- October 7, 2022
- 12 minute read
People have taken a much more active role, they no longer want to feel like numbers, and aspects like price and quality are no longer the most important factors. Above all, they look to brands for the values with which they identify – commitment, personality, authority, and communication. They observe the human aspects of the brand, thus creating the feeling of recognition between brand and customer, resulting in a lasting relationship.
And why is brand humanization so important? It makes the customer feel close and creates a relationship with the brand, thus bringing greater trust and loyalty, facilitating conversions and new business.
Netflix: They are always on top of events and are not afraid to show their opinion, managing to convey their publicity in a way that we identify with, with memes, social causes, dramas, etc.
The humanization of the brand must be part of the branding process, considering the following aspects:
Control: Control does its organic communication in a very fun way, where everyone can identify with the situations that are presented to us.
Coca-Cola: Their advertising is always linked to our emotional side, trying to convey an idea of happiness.
How should I work this? Everything must be thought out in a personalized way and based on your audience: define topics about what you want to communicate organically, such as the way you will communicate. It is important that the concepts, topics, and tone of voice are well structured and solid.
No. We should also benefit from online ads, such as Social Media and Google Ads, as they are crucial and complementary parts of an integrated and effective Digital Marketing Strategy. However, the entire strategy must be well planned so that communication is not invasive and consequently ignored.
CRM – HubSpot for Inbound marketing, sales, and customer support;
Chatbot – Intercom, a messaging platform that allows you to communicate with users in an integrated way on your website.
Its functions include emails; posts; chat with automated responses; user experience surveys; creation of dedicated landing pages; A/B testing and reporting.
These platforms enable the creation of complex workflows to optimize the user’s journey, from the awareness stage to loyalty, inside and outside the website. Its personalized features at the various points of contact with the user become a competitive advantage, humanizing your brand when used strategically.
The combination of all the topics above will be part of your customer experience. This term is used, since customers are not only looking for good service, but also for a qualified consumption experience. In this way, the search to make it better must always be constant.
Spotify: Constant alerts for the most important dates, makes playlists based on what we’ve been listening to lately and every year, makes an increasingly personalized retrospective playlist, according to the profile of each user.
The humanization of the brand is a continuous job that requires a lot of dedication, planning and, above all, coherence. We believe it is one of the factors that can contribute most to a brand’s success.
Want to make your brand more human? We want to help you in this process. Contact us today!
