A human brand is a business whose purpose , operation, products, services, and customer experience feel not corporate but human, creating emotions and connections in its consumers that result in loyalty that is otherwise difficult to achieve. A human brand is not a cold entity. It feels personal, it cares about its users and generates relationships of trust with them, engages in marketing ; And although it is obvious that the result of their operations generates economic benefits, Tunisia Phone Number List they also respect and care for society and the environment. In other words…profits are the consequence and not the end of your operations. Being a human brand is NOT something that a company can acquire through money or campaigns; demands a high dose of inspirational marketing , not only in its products, services and communication channels , but even in its endomarketing . Starbucks and Virgin are good examples of this type of business. Brands that awaken the desire to work on them. Brands that encourage you to buy what they produce. Brands that generate loyalty beyond the rational. Why can so few brands achieve this? Because the vast majority, even if they say otherwise, are still focused on benefits and not people. They are not customer centric , and …respect can be bought, but love must be earned.
There is no specific recipe to be a human brand , but some actions in the way of communicating can bring yours closer to it, since it does not depend on size, but on the philosophy and actions to put it into practice. 5 ways to communicate to make your brand more human Identify with the forgotten No, we are not talking about economic issues, although there are brands that do their job very well focusing on the base of the pyramid . We are generally talking about brands that have understood that serving neglected segments and generating links with them that no one had bothered to build can be a great business decision. Have you heard of Dollar Shave Club (DSC)? It’s a California-based company that offers razors and other personal care products to customers by mail. You read that right! By mail! In other words, they send you your razor blades at home … because you are subscribed to them. DSC found a segment that was being ignored – men who only wanted an effective and inexpensive razor and who felt left out by the high-tech and expensive-looking messages increasingly used by big brands (it’s ominous how much they can cost today some rakes and their spare parts; and it is not that one cannot afford them but that they are perceived as an abuse, since the value does not justify the price). Dollar Shave Club started offering subscriptions to send you rakes starting at $ 1 a month; today you have more options; However, the important thing is NOT the economic solution since in the US there are even “all for a dollar” stores and they sell rakes; What is relevant is that it served a niche that brands had ignored, and it did so by communicating as a person .
In fact, it was its founder who spoke in a video that immediately went viral and brought down the company’s servers with the traffic load. By speaking the language of this segment and understanding them as a friend would, they became huge players in a market that seemed impenetrable. Tunisia Phone List Not all companies are trying to enter or are able to position themselves in a startup like that. But what you can do is find the market that your competitors are ignoring – if each of your main competitors seems to be speaking to the same people and using the same language, try to find the audiences that have been left out and speak to them as human. -You need your own voice Every successful company has to differentiate itself from its competitors. That means knowing everything about how they are perceived. As long as you know exactly who your audience is, and why they would be interested in your products or services, you can produce communication that speaks honestly to them and inspires them . What tool do you need here? You must develop your Buyer Persona and focus at the beginning only on one; It is logical that you can have several, but the initial effort should always focus on one. Trying to produce content, products, services and attention for more than one is illogical at an early stage.