Consumers have unfortunately become more cynical about the motives of brands that consistently try to position themselves as providing life transforming benefits that are then revealed to be self-serving and inflexible.
As a result, consumers – especially Generation G – are turning to brands which have endeavored to cultivate a more human side*, whether it is through their packaging, their personality or the way they service their customers.
Mrs Meyers is a brand with a very strong human side. Not only does the packaging have tons of personality that speaks to warmth, authenticity and simplicity but Mrs. Meyers herself is very real and down to earth. She talks on the Mrs Meyers website of having a home that looks ‘lived in’ rather than perfect.
Southwest has cultivated a human side in a very different manner. When traveling with the airline you know that you will be entertained as well as informed, ensuring that you have a chance to relax and smile as well as arrive safely at your chosen destination.
Panera bread has chosen to humanize itself by allowing people who are self-employed to work in their restaurants for hours on end, without switching off their access to wifi or turfing them out when they have finished their coffee and bagels.
We have all experienced the difference between a human and a non human brand in a category, e.g. a retailer that consistently and genuinely seems interested in you when you walk in the door vs. one that seems to just be going through the motions.
TELOCITY THOUGHT: The opportunity to humanize your brand and therefore make deeper and more genuine connections with consumers, can lead to significant brand growth. Defining your brand’s DNA goes beyond articulating its functional performace to defining its purpose and personality; thereby humanizing it and strengthening its relationship with its audence.