How to Humanize Your Brand
If my mom had agreed to give my older sister her way, you would all be interacting with Lambchop Berg right now.
Yes, you read that correctly.
When I was born, my mom asked my then 3.5-year-old sister, Ann, if she had any ideas for names. My big sis was a total Lambchop junkie at the time, so it’s hardly surprising she insisted I be named after her favorite sock puppet.
After much consideration, my mom delicately informed Ann that Lambchop wasn’t a good choice for a human. My sister was displeased with being overruled by the parental management department, so she did what most toddlers do when they’re told no – she threw an epic tantrum.
That’s when my mom broke out her negotiation skills (the ones she used to dissuade my sister from making omelets with eggs on the floor instead of in a bowl). She convinced her in short order that the best way to honor her sock puppet idol was to name me after its handler, Shari Lewis.
After a few sniffles, my sister agreed. And that, dear readers, is my origin story.
Sometimes I wish my mom had listened to Ann considering my original pursuit as a journalist. After all, Lambchop Berg is the kind of name that gets you on the air at NPR. But at least I’m left with an awesome story to tell about my name when I correct people for misspelling – or mispronouncing – it.
So, what’s my point in telling you this?
People connect with other people, not nameless, faceless corporations. They want to know who you are and how you got there before they trust you.
It may not be as humorous as mine, but everyone has a story. The key is to find it and then turn it into content that connects with your ideal customers.
Here’s how.
What is brand humanization and why is it important?
Brand humanization infuses a brand with human-like qualities, emotions, and values that resonate with the target audience, creating a more relatable and authentic brand personality.
Sharing that my sister wanted to name me Lambchop is a strategy that goes beyond traditional marketing techniques to help my personality shine through. Did learning this fun fact about me profoundly change your life? Unlikely. But it probably gave you a giggle and made you feel special now that I’ve shared this secret.
After all, isn’t that what all good marketing does?
Sharing stories, values, and experiences of the people behind the brand creates emotional bonds with customers and gives us a shared sense of purpose. That connection builds trust, which in turn encourages more engagement.
Beyond developing meaningful connections, a unique brand personality helps companies stand out in crowded markets.
Storytelling as a humanizing tool
Storytelling is a fundamental aspect of human communication, deeply ingrained in our cultural and psychological makeup. When applied to brand marketing, it becomes a powerful tool for humanization, creating lasting connections between companies and consumers. Even before written speech existed, our ancestors found ways to tell stories.
For thousands of years, narratives played a central role in how humans shared knowledge, values, and experiences. Our brains are wired to process and remember information presented in story form more effectively than raw data or facts. Stories engage multiple brain areas, including those responsible for sensory processing, emotions, and memory formation, making them particularly impactful and memorable.
How storytelling makes brands more relatable and memorable
Think about how you felt the last time you watched a movie or television program containing a strong storyline. Even though the movie is 38 years old, I can still recite word for word the lines Mandy Patinkin’s character in “The Princess Bride” delivered while practicing how he would introduce himself to the man who murdered his father should they ever cross paths.
After hearing him practice it – and knowing the story behind it – the audience can’t help but root for him when he finally gets the chance to deliver it.
That’s because the storytellers knew how to humanize this character using:
Emotional resonance. Patinkin’s character was just a boy when his father was killed. The audience imagines what it would be like to be in his shoes, which evokes a strong emotional connection.
Contextual understanding. He’s made it his mission in life to find the killer and avenge his father. Everything he does throughout the movie drives him toward achieving that goal.
Memorability. While meant as comic relief, the fact that his character practices this introduction numerous times throughout the movie is one of the reasons I can still recite it flawlessly all these years later.
Trust-building. The story is authentic and makes viewers trust that Patinkin’s character is a man of his word who will do exactly what he says.
Brands can use these same storytelling techniques to humanize their brands by building trust, evoking strong emotions, and differentiating themselves from competitors.
Examples of successful brand storytelling campaigns
One of the most humanizing brand initiatives I can recall in recent years is the long-running Dove “Real Beauty” campaign, originally launched in 2004. It features real women with diverse body types, ages, and ethnicities. Dove challenged traditional beauty standards and created a more relatable brand image, which resonated with their target audience.
The campaign tapped into women’s insecurities about their bodies and desire for self-acceptance, creating a strong emotional connection. Seeing other real women who used Dove products sharing their experiences established it as a brand that championed self-esteem and body positivity – values many consumers hold dear.
Dove initiated and maintained a global conversation about beauty standards, promising to never use technology to change the appearance of any of its product models, adding to its authenticity and transparency.
What’s the role of origin stories in humanizing a brand?
Origin stories are pivotal in creating a narrative foundation that resonates with your ideal customers. These stories go beyond mere corporate history. They encapsulate the essence of a brand's journey, values, and purpose. Let's delve into the significance of origin stories and how they contribute to building strong, emotional connections with customers.
When done well, these stories communicate the principles and beliefs that guide a company. Create a compelling enough origin story, and it can become part of your enduring legacy.
Tips for crafting a compelling origin story
I can’t stress this enough. Don’t make stuff up to sound interesting. Businesses must stick to the truth, even if it’s not exciting or perfect. Authenticity is the key to building trust. And there’s always a way to take the most mundane information and make it compelling without embellishing the truth. That’s what a good storyteller does.
Beyond staying honest, here are some other tips to help you out:
Focus on the why. Emphasize the purpose and passion behind your brand’s creation, not just the when and how. Why you started your business reveals your mission, vision, and values. It’s what makes every story compelling.
Highlight challenges. Don’t shy away from sharing the obstacles you’ve overcome. They make you more relatable and inspiring. I frequently share insights about my failures on my LinkedIn profile because I’m a firm believer in sharing the wins and the losses with the people who support me.
Connect the dots. Don’t tell, show. Connect your origin story to your current mission using vivid details that bring your story to life and make it memorable.
Make it visually engaging. Consider using images, videos, or other infographics to draw people in and complement your written narrative.
Tailor for different platforms. Adapt your story for various mediums – website, social media, packaging – while maintaining consistency in the core elements.
Remember, your origin story is not just about where you've been. It’s about where you're going and why customers should be part of that journey.
How do you include humanization in your content marketing strategy?
Humanizing your brand through content marketing is a strategic approach that requires thoughtful planning and consistent execution across various platforms. This process involves creating and distributing content that reflects human qualities, emotions, and experiences, making your brand more relatable and engaging to your target audience.
You can build stronger connections with your ideal customers, enhance brand loyalty, and ultimately drive business growth if you commit to using humanization techniques in your content marketing efforts.
Channels and formats for sharing humanized content include:
Social media. With over 100 social media platforms available today, businesses can find a few that suit their storytelling preferences and use them to humanize their brands. Use these platforms to share behind-the-scenes content, employee spotlights, and customer stories. Engage in real-time conversations with followers, responding promptly to comments and messages.
Blog posts. Create long-form content that dives deep into your company’s values and mission, plus the people behind the scenes making it all happen. Personal anecdotes, case studies, and success stories highlight the human impact of your brand. Use a conversational tone and include author bios to give a face to your content.
Videos. Produce vlogs, interviews, or documentary-style content featuring employees, customers, or brand ambassadors. Don’t be afraid to have a little fun with these videos to make your content more relatable.
Podcasts. Use audio content from a branded podcast to discuss industry trends, share insider knowledge, and feature conversations with team members and thought leaders your ideal customers will find valuable.
Balancing professionalism with relatability
Humanizing your brand doesn’t mean throwing all caution into the wind. You must know your ideal customers well before deciding where the line between professionalism and relatability lies. You want to tailor your content to balance professional expertise and relatable experiences without offending your followers.
Here’s where audience research comes in handy. It helps you determine your customers’ pain points, preferences, and communication styles so you can speak to them in their “love language.”
Humor is a great humanizing element. However, be mindful of cultural sensitivities and avoid controversial topics. You want your brand to feel approachable, not judgmental.
Transparency is your saving grace if you do goof up. Admit mistakes when they happen and communicate clearly how you’re addressing them.
Measuring the impact of humanizing your brand
Humanizing your brand through content marketing is a powerful strategy for building stronger connections with your audience. However, like any marketing effort, you’ll want to measure the impact to ensure your expectations align with the results.
Monitor the following key performance indicators to know if your humanization efforts are working:
Increased engagement rates on social media platforms.
Higher email open and click-through rates.
Improved customer satisfaction scores.
Increased brand loyalty and repeat purchases.
Growth in positive sentiment in customer feedback and reviews.
Use tools like social media analytics platforms, customer relationship management (CRM) systems, and sentiment analysis software to track these metrics. Regular surveys and focus groups can also provide valuable insights into how your audience perceives your brand's human qualities.
Remember, brand humanization is an ongoing process. Continuously evaluate your efforts, learn from both successes and failures and be willing to adapt your approach as your brand and audience evolve.
Lambchop Berg, over and out.
See you next week!