See the best examples of how to humanize brands and use inspiration for your company – WAU
Humanizing brands is a fundamental aspect in today’s business world. Entrepreneurs, managers and, above all, Marketing professionals must master this subject. But do you know what the strategic benefit of a humanized brand is? Continue reading and understand more!
Currently, most users do not feel comfortable, interacting with robotic companies, characterized by bureaucracy and, in general, offering a cold and impersonal service.
On the contrary, they prefer close, friendly and transparent brands that really care about their needs, problems, concerns and goals.
All of this must be considered in brand management, since, according to a survey by Forrester, in 2020, 25% of companies could lose more than 1% of your annual revenue by not responding satisfactorily to social problems and events with which your customers identify.
Given this scenario, it is essential to understand in detail the importance of humanizing the brands and the aspects that must be considered to develop this characteristic.
And that’s what we’ll talk about in this post! Here, you’ll see:
Why do users prefer humanized brands?
The positioning of the humanization of a brand as a key to success arose, in large part, thanks to the Internet. The web world has represented great opportunities for brands and, at the same time, empowered consumers.
Now, users have a much more active role in the marketing processes and, with simple searches, they can discover multiple options and alternatives to satisfy their needs or solve different problems.
This made traditional aspects, such as price and quality, no longer the main protagonists, but the commitment of brands and their concern for users, as well as their authority on issues relevant to society and its market segment. .
Considering this aspect, we can say that, in general terms, people prefer human brands because they realize that they can help them achieve their goals through ongoing support and personalized follow-up.
Indeed, they are valued as allies for daily life, and not as simple commercial alternatives or products and services that they can do without at any time.
In addition, there are some peculiarities and characteristics of humanized brands that make users captivated by them.
What are the characteristics of a humanized brand that captivate the public?
Humanizing brands means acquire different attributes associated with user satisfaction, retention and sustainability.
Among the main characteristics of companies that experience this transformation process, we highlight the main ones.
This is one of the fundamental characteristics of brands that are able to humanize and generate a true connection with their users.
Social responsibility refers to a company’s commitment before its workers, consumers and the environment, in general.
For example, socially responsible companies are concerned that their operations do not affect the environment and guarantee ideal working conditions for their employees.
Precisely, these principles of sustainability and social responsibility are very well perceived by users today.
In a survey conducted by Deloitte in giant markets, such as the United States, China, the United Kingdom and London, 80% of respondents said they would be willing to pay more when a company raises its prices to offer better wages and be more sustainable.
One of the reasons that every user looks for a more humane brand is because it is much simpler to interact with it and present concerns, needs and even discontent and complaints.
Humanizing brands means let go of bureaucracy and inaccessibility to migrate to continuous and effective methods of care, which offer an active role to the consumer and give due importance to their opinions.
In addition, brands with this characteristic respond satisfactorily to users’ comments, speeding up the intervals between solving problems and eliminating obstacles to making complaints and requests.
To comply with this premise, companies take advantage of the existing multiple digital interaction channels, such as instant messaging services and email.
Natural and educational communication
Another characteristic factor of a human brand is constant communication, both with its customers and with the general public.
With this, the brand becomes an authority on a specific theme and transmits values, such as proximity and transparency.
However, when communicating, brands seeking to humanize should not choose persuasive and invasive structures and methods who simply want to sell and increase their customer base.
On the contrary, they must choose non-invasive and sustainable methodologies that, in addition to generating business opportunities, have the main objective of informing, educating and providing value to the market and customers.
How to adopt the humanization of brands in addition to a sales strategy?
All these characteristics that are acquired when humanizing brands cannot be valued only as part of a sales strategy, but, rather, as the heart of the organizational culture.
In order to achieve solid relationships with users and generate trust, it is necessary to set aside paradigms and adopt a new organizational and business culture, which allows for offering close and friendly services, in addition to adhering to transparency and sustainability.
One of the key points is to understand that selling at any cost translates into negative results in the short and long term, which affect the profitability of a business and the positioning of its brand.
It is for this reason that within the company, real concern for consumers, understanding and meeting their problems and needs must be promoted.
How to humanize brands?
The brand humanization process can be considered an integral Branding project, which requires different actions and points of attention.
Although it is important that this principle forms part of the organizational culture and, in a way, it completes itself in an organic and natural way, it does not mean that owners, managers and marketing specialists should have a passive role and simply expect it to happen.
In fact, there are different aspects and key actions that must be taken to humanize brands, like the ones we will see below.
1. Have your own style
Humanizing brands means giving them a personality that identifies them and, above all, differentiates them from any other.
For this reason, one of the fundamental steps to achieve this transformation is to define your own style.
Among other things, this leads to establishing a tone of voice, as well as different themes to be addressed.
Also, within the style of a brand, its visual elements and corporate identity in general come into play.
In this way, brands become unique and recognizable, a fact that allows them to position themselves in the public’s mind and that they are really valued as a “person” who can be used to obtain information and help in different situations.
2. Show (occasionally) the funny side
Laughter is a universal language that allows for the creation of bonds and social relationships. Furthermore, it is a human characteristic.
Given that, there is no doubt that every brand that seeks to humanize has to show its funny side. This, as long as it is not vulgar or offensive to a particular social group.
The Internet and the universe of social networks offer many possibilities for a spirited positioning, such as through the sharing of a “meme”.
It is not necessary to have a team of comedians to explore the funny side of a brand, but rather to explore creativity, update yourself with events and media situations and, above all, to know very well the market segment in which it is positioned.
3. Apply non-invasive Marketing strategies
In addition to communicating constantly, brands must focus on not looking like large, medium or small corporate conglomerates that seek to sell at any cost.
In order to humanize and generate trust, they have to apply non-invasive Marketing strategies and invest in the sustainability of actions, such as through Inbound Marketing and Content Marketing.
These practices do not seek to generate sales or immediate results, just like traditional advertising. The purpose is to foster strong and deep relationships with users and help them achieve their goals and solve problems and needs.
At the same time, in the medium and long term, this creates sustainable business opportunities, characterized by high conversion rates and ease of retention and loyalty.
In the case of Inbound Marketing and Content Marketing, the goal is not to generate false expectations. This is because it is necessary to describe products and services faithfully, without exaggeration, to convey a good experience.
Inbound and Content Marketing help to identify needs and problems, and show how certain products or services can help to solve them.
Another important aspect that contributes to humanization is the personalization of the contents created, which are adapted to the characteristics of the persona, as the semi-fictional representation of the ideal client is known.
It is also considered the stage of maturation of the user and the point where he is within the sales funnel.
On the other hand, these Digital Marketing strategies foster interaction with the user and offer multiple channels of expression.
4. Introduce the work team
Seeing a logo all the time is not a positive experience for the user and, in fact, can cause a little distrust.
Even in modern businesses, such as SaaS (Software as a Service), it is essential to show the work team to generate trust, approach and, in general, project a human image and not exclusively corporate.
Identifying each worker by their name and surname and showing at least a small photograph is the key to demonstrate that behind a company and its services, there are ordinary people who feel and suffer, just like the consumer.
A good example of this practice is MailChimp, the well-known email marketing company. He frequently posts videos of interviews with his employees and their interactions in the workplace on his YouTube channel.
What are the brands that have managed to humanize themselves to generate bonds and trust?
Throughout history, especially in recent decades, we have seen how different brands have managed to humanize themselves by being sincere, natural, creative and unique. Let’s look at some of them below.
This brand is the face of a giant corporation in the entertainment industry, with annual tickets that count in billions of dollars and still manage to show itself as human and close.
How did you do that? One of the keys was his sense of humor, especially with his extravagant comments and social media posts, especially on Twitter.
Yes, in some cases Netflix’s tweets have already bothered some people, but isn’t it human, by chance?
Among his most simple, spontaneous and human comments on the blue bird social network, are: “God created the seventh day to end the pending seasons” and “If you exchange a party for pizza and Netflix, it’s because he really loves you“.
This is one of the examples of humanization of brands that we can find, even before the height of the Internet.
For over 100 years, the brand of this popular drink has generated a real bond with users by evoking feelings and being original.
Throughout its history, Coca-Cola has tried to show that “life tastes good” instead of focusing solely on the attributes of the drink.
To humanize itself, FedEx had to realize that it does not transport simple packages, but small treasures from different people.
In its interactions and communications, the brand focuses on transmitting that it understands the meaning of users’ shipments and orders.
In addition, it generates trust through constant interaction on social networks and the creation of reward programs for the use of its services.
A prominent FedEx campaign was named “What’s inside?”
If you made it this far, you must have understood the importance of humanizing brands and, for that, you need to be authentic, transparent and non-invasive. This is essential to show the human side of a brand, generate trust and build solid relationships.
Do not forget that, as we mentioned, the humanization of the brand must be the heart of your organizational culture. Therefore, it should not be considered simply a sales attribute.
If the topic sparked your interest in managing and building successful brands, be sure to download our Branding e-book right now.