Ways To Express Thankfulness With Your Brand

⌛  By Kaylin R. Staten ⌛ 

Happy Thanksgiving! 

As another year is coming to a close, I’m sure most of us are ruminating about what we are thankful for on this Thanksgiving Day. While 2020 hasn’t panned out like most of us have hoped in myriad ways, you can still look for silver linings through all of the curveballs this year has thrown at us.

Something I have always struggled with is enjoying the here and now. As a company owner and lifelong perfectionist, I tend to look to the past and forward to the present to formulate my strategies, inspiration, and thought processes. I don’t always think in present terms, but per today’s theme and general thankfulness mindset, I wanted to spend this blog post talking about thankfulness.

As a brand, how can you present a more thankful mindset in the way you communicate with your target audiences? You don’t have to be-in-their-faces about it or even post an inspirational quote graphic on Instagram.

Here is how you can add thankfulness to your brand’s personality and modus operandi:

Add it to your overall conversations.

I started Hourglass Media as a solopreneur, and still, most of my company’s personality and communications style is still in my same vein. As a person, I try to be as thankful as possible, even when the odds are against me and when I have horrible days. In essence, I have attempted to make Hourglass Media more of a human-based experience, always putting clients’ needs and authentic messages at the forefront of what we do as a small media company. You have to go beyond saying, “Thank you for your business” on your invoices and in general social media posts on holidays, Small Business Saturday, and other calendar-driven initiatives. Add emotions to your communications

Don’t be general.

One thing that I see a lot of brands do is to use general “thank you for helping us reach success” messages. While I am sure some customers appreciate such a form-letter sentiment, it doesn’t always reach a captive audience. Most of us will skim right over that bland thank you subject line and even a percent-off discount coupon code. Those seem impersonal, after all. 

Also, when you act in an arrogant manner and think you have done everything alone, people will be able to tell that about you. When you come at it from a more humble angle, that will resonate with others, build your reputation, and help you achieve results in business and as you forge relationships. I have said this before, but I loathe the term “self-made.” While I’m certain that you have burned the midnight oil and poured your blood, sweat, and tears into your brands, you have not done it alone. You have had help in multiple forms, such as support from a significant other, family member, or friend; an educational experience, from a college course to watching a webinar; receiving advice from a mentor; financial assistance in some capacity; and more. Be gracious with individuals and experiences that have aided you in success and also missteps.

Little gestures mean the most. 

When I was younger, my mom always had me fill out thank you cards when warranted, such as high school graduation presents and if someone went out of his or her way to help me with something. At the beginning of my career, one of my supervisors wrote thank you notes to donors that were of a more personalized nature (and not just the standard tax-exemption thank you letter in the mail). When you take the time to add a personal touch to say thank you to someone or recognize that person for an achievement, it will make a lasting mark in his or her memories. Even when I have sold something on Etsy, I have made a point to insert a cute thank you card with a message. Even a small touchpoint like allows you to be active and not passive as you show appreciation. 

Also, one last note: make a list of what you are thankful for. I know it sounds cheesy, but it reall does give way to perspective when you may need it the most. It definitely helps me when I am struggling to see the light at the end of the tunnel. 

How do you show thankfulness as a brand/company? How do you show it personally?

Kaylin R. Staten, APR, is an award-winning, accredited public relations practitioner and writer based in Huntington, WV with 18 years of professional communications experience. As CEO and founder of Hourglass Media, she uses her compassionate spirit and expertise to delve into the heart of clients’ stories. She is a recovering perfectionist, mental health advocate, wife, Luke’s mom, cat mom, and Leia Organa aficionado. Connect with Kaylin on LinkedIn.