How to humanise your brand

Sophie’s love for web development started young. She grew up in Denmark where weekends would be spent building things with her Dad, everything from model toys to treehouses. She evolved this love for building by 3D modelling her designs and coding; and then started ‘Code Club’ at university that involved awesome coding retreats as far flung as Cape Verde through to the Lake District! …oh, she also skateboards and climbs mountains.

So...who cares? Why do we need to know about Sophie?

Well, all of Sophie’s experiences have shaped the person she is, which she brings to her role at Prime Digital. If this is important to you as an organisation, your customers may want to know too.

It is the people that make up your company. They are the ones who spark ideas, design the frameworks, help evolve innovation, keep you growing and ensure your customers are happy!

They are integral to your business. Once values and behaviours are practiced by leadership, the right people will start to gravitate towards you and form the company culture - the social and psychological environment of a business.

Telling your customers about product features, sales, discounts...it’s not enough.

Humanise your brand.

If you want to generate genuine brand loyalty you need to build an emotional connect with your customers. You need them to see more than the physical product or service. You need them to understand who inspired that ‘aha’ moment? What drives people to work for you? How do teams collaborate? How do you foster culture? What are they really passionate about? 

Take P&G - selling razor blades, shampoo, washing-up liquid. Not the easiest to emotionally connect with, hey? But they do a stellar job at (marketing more-widely and…) sharing their company culture. Stories that include staff challenges outside the office, dealing with vulnerable workplace situations and publicly celebrating Pride to reflect their diversity policies.

Or how about, Warby Parker, an affordable eyewear brand - they instigate ‘culture crushes’ where there is always an upcoming event for teams to look forward to and random employees are encouraged to lunch together to promote inclusivity.

Ideas can come from anywhere and anyone - ultimately the people, your values and culture make up the DNA of your company. By inviting your audience in, it humanises your business and leads to more meaningful connections.

‘Your Culture’ is part of Content Kitchen’s strategy that focuses on six essential ingredients every business needs to communicate - learn more.