Make Your Brand Feel Human, Not Corporate: The Power of Authenticity
In today’s digital age, brands are fighting for attention in a crowded marketplace. With the rise of social media and online advertising, it’s easier than ever to reach a vast audience. However, with the abundance of marketing messages comes a growing skepticism among consumers. They’re no longer interested in being sold to; instead, they crave authenticity and connection with the brands they interact with.
A key strategy to stand out from the competition and forge meaningful relationships with customers is to humanize your brand. By stripping away the corporate jargon and artificial tone, you can create a more relatable, approachable, and memorable brand that resonates with people on a deeper level.
The Problem with Corporate Brands
Corporate brands often come across as impersonal, detached, and focused solely on profit. This can lead to feelings of mistrust and disconnection among consumers, who are increasingly aware that behind every brand is a genuine human being with thoughts, feelings, and experiences.
The corporate persona is often characterized by:
- Overly polished language and imagery
- A focus on benefits rather than values
- A lack of transparency and vulnerability
- A reliance on jargon and buzzwords
- A sense of detachment and emotional disconnection
These traits can make a brand feel like a soulless entity, devoid of humanity and warmth. In contrast, humans crave connection, empathy, and understanding in their interactions with brands.
Why Authenticity Matters
Authenticity is key to building trust and credibility with customers. When a brand is transparent, vulnerable, and genuine, it signals to the consumer that they’re not just a sales target, but a valued member of the community.
Authenticity fosters:
- Trust: When consumers feel like they’re interacting with a real person, rather than a faceless corporation, they’re more likely to trust the brand.
- Credibility: Authenticity lends credibility to a brand, making it more believable and relatable.
- Loyal customers: When consumers feel a connection with a brand, they’re more likely to become loyal advocates, recommending the brand to others and returning for repeat business.
How to Make Your Brand Feel Human
Creating a human brand requires a willingness to strip away the corporate facade and be more vulnerable, transparent, and authentic. Here are some strategies to help you get started:
- Use Real Language: Ditch the jargon and corporate speak for everyday, relatable language. Instead of using buzzwords like "synergy" and " paradigm-shifting," opt for simple, clear language that communicates your brand’s message.
Example: Instead of saying, "Our team is passionate about delivering exceptional customer experiences through innovative technology," say, "We love helping people find solutions to their problems."
- Show Vulnerability: Share behind-the-scenes stories, highlight your imperfections, and acknowledge your mistakes. This helps create a sense of empathy and understanding among your audience.
Example: Instead of posting a perfectly Photoshopped image of your workspace, share a candid photo of your team’s messy office, highlighting the chaos and creativity of the space.
- Highlight Your Values: Share the stories, philosophies, and values that drive your brand’s mission and actions. This helps connect with customers on a deeper level and creates a sense of shared purpose.
Example: Instead of simply listing your brand’s "core values," share a story about why these values are important to your team and how they impact your daily work.
- Use Visual Storytelling: Share images, videos, and animations that tell a story, rather than simply showcasing your products or services. This creates an emotional connection with your audience and helps them remember your brand.
Example: Create a video that showcases the people behind your brand, highlighting their experiences, passions, and motivations.
- Be Transparent: Share your brand’s history, successes, and failures. Highlight your mistakes, learned lessons, and how you’ve grown as a result. This fosters trust and credibility among your audience.
Example: Share a blog post about how your brand handled a product recall, highlighting the steps you took to respond, learn from the experience, and grow as a result.
- Emphasize Empathy: Highlight your brand’s empathy and compassion for customers, colleagues, and the community. This helps create a sense of emotional connection and understanding among your audience.
Example: Share a story about how your brand supported a customer in crisis, highlighting the steps you took to provide care and assistance.
- Make a Human Connection: Create opportunities for customers to connect with your brand on a personal level. Host events, contests, or social media challenges that foster connection and community.
Example: Host a "Day of Giving" event, where your team volunteers their time to support a local charity, and encourages customers to join in and make a difference.
- Use Real People, Not Actors: Use real customers, employees, and partners to showcase your brand’s story, rather than hiring actors or models. This creates a sense of authenticity and makes your brand feel more relatable.
Example: Create a video featuring real customers sharing their experiences with your brand, highlighting how it has impacted their lives.
- Celebrate Milestones: Share achievements, anniversaries, and milestones with your audience, highlighting the people and stories behind them.
Example: Share a photo of your team’s favorite "pivotal moment" in your brand’s history, highlighting the challenges, triumphs, and lessons learned.
- Consistency is Key: Ensure that your brand’s tone, language, and imagery are consistent across all channels, including social media, advertising, and customer service. This helps create a cohesive brand identity and fosters trust with your audience.
The Benefits of a Human Brand
Creating a human brand offers numerous benefits, including:
- Increased brand loyalty and advocacy
- Improved trust and credibility
- Stronger emotional connections with customers
- Enhanced reputation and social responsibility
- Better engagement and conversion rates
- Unique marketing opportunities that stand out from the competition
The Challenges and Risks of a Human Brand
While a human brand offers numerous benefits, it also comes with some challenges and risks, including:
- Vulnerability to criticism and negativity
- Difficulty in balancing brand consistency with individuality
- The risk of miscommunication or misinformation
- The challenge of maintaining a consistent tone and language across all channels
Conclusion
In a world where brands are increasingly seen as soulless entities, creating a human brand is more vital than ever. By stripping away the corporate facade and embracing authenticity, you can create a more relatable, memorable, and connected brand that resonates with people on a deeper level.
Remember, a human brand is not about creating a fake persona or pretending to be someone you’re not. It’s about being genuine, vulnerable, and authentic, while sharing your brand’s values, story, and mission with the world.
Takeaway Action Steps
- Assess your brand’s current tone and language: Reflect on how your brand communicates with customers, employees, and stakeholders. Does it feel corporate and detached, or authentic and human?
- Identify areas for improvement: Highlight where you can make changes, from simplifying language to sharing behind-the-scenes stories.
- Develop a brand authenticity strategy: Plan how you’ll incorporate more authenticity into your marketing efforts, including content, social media, and customer service.
- Start small: Begin with one initiative or action step, such as hosting an employee takeover on social media or sharing a personal story about your brand’s history.
- Monitor and adjust: Continuously evaluate your progress, making adjustments as needed to ensure your brand stays authentic and connected to its audience.
By taking the first step towards creating a human brand, you’ll be one step closer to building a loyal community of customers who truly care about what you do.
