Humanizing brands is a key aspect in today’s business world, which must be borne in mind by entrepreneurs, managers and, above all, professionals from the world of marketing. Juan Andrés Corrales Jan 8, 20 | 9 min read how to humanize brands in a natural way Currently, most users do not feel comfortable interacting with robotic companies, characterized by bureaucracy and, in general, cold, distant and impersonal service. Instead, they prefer close, friendly, and transparent brands that truly care about their needs, problems, concerns, and goals. According to a Forrester study , in 2020 25% of companies could lose more than 1% of their annual revenue by not responding satisfactorily to the problems and social events with which their customers identify. Faced with this scenario, it is extremely important to understand in detail the importance of humanizing brands and the aspects that must be taken into account to achieve it, among other things. If you find an interesting topic, follow us! Why do users prefer humanized brands? The positioning of the humanization of a brand as a key to success has arisen, in large part, thanks to the Internet. The web world has represented great opportunities for brands, and at the same time empowered consumers . Now, users have a much more active role in the commercialization processes and with simple searches they can discover multiple options and alternatives to satisfy their needs or solve various problems. This has made that traditional aspects such as price and quality are no longer the main protagonists, but the commitment of brands and their concern for users, as well as their authority on issues relevant to society and associated with their segments of market. Taking this aspect into account, we can say that in general terms people prefer human brands because they perceive that they can help them meet their objectives through continuous support and personalized accompaniment.
In themselves, they value them as allies for daily life and not as mere commercial alternatives or products and services that they can do without at any time. In addition, there are certain peculiarities and characteristics of humanized brands that make users hook with them. What characteristics of a humanized brand captivate the public? Humanizing brands means acquiring different attributes associated with user satisfaction, retention, and sustainability . Among the main characteristics of the companies that undergo this transformation process are:Social responsability This is one of the fundamental characteristics of those brands that manage to humanize themselves and generate a true connection with their users. Social responsibility refers to the commitment that a company assumes before its workers, consumers and the environment in general. For example, socially responsible companies are concerned that their operations do not affect the environment and guarantee ideal working conditions for their employees. Precisely, these principles of sustainability and social responsibility are very well perceived by users today. In a consumer pulse survey conducted by Deloitte in giant markets such as the United States, Brazil, China and the United Kingdom, 80% of those surveyed said they would be willing to pay more if a company raises its prices to offer better wages and be more environmental . Accessibility One of the reasons why every user looks for a human brand is because it is much easier to interact with it and raise concerns, needs and even dislikes or complaints.
Humanizing brands means putting aside bureaucracy and inaccessibility , to migrate to continuous and effective service methods , which provide an active role to the consumer and give importance and weight to their opinions and impressions. In addition to this, brands with this feature respond satisfactorily to user requests, speeding up troubleshooting times and eliminating obstacles to making claims and requests. To comply with this premise, companies take advantage of the multiple digital interaction channels that exist today, such as instant messaging services and email . Natural and educational communication Another characteristic factor of a human brand is that it maintains constant communication with both its customers and the general public. In this way, it becomes an authority on a specific topic and transmits values such as closeness and transparency. Of course, when it comes to communicating, brands that want to humanize themselves should not opt for purely persuasive and invasive structures and methods , which are simply based on selling and increasing customers. Instead, they must opt for non-invasive and sustainable methodologies, which, although they generate business opportunities, are intended to inform, educate and add value to the market and customers.
Brand humanization: more than a sales strategy All these characteristics that are acquired when humanizing brands cannot be valued as part of a sales strategy , but as the heart of the organizational culture . To achieve solid relationships with users and build trust, it is necessary to put paradigms aside and adopt a new organizational and business culture that allows providing close and friendly services, in addition to adhering to transparency and sustainability. One of the key points is to understand that selling at all costs translates into negative results in the short and long term , which affect the profitability of a business and the positioning of its brand. That is why the true concern for users and the understanding and monitoring of their problems and needs should be promoted within the company. 4 keys to humanize brands This process can be valued as a comprehensive Branding project , which demands different actions and points of attention. Although it is important that this principle is part of the organizational culture and, in a certain way, is completed in an organic and natural way. That is not to say that owners , managers and marketers should take a passive role and simply wait for this to happen. In fact, there are different aspects and key actions that have to be produced to humanize brands, such as:Have your own style Humanizing brands means giving them a personality that identifies them and, above all, differentiates them from any other .
For this reason, one of the fundamental steps to achieve this transformation is the definition of your own style. Among other things, this entails establishing a tone of voice, as well as different topics to be addressed. Also, within the style of a brand its visual elements and corporate identity in general come into play . Thus, brands become unique and recognizable, which makes it possible for them to position themselves in the public mind and truly be valued as a “person” who can be turned to for information and help in different situations. Show (occasionally) the funny side Laughter is a universal language, which allows the generation of social ties and relationships. Furthermore, it is a human characteristic. Taking this into account, there is no doubt that every brand that wants to become more human has to show its funny side . Of course, without being vulgar or offensive with a certain social group. The world of social networks and the Internet offers many opportunities to be funny, like sharing a simple “meme”, for example. It is not necessary to have a team of comedians to explore the funny side of a brand, but to be creative, keep abreast of events and media situations and, above all, know very well the market segment in which it is positioned. Apply non-intrusive Marketing strategies In addition to constantly communicating, brands must focus on not looking like large, medium, or small corporate conglomerates that want to sell at all costs. To humanize and build trust, they have to apply Marketing strategies that are not intrusive and are committed to sustainability, such as Inbound Marketing and Content Marketing .
These practices do not seek to generate immediate sales and results, as traditional advertising does , but to foster strong and deep relationships with users and help them meet their objectives and solve problems and needs. In turn, in the medium and long term, this generates sustainable business opportunities, characterized by high conversion rates and ease of retention and loyalty . In the case of Inbound Marketing and Content Marketing, they do not seek to generate false expectations or exaggerate the qualities of products or services to attract users. They simply help identify needs and problems and show how certain products or services can help solve them. Another important aspect, which contributes to humanization, is that they create personalized content, adapted to the characteristics of the buyer persona , as the semi-fictional representation of the ideal client is known. They also take into account the maturity stage of the user and the point at which he is within the sales funnel . On the other hand, these Digital Marketing strategies encourage interaction with the user and provide them with multiple windows and channels to express themselves.