In today's digital age, consumers crave more than just products – they seek meaningful connections with the brands they love. The rise of 'Human Era Branding' signifies a shift towards more personable and relatable brand identities, fostering deeper relationships and building loyal advocates.
Lippincott's "Welcome to the Human Era" report highlights this shift, emphasizing consumers' desire to align with brands that exude authenticity and transparency. By embracing their softer side, companies can appear more approachable and trustworthy, regardless of their industry.
Take, for instance, America's TD Bank, whose 'Bank Human' campaign uses humour to address common banking frustrations, endearing itself to customers. Similarly, Expedia.co.uk's 'People Shaped Travel Campaign' humanizes the online booking experience by showcasing staff members' love for travel.
To succeed in the Human Era, brands should consider these key strategies:
1. Tell an Authentic Story: Share the fundamental truths behind your business in a relatable way, revealing its motivations and objectives.
2. Show Your True Colours: Transparency is crucial; provide accurate information upfront to address any potential concerns or misconceptions.
3. Lighten Up: Inject humour into your marketing efforts to brighten consumers' days and foster a sense of connection.
4. Listen Well: Engage in authentic two-way dialogue with customers, leveraging social media to gather feedback and demonstrate responsiveness.
By adopting a human-centric approach, brands can forge deeper connections with their audience, fostering loyalty and advocacy in the process.
