5 Ways to Humanise Your Brand

As a business, it has become increasingly difficult to stand out from the crowd. With products and services offering similar if not the same features, functions, and benefits you need to find new ways to promote your business and genuinely connect and build trust with your customers. 

So, how do you do this? Well, one powerful way is to humanise your brand. But what does that actually mean or is it just some marketing mumbo jumbo? 

Well, humanising your brand is about bringing your brand’s personality and values into your marketing. It’s about showing empathy and making genuine connections with your customers that will build long-lasting relationships and foster trust. 

In this blog, I’m going to look at five practical ways that you can humanise your brand to benefit and grow your business. 

(1) Storytelling

Who doesn’t love a great story? We have loved hearing and reading stories all our lives; the best stories are the true stories that we can connect with on a personal and emotional level. 

So, make sure you share authentic stories. Share real stories about your brand’s journey - why you went into business, what you hoped to achieve, the good times, the tough times, and how you wanted your product or service to make a positive difference in the world.

Share real stories about your brilliant employees and inspiring customers. Authenticity resonates with people, and storytelling is a very powerful way to humanise your brand. You can do this through blog posts, social media, videos, customer testimonials, and case studies. 

(2) Converse with customers

I was at HubSpot’s annual conference Inbound last summer and I remember Yamini Rangan, HubSpot CEO saying - “Customers don’t want to convert on your website they want to converse on your website”. So, you need to engage in conversations on your website actively. One way of easily and quickly doing this is to insert a chat function if you don’t already have one. 

Furthermore, you should actively engage with your audience on social media platforms and other communication channels. Respond to comments, messages, and reviews. Show your audience that there are real people behind your brand and allow them to let your personality shine through.

(3) Introduce your team

Introduce your talented team members to your customers. Publicise their success stories, incredible talents, and special expertise. Use photos or videos to showcase behind-the-scenes glimpses of their work environment. This will help to humanise your brand as your customers can now put a face to the name and build better relationships and trust. 

Feature your employee spotlights on your website or social media, celebrating their amazing achievements, work anniversaries, or personal milestones. Not only does this make your brand more human it reinforces a positive company culture and your brand values.

(4) Use personalised visuals

Introduce human-centric visuals in your branding, such as photographs and videos of your team, your workplace, team bonding, social events, and employees at business events.  

Make sure you also share photographs and videos of your satisfied customers. If possible, showcase real customers using your products or services. This not only humanises your brand but also builds a sense of community around it. Avoid relying solely on stock photography as they don’t promote your personality. 

(5) Show empathy and social responsibility

Your customers want to know what’s behind your brand. They want to know about your values and the causes you support. You can show that your brand cares about social issues and is aware of the challenges faced by your audience. Show empathy in your communications and demonstrate a commitment to making a positive impact on their lives and the world in general.

Support social or environmental causes that align with your brand values. Tell them how you got involved whether it's through sponsorship, charitable donations, sustainable practices, or community initiatives. This demonstrates that your brand is more than just a business; it's a socially responsible entity with a heart.

Summary

By humanising your brand, you create a connection between your audience and the people behind your products or services. By being authentic, engaging, and socially conscious, you can build a brand that people relate to on a personal level. 

Customers will be more likely to trust and relate to you in a way that feels genuine and authentic. When customers feel a sense of trust, they are much more likely to buy from you. People often make purchasing decisions based on emotion rather than logic. By humanising your brand, you tap into the power of emotions. 

When customers feel emotionally connected, they become more invested in your brand and are more likely to remain loyal customers and tell people about your brand.

Ultimately humanising your brand provides a unique opportunity to differentiate yourself from others. You can create a memorable experience that sets you apart from your competitors and this is why you need to embrace it.