Businesses must provide individualized and human-centric experiences as customers progress from brand awareness to engagement and beyond. Building an emotional connection with customers through consideration, respect, authenticity, meaning, helpfulness, and perhaps even vulnerability is the core principle of human-centered design. Do not irritate, interrupt, or manipulate. Provide solutions to consumers in their struggles and when they need help.
“Don’t find customers for your product. Find products for your customers” - Seth Goddin
Human Centric Brand
A brand is more than just your Instagram profile, Twitter backdrop, or Facebook page. A brand is more than just your logo, colors, fancy tagline, or even a fancy Super Bowl ad. The truth is that your brand encompasses far more than that. It is the call to action from what you tweet, post, pin, and offer on your social media. It depends on what you post on social media and what you don't post, as well as if you provide genuine value instead of always promoting your brand. What you say, do, and think to create the image of your brand. What your employees do both online and offline to make it relevant. It includes everything from your social media networking and privacy policies to the number of spam emails you send.
A human-centered strategy is necessary for creating brands that serve as production platforms for innovation and design. Users will think that a brand will be more valuable if they are focused on humans. Brands that adopted a human-centered approach are aware that investing in people is always a good decision. They make investments in team development, listening, learning, empowerment, training, and developing a culture that enables their brand to shine both inside and outside.
The Six Attributes of Human-Centric Brands to Influence Customers
These six human qualities are what brands need to have in order to influence customers as friends without dominating them:
A physically attractive individual usually finds it very easy to attract others. Therefore, brands that want to influence consumers must have distinctive and attractive physical characteristics, even though they are not perfect. Physical appeal to brands may stem from their brand identities, such as a skillfully crafted slogan or logo. A great customer experience design or a captivating product design can also generate physical appeal.
Take Apple as an example. Apple is known for excelling in its user interface design and product design. It is common knowledge that Apple's user interface is very clean, simple, and sophisticated. Apple has one of the best store designs in the retail sector.
Intellectual capacity refers to a brand's capacity for knowledge, thought, and idea generation. The capacity to create and think outside the box is closely tied to intellectual capacity. Strong intellectual brands are innovative and have the capacity to introduce goods and services that neither other competitors nor consumers had previously thought of. Thus, the companies show that they can successfully address customer’s issues.
Tesla is at the forefront of significant technologies like electric vehicles, automotive analytics, and autopilot technology. Even without advertising, Tesla has a tremendous brand appeal due to its intellectuality.
Strongly sociable brandsaren't shy about engaging in a dialogue with their audience. They pay attention to their clients' talks as well as their own. They respond promptly to queries and complaints. Brands constantly interact with their consumers through a variety of communication channels. On social media, they post engaging content that draws in customers.
For instance, Netflix develops a convivial image that is warm, entertaining, and likable on social media. The company frequently tweets clever remarks and jokes that users enjoy and repeat, giving the brand a more personable feel. By seeming like a relatable friend, Netflix gains a lot of word-of-mouth advertising.
Brands that evoke positive emotions can influence consumer behavior. With a motivational theme, they emotionally engage their audience. Customers can sometimes connect with a brand by observing the positive side.
Dove is a company with a lot of emotional appeal. Dove, a humane brand, addresses the problem of low self-esteem in women by empowering them to appreciate and admire their true beauty. Dove has been able to emotionally engage women around the world with a major campaign that has spanned more than ten years.
A brand with strong personability is one that is self-aware; the brand owns its drawbacks while being aware of its strengths. They exhibit self-assurance and a desire to better themselves. They are fully aware of their goals and motivations. However, these companies are also not ashamed to admit their mistakes and accept full accountability for their deeds.
Dominoes are one example. In 2010, the pizza company made the courageous decision to acknowledge that their pizzas lacked appeal. Domino's revealed reviews of its pizzas from customers in an advertisement. The company redesigned its pizzas in response and presented them to the critics. The business proudly accepted responsibility for its shortcomings, which made the brand feel more human.
Being morally upright and having a strong sense of integrity is important. Values are the driving force behind a moral brand. All business decisions are made with proper ethical considerations as an important component of a brand. In fact, some businesses have made major differentiators in their ethical business methods. Brands deliver on their promises, despite the fact that consumers don't follow through.
Examples include Unilever, which aspires to improve the livelihoods of millions of people while improving the well-being of more than 1 billion people. Omo's efforts to save water in Brazil and Knorr to combat malnutrition in Nigeria.
Characteristics of Human Brand
The human brand is taken from people who love, like, or even hate so that it defines its true identity, like a living and breathing organism. A brand is made up of people within a company and is ultimately defined by those outside it.
"Every brand has its own personality, that's what makes them stand out"
Tashe sooner you can see that building a human brand and the need to truly inspire and connect with your audience will add more value to a brand. You will see results and progress when you successfully build that image into the structure of your business. Here are the characteristics to be aware of the human brand:
1. A Character
What is the character of your brand? It can be serious, light-hearted, interesting, fun, motivating, or all of the above. The personality of human brands must inspire and resonate with their target audiences.
2. Consider Humans
You may believe that brands are incapable of thought. Actually, they can. Inside human brands are people who think like people, not like a cash register or a corporate structure. Brands consider things that people do, eat, like, and believe.
3. Listen to Other Humans
Human brands always keep an eye on how their audience, clients, partners, and stakeholders react. Human brands listen more than they talk. They are aware that the data and analytics provided by Google Analytics and other websites are a gold mine, and they use the information not just to make a sale but also to listen to and understand their audience.
4. Reveal Their Human Side
Human brands aren't hesitant to exhibit their human side, in keeping with personality. They giddily laugh, sing, dance, speak, and occasionally even become irritated. Since they are their own best ambassadors, they frequently allow you to glimpse the real persons behind the avatars.
5. Concern About Humans
They have a concern for the people they interact with. They are concerned about whether you are happy, depressed, satisfied, upset, hungry, or full. They provide real value to people rather than just a marketing gimmick because they care about your needs, wants, problems, and wants. They put the interests of everyone in their ecosystem first, from clients to the board of directors, and they always rely on that in making their decisions.
6. They Know Themselves
They realize who they are and what they should offer their customers, partners, clients, and friends. They are aware of their strengths, weaknesses, and sweet spots. They are aware of their strengths and how to communicate with others. They actively participate in social media with pride and confidence rather than making things up.
7. Recognize Their Audience
Just as they are familiar with themselves they are also familiar with their audience. They are aware of the needs of their audience and how to meet them. They are aware that if they motivate, engage, and assist their audience in achieving their objectives, they will inevitably succeed.
8. Investing in People
Human brands are aware that investing in people is always a good decision. They make an investment in team development, listening, learning, empowerment, training, and culture building so that their brand may shine from the inside out.
“Brand personalities indicates the kind of relationship a customer has with the brand”
Also read: Your Guide to Branding and Why it Matters
Human Centric Marketing
The many social, economic, cultural, and technological changes that have occurred over the past few years can be attributed to the development of human-centered marketing. Human-centered marketing is driven by a personal desire to make interactive connections and create lasting relationships, in contrast to consumer-centered strategies, which are the product of corporate control and information technology.
With this marketing strategy, getting consumers involved rather than simply telling them what to do and emphasizing human values above business ones are the main goals. Most importantly, it involves treating them like actual people rather than just faceless number statistics and demonstrating your brand's desire to engage with them on a personal basis.
Create a Human-Centered Marketing Strategy for Brand
Talk to customers, but don't just promote your brand. Create research techniques that ask about their daily lives. Combine what you learn through listening with your understanding of the external factors at play. You are knowledgeable about your industry, your market, and the rules. Determining what your customers don't even understand affects their ability to access your brand. Carefully consider how different people perceive your brand.
Take advantage of this human-centered strategy to narrow your target market. Some people will be more likely to pay attention and respond well to the message your brand conveys. Find the most efficient contact person. Use the best strategies after hearing about them and learning more about them; don't just do research without acting on it. As a result, your brand experience and core business strategy will be presented, and your marketing and brand communications will be transformed based on that research to demonstrate to your audience that you have paid attention to them and have listened to their needs.
The Benefit of Human-Centric Marketing
A more personalized approach is now a trend giving customers the impression that businesses are concerned about their individual wants and needs. This is referred to as human-centric marketing, and it can be advantageous for your company. The following are some advantages of human-centric marketing for your company:
1. It Increases Client/Consumer Satisfaction
Without gathering data from your current customer base, it is impossible to create an effective human-focused marketing strategy. The beautiful thing about surveys and questionnaires, though, is that you can also make your clients feel wanted by how you present them. Since they'll feel as though you're validating their worries and anxieties, they'll feel appreciated and wanted.
Customers that continue to use your goods and services and recommend customers in the same demographic to your company are ones who feel appreciated and wanted. Customers will always purchase goods and services that are tailored to their needs, and they will enjoy doing so because you have enhanced the feeling of personalization in the customer experience.
You'll be ahead of the curve in the buyer's market if you provide them with a strong sense of connection to your business by getting their feedback, acting on their ideas, and developing new products and services that satisfy their needs.
2. Elevate Your Brand
The reason branding has become such a major phrase in the marketing world is that it's essential to how your business sets itself apart from competitors. However, some business owners overlook the fact that branding isn't only about how you want to present your organization to the outside world; it's also about how your company's intended customers view its goods, services, ethos, and corporate culture. It means that if you put a strong emphasis on the customer experience throughout the entire purchasing process, your branding will soar as a result of the exponential rise in favorable client perception.
Good examples include companies like Apple, Google, and Amazon. Because they go above and beyond to serve clients, even if it means losing money on a transaction, they have all routinely received top marks in customer satisfaction surveys and have developed into well-known brands. These businesses devote practically all of their attention to providing a customer experience that makes each client feel important and understood.
3. Identifies New Areas for Growth
You must delve into your clients' and customers' psyches in order to take a human-centric strategy to your marketing. Only by doing this can you accurately determine their needs, how they feel about how well you're meeting them, and what you can improve to better serve those needs.
If done correctly, this can be a gold mine of information that you can utilize to pinpoint areas where businesses should concentrate and create new products and services.
With a customer-centric marketing strategy, you may meet consumer demand with novel products and services that are likely to succeed since they are based on what your target market wants.
Once your company has implemented this human-centric marketing plan, keep going back to it. People change, therefore to best capitalize on those human experiences for the success of your brand, keep speaking, listening, and learning.
Your brand is not a stand-alone entity. Your customer doesn't either. It will be possible to communicate and interact between brands and people in a way that is equally whole and complicated—and ultimately more powerful—if you take the time to study them both as full, complex entities within a complete.