These days, brands are doing everything they can to position products and services. This includes trying to appeal to customers at a human level.
A great example is brands’ efforts with trust marketing. Trust is necessary if we are to think of brands in human terms. And humanizing brands is more than marketing — it’s a necessity in a world where social media can sweep aside positioning and branding in a heartbeat.
After many years spent consulting with leaders at software technology companies to help them attract talent, I have come to believe brand humanization holds answers on how to move business forward. Brand humanization does this by emphasizing community and storytelling, which are powerful tools with which leaders can develop and nurture workplace culture. As a big believer in the power of personality and culture fit, which, as it turns out, is a first cousin of brand humanization, I’ve worked with companies as they try to align workplace culture and brand. This usually takes place when they’re trying to recruit top talent. The executive team gathers to concoct a brand statement to describe the culture of the company with the goal of making the company appealing to candidates. But this gets things exactly backwards.