Why humanize your brand in times of crisis?
Posted: Thu Jan 23, 2025 7:14 am
There were times in history when relationships between customers and companies became colder. But that is now a thing of the past! It has long been essential to humanize your brand to establish an open and meaningful channel with the end consumer, especially during this crisis, which has been demanding greater empathy from companies. But, do you apply this marketing strategy to your business?
How important is it to humanize your brand?
Companies that remain in a “robotic” profile on social media are becoming outdated, at least with their content, regardless of how interesting it may be. This is because users are no longer attracted to impersonal service and contact and are looking for closer and more interactive relationships. Awakening an emotional connection in rcs database target audience is achieving greater results, because users need to identify with the brand. Companies can no longer just sell products and/or services; they need to provide experiences. And this includes stimulating positive emotions in consumers. For example, a clothing company: in addition to being concerned with the quality of its material, it also needs to demonstrate concern for socially conscious production. In other words, with reducing pollution and providing decent working conditions for its employees.
How to humanize your brand?
Humanizing your brand is a process that requires a branding strategy , that is, image positioning. To do this, it is necessary to develop some marketing actions to establish the company's principles, as well as its organizational culture so that it is reflected to users.
This process must occur naturally and dynamically, so that consumers begin to identify with the brand. We have separated some important points in the humanization of the company:
Brand customization
As we said, users want to identify with the brand, and that means recognizing themselves in its style. But how would that work? In addition to the company’s values, consumers will evaluate how the company positions itself, its language and content on social media. For example, whether the brand is “fun” or more “elaborate”, but always humanized and approachable.
Non-invasive marketing
Humanizing a brand is a marketing action, but these moves should not be invasive, so as not to make the content “marketing” focused solely on sales. This humanization process requires creating a bond of trust, which can be achieved through inbound marketing . These practices do not aim for immediate results, as is the case with traditional advertising. The goal is to create a relationship of identification with the user and maintain a channel of communication and interaction with them. In the medium term, these actions build customer loyalty and facilitate conversions .
Introduce your team
Introducing company employees is a positive experience for the user, as it establishes trust and closeness. Many companies have used social media to show their followers a relaxed work environment, demonstrating personality.
Listen to your consumer
Every marketing strategy is aimed at reaching the end consumer. That said, it is essential for your brand to have an open communication channel with them, as this way users feel closer and more supported. Listening to the consumer means offering them a positive experience of connecting with the company.
Identification zones
Experts point out that a person makes around 30 thousand decisions per day, 95% of which are intuitive and emotional. With this in mind, Opinion Box, a company specializing in market research, developed a study in 2019 that evaluated 250 major brands from different segments. The objective of the research was to measure the emotional connection between consumers and companies through their experiences. The results were scored in the form of seals:
Lovers – score from 87.5 to 100. Range that demonstrates strong identification of users with brands;
Potential lovers – score from 75 to 87.4. Range of brands that are working on humanization and awakening connections with users;
Indifferent – score from 60 to 74.9. Range intended for brands that do not arouse any type of emotion in consumers;
Potential haters – score from 40 to 59.9. Alert zone for brands that may trigger negative emotions in users;
Haters – score from 0 to 39.9. Range of strong negative emotions in users towards the brand. The company's image is in crisis.
Brand humanization strategies are at Fizzing 360º
Strategies to humanize brands require a qualified marketing team, as they encompass several action plans to make the practice successful. And at Fizzing, you will find experienced and qualified professionals to assist you in this moment. Contact us!
How important is it to humanize your brand?
Companies that remain in a “robotic” profile on social media are becoming outdated, at least with their content, regardless of how interesting it may be. This is because users are no longer attracted to impersonal service and contact and are looking for closer and more interactive relationships. Awakening an emotional connection in rcs database target audience is achieving greater results, because users need to identify with the brand. Companies can no longer just sell products and/or services; they need to provide experiences. And this includes stimulating positive emotions in consumers. For example, a clothing company: in addition to being concerned with the quality of its material, it also needs to demonstrate concern for socially conscious production. In other words, with reducing pollution and providing decent working conditions for its employees.
How to humanize your brand?
Humanizing your brand is a process that requires a branding strategy , that is, image positioning. To do this, it is necessary to develop some marketing actions to establish the company's principles, as well as its organizational culture so that it is reflected to users.
This process must occur naturally and dynamically, so that consumers begin to identify with the brand. We have separated some important points in the humanization of the company:
Brand customization
As we said, users want to identify with the brand, and that means recognizing themselves in its style. But how would that work? In addition to the company’s values, consumers will evaluate how the company positions itself, its language and content on social media. For example, whether the brand is “fun” or more “elaborate”, but always humanized and approachable.
Non-invasive marketing
Humanizing a brand is a marketing action, but these moves should not be invasive, so as not to make the content “marketing” focused solely on sales. This humanization process requires creating a bond of trust, which can be achieved through inbound marketing . These practices do not aim for immediate results, as is the case with traditional advertising. The goal is to create a relationship of identification with the user and maintain a channel of communication and interaction with them. In the medium term, these actions build customer loyalty and facilitate conversions .
Introduce your team
Introducing company employees is a positive experience for the user, as it establishes trust and closeness. Many companies have used social media to show their followers a relaxed work environment, demonstrating personality.
Listen to your consumer
Every marketing strategy is aimed at reaching the end consumer. That said, it is essential for your brand to have an open communication channel with them, as this way users feel closer and more supported. Listening to the consumer means offering them a positive experience of connecting with the company.
Identification zones
Experts point out that a person makes around 30 thousand decisions per day, 95% of which are intuitive and emotional. With this in mind, Opinion Box, a company specializing in market research, developed a study in 2019 that evaluated 250 major brands from different segments. The objective of the research was to measure the emotional connection between consumers and companies through their experiences. The results were scored in the form of seals:
Lovers – score from 87.5 to 100. Range that demonstrates strong identification of users with brands;
Potential lovers – score from 75 to 87.4. Range of brands that are working on humanization and awakening connections with users;
Indifferent – score from 60 to 74.9. Range intended for brands that do not arouse any type of emotion in consumers;
Potential haters – score from 40 to 59.9. Alert zone for brands that may trigger negative emotions in users;
Haters – score from 0 to 39.9. Range of strong negative emotions in users towards the brand. The company's image is in crisis.
Brand humanization strategies are at Fizzing 360º
Strategies to humanize brands require a qualified marketing team, as they encompass several action plans to make the practice successful. And at Fizzing, you will find experienced and qualified professionals to assist you in this moment. Contact us!