers feel a sense of familiarity and credibility whenever they engage with the brand.

Tone and Style

The tone and style of a brand’s communication can make or break the perception of a competent brand and its personality. It’s about selecting words and creating messages that sound consistent, dependable, and relatable—like they’ve come from a friend. While the brand’s overall voice should remain steady, the tone can adapt to suit the context and platform, balancing between consistency and adaptability to maintain a connection with the audience.

Imagine a brand image that always seems upbeat and friendly, no matter the platform or situation—this is the power of a strong brand personality, achieved through a well-defined brand personality, with a consistent tone and style.

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Language Choices

The words a brand chooses can stir emotions, conjure images, and even inspire actions. The language of a brand is a reflection of its values and objectives, setting the stage for how consumers will interact with and perceive the brand. Whether it’s employing industry jargon to establish competence or using everyday language to connect on a more personal level, the choice of words can have a profound impact on establishing an emotional bond with customers.

Effective language choices in marketing strategies and advertising campaigns can foster empathy and drive engagement, making the brand’s message resonate with the heart and soul.

Storytelling Techniques

Stories have the power to captivate and connect, and in a brand’s voice, storytelling is an unrivalled technique for creating an enduring relationship with the audience. It’s not just about having an intriguing plot; it’s about crafting stories that reflect the brand’s values and vision, engaging customers in a narrative that they find personally relevant. An effective brand story is clear, concise, and continually evolving to meet the changing needs of the audience.

By weaving the customer’s experiences and challenges into the brand’s solutions, storytelling becomes a potent tool that not only defines a brand’s personality but also inspires loyalty and advocacy.

Visual Identity and Design Elements

Brand Visual Identity and Design Elements

If a brand’s voice is its signature, then its visual identity is the canvas on which it paints its story. The colors, shapes, typography, and imagery chosen by a brand are not arbitrary; they’re carefully crafted elements that come together to create a picture that resonates with the target audience. Much like Apple’s minimalist design that echoes its sleek brand values, a brand’s visual identity should be a reflection of its personality and values.

These elements are the silent ambassadors of the brand, speaking volumes without uttering a single word, and are pivotal in crafting a relatable brand that connects with consumers on various levels.

Colours and Shapes

Colours are the brushstrokes of emotion in a brand’s visual identity. The hues chosen can convey a myriad of feelings, including:

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  • Trust and security associated with blue
  • Energy and passion of red
  • Warmth and anger
  • Health and envy

It’s the strategic application of colours and shapes that can shape the user experience, influence brand recognition, and shape how the brand’s name communicates and is remembered.

A brand with a sophisticated personality and well-thought-out colour strategy can feature clean lines and bold shapes, creating a visual experience that is both pleasing and psychologically resonant. With such sophistication, brands can stand out in the market.


The fonts a brand uses are the voice of its visual identity, echoing its brand’s personality traits, through the strokes and curves of each letter. Here are some examples of how different fonts can convey different characteristics:

  • Serif fonts might whisper of tradition and reliability
  • Sans-serif fonts shout modernity and approachability
  • Script fonts add a touch of elegance or playfulness
  • Display fonts embody the brand’s unique character

Typography, with its weight, spacing, and size, subtly influences perceptions, potentially conveying confidence or gentleness, all while reinforcing the brand’s identity.

Consistency in typography is a commitment to the brand’s image, ensuring recognition and embedding the brand’s personality into the minds of its audience.

Imagery and Graphics

Imagery and graphics are the storytellers of the brand’s visual narrative. They’re the key elements of that bring the brand’s personality to life, whether through static images, dynamic videos, or innovative graphics. High-quality, relevant imagery not only establishes the brand’s position in the market but also draws in the target consumer segment that identifies with the brand’s personality.

Take Apple, for instance, whose focus on simplicity and innovation is visually expressed through sleek product designs and clean graphics, evoking emotions of sophistication and empowerment among its users. The imagery used by a brand can reinforce the human traits attributed to it, making the brand relatable and memorable in the minds of consumers.

Social Media Strategies for Relatable Brands

Social Media Strategies for Relatable Brand

In today’s digital age, a brand’s social media presence is not just about advertising; it’s about creating a community and engaging in a two-way conversation with the audience. Social media platforms offer a plethora of opportunities to:

  • Exhibit brand personality traits
  • Engage with the target audience
  • Build a brand’s identity through interactive features, personalized experiences, and user-generated content.

These platforms have transformed the way brands communicate, enabling them to be sophisticated brands and create authentic brand personalities that resonate with their audience and foster brand loyalty.

User-Generated Content

User-generated content is the digital word-of-mouth that can turn satisfied customers into vocal advocates for the brand. It includes:

  • Stories shared by users across social media accounts and other online platforms
  • Images shared by users showcasing their experiences with the brand
  • Reviews written by customers, providing genuine feedback on the brand’s offerings

Not only does UGC encourage and build brand loyalty and community growth, but it also serves as authentic social proof that the brand’s offerings are worthy of investment.

By featuring customer feedback and stories in their social media posts and broader marketing campaigns, brands can personalize the customer experience, building a trust that far exceeds any traditional advertising methods.

Responding to Feedback

Interacting with customers through feedback is more than mere customer service; it’s a demonstration of a brand’s commitment to continuous improvement and customer satisfaction. Addressing feedback, whether positive or negative, shows that a brand values its customers’ opinions and is willing to engage in conversations that may push its boundaries.

The HEARD technique—Hear, Empathize, Apologize, Resolve, and Diagnose—provides a structured approach to managing feedback, ensuring that customers feel heard and valued, and turning potential negatives into opportunities for brand growth. By implementing a standard protocol for responding to feedback, brands can maintain their integrity and deepen customer trust, which is essential for building a relatable brand identity.

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Consistent Brand Presence

Consistency is the thread that weaves together all aspects of a brand’s presence on social media. A cohesive brand experience, regardless of the platform or language, ensures that customers will always find a familiar touchpoint with the brand. Maintaining a consistent brand voice, using brand colors effectively, and adhering to a unified visual identity across all channels is vital for clear brand recognition. In a crowded market, a consistent brand presence can give a brand the competitive edge it needs to stand out and be remembered.

Moreover, marketing efficiency is enhanced, as a consistent brand identity simplifies the creation of materials and streamlines communication efforts.

Case Studies: Brand That Excel in Relatability

Illustration of high-energy brand persona

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What do TOMS, Dove, and Red Bull have in common? They’re industry leaders who have excelled in making their brands relatable to their respective audiences. Each case study below showcases unique strategies these brands have employed to establish authentic brand personalities, build trust, create strong emotional connections, and maintain brand loyalty.

Through these brand personality examples, we can glean insights into the power of creating a brand personality and well-crafted brand identity and the impact it can have on a brand’s success.


TOMS is a brand synonymous with giving back, a trait that is at the core of its brand personality. The emotional connection forged through its One for One model, where a pair of shoes is donated for every pair purchased, has resonated deeply with customers, transforming them into brand advocates.

The iconic Alpargata shoe design is not just a product; it’s a symbol of the brand’s commitment to social causes and simplicity, which keeps the brand’s approach to philanthropy up-to-date and relevant to its audience.


Dove stands out as one of the sincere brands that has embraced sincerity and empowerment in its personality and marketing communications. Its campaigns are not just about selling soap; they’re about promoting down-to-earth beauty and body positivity, challenging the typical beauty standards set by the industry. Dove’s Real Beauty campaign is a testament to its commitment to honesty and diversity, resonating with customers on an emotional level by celebrating self-confidence in all forms.

The use of diverse models in its imagery effectively showcases the brand’s values, aligning with the perspectives of a generation that champions authenticity and social involvement.

Red Bull

Red Bull is a brand that thrives on excitement and adventure, appealing to a target audience that is young, vibrant, and seeking thrills. From sponsoring extreme sports events to other exciting brands and creating content that rivals major publishers, Red Bull maintains a brand personality that is high-energy and adventurous, perfectly reflecting Red Bull’s brand personality.

Its iconic slogan, “Red Bull Gives You Wings,” and signature visual elements reflect an exciting brand personality that gives it a competitive edge and makes it an aspirational name among its followers.


We’ve traveled through the multi-faceted landscape of brand relatability, exploring the emotional, trustworthy, and authentic strands that weave together to form a compelling brand personality. From the artful expression of brand voice to the strategic use of visual identity and the dynamic nature of social media engagement, we’ve seen how successful brands like TOMS, Dove, and Red Bull have harnessed these elements to forge genuine connections with their audiences.

By understanding the essence of a relatable brand, crafting an authentic brand voice, and maintaining a consistent presence both visually and socially, any brand can achieve a level of relatability that resonates deeply with customers, encouraging brand loyalty and advocacy.

As we conclude this exploration of rugged brands, remember the power of emotional connections, the trust that comes from transparency, and the authenticity that can only be achieved through sincere representation of a brand’s core values.

These are the cornerstones of a relatable brand, and when executed with intention and consistency, they pave the way for a brand experience that feels less like a transaction and more like a relationship. Inspire your audience, stay true to your brand’s identity, and watch as the world responds with loyalty and engagement.

Frequently Asked Questions

Why should brands be relatable?

Relatable brands build strong relationships with consumers, drawing them in and potentially leading to more sales. Understanding and meeting customer needs through research is essential for deepening this meaningful connection.

How do you make a brand more relevant?

To make your brand more relevant, you can rediscover your reason for being, define your zealot consumers, brand assets, and relevancy, and create your brand’s unique future. This will help reestablish your brand’s relevance in the market.

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How do you create relatable content?

Create relatable content by staying true to your roots, sharing behind-the-scenes moments, engaging in meaningful conversations, addressing challenges and failures, diversifying content formats, collaborating with followers, and embracing imperfections. These steps will help you connect with your audience and make your content relatable to them.

What are the 4 types of branding strategies?

The four types of branding strategies are line extension, brand extension, multi-brands, and new brands. Try implementing these strategies to diversify and strengthen your brand.

What is an example of humanising?

Humanising is the act of making something more humane and easier for humans to relate to and appreciate. For example, a murderer’s biography could humanise the murderer by showing their difficult upbringing. Similarly, a company could humanise its image through new publicity.


About the Author

Tom Koh

Tom is the CEO and Principal Consultant of MediaOne, a leading digital marketing agency. He has consulted for MNCs like Canon, Maybank, Capitaland, SingTel, ST Engineering, WWF, Cambridge University, as well as Government organisations like Enterprise Singapore, Ministry of Law, National Galleries, NTUC, e2i, SingHealth. His articles are published and referenced in CNA, Straits Times, MoneyFM, Financial Times, Yahoo! Finance, Hubspot, Zendesk, CIO Advisor.


Search Engine Optimisation (SEO)

Search Engine Marketing (SEM)

Social Media




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