What does it mean for a brand to be human?
Put simply, it’s remembering that your company is comprised of people and that you are in business to help other people.
Think in terms of a friendship and treat customers as equals. When consumers know their voice is important to you, your message starts to become a part of their language.
“The benefits are that people want you around. They want you to succeed, and there is a reason to belong in their lives beyond the product or service that you’re providing them,” says Liana Dinghile, Group Strategy Director EMEA at Siegel+Gale.
In the modern world, technology allows people to buy in a new way. They don’t have to go into the bank to get money, or into a store to get clothes – but they still go because they appreciate a human connection.
Dinghile explains in a short video, that it is crucial to establish this connection in order to keep traffic coming through your doors.
Below are her 3 ways to be more human:
- Establish a clear sense of purpose
What role do you play in the consumers’ lives? When you have a clear sense of who/what you are in business for, your brand will naturally be more authentic, too.
- Build an experience
Communicate as peers, not as a brand, and focus on delivering something of obvious value. You can allow your identity to go beyond the transaction by simply asking consumers how you can do more.
- Create engagement
“Create a new conversation, talk to people in a language they understand, motivate them, connect on a different level and also bring those people together as voices for the cause,” says Dinghile.