There’s no getting away from it, the world is getting smaller. The growth in smart technology means we are all connected, all of the time. In many cases by multiple devices.
It’s remarkable to think just how many different platforms, channels and devices brands need to be on in order to stay up-to-date with the market. Interestingly this number is only set to grow. This is forcing marketers to find new ways to connect and engage with their audiences on levels that resonate, spanning every current and future consumer touchpoint.
The fact is, unless you have a Dr Evil sized budget you are unlikely to be creating effective single channel campaigns for much longer. This is exactly why marketers are turning to human marketing. Connecting with your audience as a peer, rather than the prehistoric concept of a superior, allows you to build lasting connections that appeal to human emotions.
Here are our 11 characteristics of humanised brands:
#1 – they are inspirational
To be inspired is a wonderful thing. Inspiration drives you to believe in yourself, it challenges you to push yourself and fuels your ambitions.
We’re always searching for inspiration, sometimes we find it and sometimes it finds us. When we do identify the source, we revisit it. This is exactly why brands try to be sources of inspiration for their audience.
Inspirational brands can be described as many things… creative, unique, innovative… above all else they are human. Inspiration humanizes the brand.
#2 – they are personal
One of the most pleasing social interactions has to be the personal conversation. When people truly know and understand each other they can have more meaningful interactions. It’s exactly this scenario that human brands attempt to create.
Organisations use personalisation to tailor each individuals experience. This conveys to the user that the brand knows them, it understands their wants and needs. This personal connection engages with human emotions creating a strong bond between individual and brand.
Whilst there are many tools available to help uber personalise your website, they come with extreme risk. Personalisation done well is very powerful but done badly can be a huge turn off. Unless you have time to fully commit don’t bother! It takes a mammoth amount of planning, strategizing, implementation, optimization and development to excel with personalisation.
#3 – they are conversational
Warning! Rant coming…
Social media exists, it’s a thing that happened for better or worse. It’ a digital conversation, a free platform to engage at eye-level with brands, big ben, the pope… whatever. You name it, it’s all on twitter. The point is it’s a CONVERSATION so why the f*** are there so many organisations that setup “auto-tweet” tools and walk away? How many social accounts show constant posts but zero engagement? … LOADS!!
It’s the social media equivalent of shouting everything you know at a stranger’s face. Spewing point after point without pause for reaction or discussing. It’s the ramblings of a mad man and it’s a great way to dehumanize your brand.
Try using social media to listen, react and engage. Be part of the conversation, you’ll find your brand becomes far more human if you do.
#4 – they are empathetic
The ability to empathise is one of the greatest superpowers us humans have. To be so in tune with another individual’s emotions that you share their feelings is a very powerful thing.
It doesn’t take much to see how empathy can dramatically humanize brands. In understanding your audience and the problems they face, you can appreciate and empathise with their feelings and emotions. As a brand you can comfort your audience and show them they are not alone. This creates a very human connection which can wield great rewards.
#5 – they have personality
Your brand personality is what connects and engages you with your audience. It’s the true representation of who you are as a business. Allowing your audience to recognise you across multiple channels, your brand personality is your unique identity.
The best human brands have clearly defined almost innate personalities that their audience connect with.
#6 – they address/solve problems
Encountering problems and solving them is an everyday task for us humans Sometimes we don’t even know we are doing it, that’s a mark of how fancy we are.
The idea of a business addressing problems seems a little obvious. “Surely solving a problem is the reason a business exists?” … a fair comment. Yet all too often organisations go steaming into the features and benefits of their latest portable walrus cleaning kit they forget to tell the story of the initial problem. Walrus’ get dirty and the existing cleaning kits and just not suitable for field use.
When humans tackle problems they address the root cause. Perhaps it’s because we are lazy and can’t be bothered to fix the problem each time it happens so we’re going to do it right first time. Whatever it is, we look for the heart of the matter and address the issue there. In other words, in tracing the story we find solutions that last.
An organisation that tells the story of the root cause for their existence appeals on a human level because it allows us to identify and connect the problems we face with the reason they exist.
#7 – they make mistakes
No human or organisation is perfect, mistakes get made and will continue to do so and that’s ok. In many cases making mistakes can be a good thing, it’s how lessons are learned and developments are made.
Like humans, organisations need to show remorse for their mistakes but also that they have developed and improved from them. This often gains the audience support and respect as they continue to connect with the brand.
#8 – they are authentic
The last ten years have seen the trust placed in, and abused by large corporations brutally laid bare. The latest economic crisis is just one example of this. As consumers it has forever changed the way we interact with organisations. The faith placed in big brands was abused bringing into question their integrity and authenticity.
This feeling of mistrust is a very negative human emotion. One that leaves a sour taste and changes an individual’s ability to trust.
In 2016 it is almost impossible for an organisation of any kind to fake authenticity. Audiences simply do not buy it. The power now lies firmly with the consumer.
This does however leave the door wide open for the genuine brands. Those that do not compromise their integrity, tell the truth and stand up for what they believe in.
#9 – they are humorous
Did you know it’s impossible to laugh without smiling? Joy and happiness are just two things we get from humour, and they’re pretty powerful things. In fact, humour is a raw human emotion that’s been giving us pleasure for years, and it’s addictive. Due to the fact that we all want to be happy and feel joy, we are all addicts of humour.
If your brand connects with your audience on a humorous level, they are guaranteed to come back for more. Just like no one in the entire history of the world has ever gone to the pub for just one pint. It’s just not possible.
#10 – they listen and understand
Human brands listen just as much as they talk, if not more. They understand their analytics, listen to social channels and actively encourage audience opinions.
The ability to listen and understand each other is what helps us to connect and form relationships. When brands listen, understand and react to their audience they begin to create human connections.
#11 – they are self-assured
They say confidence is attractive, this is especially true in human brands. When it comes to helping your audience understand you, confidence is key.
In taking pride in what you do and showing confidence in your products/services you present your audience with two options. They can believe in you, accept that you are confident for a reason and choose to place their trust in you. Or, they can ask you to prove it and this is exactly the opportunity you should relish.
Being self-assured breeds confidence in your business and gives you the opportunity to prove yourself to your audience. As an open modern business your authenticity and integrity means you have nothing to hide so proving yourself isn’t going to be a problem.
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