Humanizing your brand online is crucial in today’s digital landscape where consumers crave authenticity, connection, and relatability. When a brand feels more like a person rather than a faceless entity, it becomes easier for customers to trust, engage, and form long-term relationships. Humanizing your brand involves showing the human side of your company, being transparent, and creating experiences that resonate on a personal level with your audience. Here are some effective strategies to humanize your brand online:
1. Show the People Behind the Brand
Consumers want to connect with the individuals behind the company, not just the brand itself. Putting a face to your company creates a sense of authenticity and relatability.
How to do this:
- Introduce your team: Share behind-the-scenes photos, videos, or stories of your team. Introduce the people who make your brand work and their roles in the company.
- Show company culture: Post about company events, team-building activities, or celebrations to showcase the human side of your business. This helps humanize the company and builds empathy with your audience.
Example: Zappos is a great example of a company that highlights its customer service team. The company shares personal stories about its employees, making it feel like you’re talking to a real person, not just a brand.
2. Tell Authentic Stories
Storytelling is one of the most powerful ways to humanize your brand. By sharing real stories—whether it’s about how your company started, a customer success story, or an employee’s journey—you can create emotional connections with your audience.
How to do this:
- Share brand origins: Tell the story of how your brand was founded, the challenges you’ve faced, and the values that drive your business.
- Highlight customer stories: Share testimonials, case studies, or user-generated content that features your customers’ experiences with your brand.
Example: Toms Shoes built a huge following by sharing the story behind their “One for One” mission, where they donate a pair of shoes for every pair purchased. This story resonated with customers who wanted to make a difference while shopping.
3. Engage in Two-Way Communication
Don’t just push content to your audience; engage with them and respond to their questions, comments, and feedback. A brand that listens is seen as more human and approachable.
How to do this:
- Respond to comments and messages: Whether it’s on social media or customer service inquiries, respond promptly and personally. Address your customers by name and make your responses feel less automated.
- Host live interactions: Use live streams, Q&A sessions, or interactive content to engage with your audience in real-time. This creates a dynamic connection and shows you’re there for them.
Example: Glossier, the beauty brand, is known for interacting with its customers on social media. They respond to comments and share user-generated content, making customers feel heard and valued.
4. Use a Conversational Tone
One of the easiest ways to humanize your brand is by using a conversational tone in your copy. Instead of using overly corporate language, speak to your audience as if you’re having a one-on-one conversation.
How to do this:
- Be informal, but respectful: Use friendly, everyday language that feels approachable. Avoid jargon and overly formal tone, unless it’s relevant to your audience.
- Use humor and personality: Infuse your brand voice with humor, personality, and warmth to make your brand more relatable.
Example: Innocent Drinks, a UK-based company, is known for its lighthearted and friendly social media presence. Their tone is conversational and fun, which helps them connect with their audience on a personal level.
5. Be Transparent and Authentic
Transparency builds trust, and trust is key to creating a human connection. When your audience feels like they know what’s going on behind the scenes, they’ll feel more connected to your brand.
How to do this:
- Admit mistakes: If something goes wrong (e.g., a delayed product shipment or a customer service issue), be transparent about it and show how you’re fixing the problem. Honesty goes a long way in building rapport.
- Share your values and purpose: Let your audience know what your company stands for. Share your core values, social responsibility initiatives, and long-term goals.
Example: Patagonia is a brand known for its commitment to environmental sustainability and ethical practices. They’ve been transparent about their operations and have even taken bold stances on political issues that align with their core values.
6. Create Personal Experiences for Your Audience
Humanizing your brand means offering personal experiences that cater to your customers’ individual needs. Tailored content and personalized service go a long way in building a connection.
How to do this:
- Personalized email marketing: Use customer data to send personalized recommendations, birthday offers, or content tailored to your audience’s preferences.
- Segment your audience: Cater to different groups of people by offering content that speaks directly to their interests or concerns.
Example: Spotify’s personalized playlists like “Discover Weekly” and “Your Wrapped” show how a brand can use data to create individualized experiences that feel personal and thoughtful.
7. Show Empathy and Understanding
Empathy is a powerful way to humanize your brand. When you show understanding and care for your customers, they’ll appreciate it and feel more connected to your brand.
How to do this:
- Address customer pain points: Show your audience that you understand their struggles and offer solutions that can help.
- Support social causes: Show empathy through actions by supporting causes that align with your audience’s values. Whether it’s donating to charity or promoting sustainability, aligning with social causes can deepen the connection with your audience.
Example: Ben & Jerry’s has long been a vocal advocate for social justice issues, using its platform to raise awareness about topics like climate change and racial inequality. This shows that they care about the world beyond just making ice cream.
8. Leverage User-Generated Content (UGC)
User-generated content is a great way to humanize your brand by showing real people using and enjoying your products or services. It’s also a way to show appreciation for your customers, which makes them feel valued.
How to do this:
- Encourage customers to share content: Run campaigns where customers can submit photos, videos, or reviews featuring your products. Reward them for their participation with shout-outs, discounts, or even the chance to be featured on your channels.
- Repost UGC: Share UGC on your website and social media to show appreciation for your customers and to create a more authentic, relatable brand image.
Example: Starbucks frequently reposts customer photos of their customized drinks on Instagram. This not only gives customers a sense of pride but also creates a more personal connection with the brand.
9. Humanize Your Social Media Presence
Social media is the ideal place to showcase the human side of your brand. It allows for direct interaction with customers and the opportunity to share personal, behind-the-scenes moments.
How to do this:
- Post behind-the-scenes content: Share candid moments from your office, your product development process, or team activities. Let your audience feel like they are part of your brand’s journey.
- Use stories to connect: Platforms like Instagram and Facebook Stories allow you to share real-time updates, polls, and interactive content. Use these tools to engage with your audience in an informal, relatable way.
Example: Airbnb uses social media to showcase real-life stories of hosts and guests, highlighting the human connections fostered through its platform. Their posts focus on the personal stories behind the experiences, not just the properties.
10. Be Consistent with Your Brand Personality
Humanizing your brand also means being consistent in how your brand communicates across all channels. Whether you’re engaging with customers on Twitter, responding to a comment on Facebook, or writing your website copy, consistency in tone and personality helps people connect with your brand on a deeper level.
How to do this:
- Maintain a consistent voice: Your brand’s personality should remain consistent across all your content, whether it’s written, video, or interactive. Define your tone (friendly, humorous, empathetic, etc.) and stick to it.
- Align with your values: Stay true to your brand’s mission, vision, and values. Let these elements shape how you communicate and interact with your audience.
Example: Mailchimp is known for its friendly, slightly quirky, and approachable brand personality. They maintain this tone consistently in their emails, advertisements, and customer interactions, making their brand feel personable and fun.