The humanization of brands: the secret to connecting with consumers

01 July 2024 | Marketing

More than commercial transactions, brands today want to establish links with their consumers to be in direct contact with them. How can they achieve that emotional connection? Attributing human characteristics to it, such as a unique identity, a voice of its own and creating a community with its audience.

The Digital Age has closed many gaps in the daily lives of people in general and consumers in particular, now they have at hand a world of tools and knowledge that were unthinkable 20 years ago.

It is possible to compare two products in one minute, but the most important thing, what triggers the purchase decision, is not the contrast of characteristics, but how identified they feel with the brand. This is where humanization becomes relevant from the point of view of Digital Marketing.

What does it take for a brand to achieve its humanization?

The first thing is to define what type of identity is going to be built, always keeping in mind that it must be authentic, that is 100% shareable with the values of the brand; in addition to having an established purpose, to know clearly what the reason for their existence is and what they contribute to the world.

There are many methods to generate a brand identity, but a safe place to start is to know what makes it unique, what are the differentiators that distinguish it from the competition, and what audience it is aimed at. Once the above points were established, it was time to think...

How does the brand communicate, how does it express itself?

In this process of humanization, it is vital to develop the brand's own voice because this is how it makes its personality known and can interact with the public. Each Marketing team will decide whether it is preferable to use a very colloquial tone or a more serious one, whether to address others in a more formal way, depending on the identity that has been generated.

It is advisable, however, to promote transparent communication, which is perceived as sincere and close. The objective is to awaken the emotions of the public because this is how the link between the brand and its consumers is created, which is the key to getting them to respond to the calls.

I already have the attention of my audience, and now, what's next?

It is time to get the Public Relations team up and running to organize actions, dynamics, activations, workshops and exhibitions, as well as artistic, cultural or sporting events. Everything you need to build unforgettable experiences for the public, the more personalized and immersive, the better. The purpose is to consolidate that bond that began to form in the digital world so that the consumer feels as real as possible, completing the identification with the brand by generating authentic emotions.

The most robust loyalty is achieved when consumers are actively involved and feel part of the community created around the brand

The humanization of the brand allows us to build a relationship with the public based on the identification of personalities, lifestyles and, most importantly, values. When people find an accomplice with whom they can have experiences and discover that they also share the same vision of the world, it is the beginning of a great friendship!

Without a doubt, brands need to maintain and strengthen their ethical stance from which to carry out concrete actions that demonstrate their level of commitment to the well-being of society. The Digital Age allows us to go beyond mere commercial exchanges, which is why consumers have become more demanding and demand that brands have a firm social responsibility.

It is everyone's task to contribute to be better, each one from their area of influence. And there is no brand more humanized than the one that makes the public its ally to make the world a more prosperous, healthier, more sensitive place with greater equal opportunities, where everyone feels included.