🧑‍🔬 How To Make Your Brand More Likeable

Brand: Nala

Psychology Concept: Liking Principle

Days Running: 3 Days for Black Fiday
(This gives an indication of how it’s performing)

🧪 The Liking Principle

The Liking Principle, put simply, explains that we’re more likely to say "yes" to people or brands we like.

This likeness could come from shared values, humor, authenticity, or relatability. When we feel a personal connection, we’re naturally more inclined to trust and engage.

The Liking Principle is one of Dr. Robert Cialdini's Six Principles of Influence (check out his book Influence if you haven’t read it).

🤳 How Nala Uses The Liking Principle

This Black Friday ad from Nala demonstrates the Liking Principle beautifully.

Here’s how they do it:

• Humor and Relatability: Starting with “We’re really sh*t at maths” immediately grabs attention and creates a sense of relatability. Everyone loves a brand that doesn’t take itself too seriously.

• Transparency and Imperfection: By admitting their “mistake” of creating such a generous deal, Nala comes across as genuine and approachable (and a bit cheeky), which makes the brand more likable.

• Conversational Tone: The use of casual phrases like “low key stressed” and “coz” makes the ad feel like it’s coming from a friend, not a corporate entity.

• Scarcity Tied to Likeability: By framing the sale as “the last time we’ll run a sale like this,” they create urgency while still sounding fun and easy-going.

This is in complete contrasts to all the other brands out there creating super loud fear-based scarcity for Black Friday.

Nala approaches it in a friendly, funny, and personable tone of voice.

🧠 How You Can Use The Liking Principle

The key to the Liking Principle is to be…well, likeable.

Here’s how:

• Use Humor: Make your audience smile or laugh. Be witty or self-deprecating. Write light-hearted copy. Humor builds rapport and makes your brand more memorable.

• Be Transparent: Don’t be afraid to admit your mistakes or imperfections. It makes your brand more human and trustworthy.

• Speak Their Language: Use a conversational tone that mirrors how your audience speaks. Avoid jargon or overly polished language.

• Highlight Shared Values: If your target audience has shared value or a specific identity (e.g., runners, vegans, environmentalist, etc.), show that your brand aligns with their values.

By leveraging the Liking Principle, you can turn potential customers into loyal fans who genuinely enjoy engaging with your brand.