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A human brand is 2.1 times easier to generate a feeling of love among consumers.
It is estimated that humanized brands are 1.9 times more likely to meet the needs of audiences than the average.
It is also 1.8 times more common for consumers to recommend a business in this category to other friends and family.
In the current world we live in, many people consider brands that are involved far beyond selling their products and services to be of great importance. Humanization of your brand is one of the most heard phrases today, regardless of the industry it belongs to, since consumers increasingly value the shopping experience and the contact they have with the firm more than the product itself. .
After the Covid-19 pandemic, people have changed their habits, especially their way of living. In this sense, specialists detail that humanizing brands In the current environment, it will allow us to differentiate ourselves from the competition and generate greater business opportunities.
According to Zendesk, humanizing the brand is a business strategy whose keywords are empathy and ethics. the blog of marketing, “is based on a mind set aimed at generating a connection with customers, which is generated through a full understanding of what their needs, feelings, motivations and expectations are”.
In this sense, a study of Forrestin 2020 25 percent of companies could lose more than one percent of their annual income to not respond satisfactorily to the problems and social events with which their clients identify.
Similarly, another consumer pulse survey conducted by Deloitte in gigantic markets such as the United States, Brazil, China and the United Kingdom, 80 percent of those surveyed said they would be willing to pay more if a company raised their prices for being more empathetic.
Humanization of brands, more than a sales strategy?
The new consumers want a more empathetic and conscious world, that is why they support brands that are. The report “Humanizing companies: the key to a new corporate empathy”prepared by LLYC, refers that evidencing a more solid and present corporate purpose becomes a fundamental pillar to strengthen the reputation of companies, this being a necessary factor that also reveals the level of commitment that brands have with the environment in which they operate.
According to Gilles Lipovetsky, one in four young people cannot name a single brand that they consider “useful for society”, a situation that is getting worse and worse. Therefore, the aforementioned report details that it is necessary to carried out a paradigm shift in the way of understanding the brand-community relationship.
“Beyond the purpose, we must focus on people, which is why companies need to be humanized,” indicates LLYC.
In this sense, the report identifies five different types of expectations, with which, by anticipating and trying to satisfy them, the reputation of a brand or company could be substantially improved by working on the ESG concept. Environmental, Social and Governance).
As one of the first keys, LLYC highlights that brands must have emotional expectations, since it is the search to find the passions that people share with a brand, that offers them happy moments and that has known how to fully identify with their aspirations.
“Social expectations are related to the purpose or contribution of the organization to the solution of social problems”, the study mentions it as a second key. Among its other steps are ethical, rational and pragmatic expectations.
Given this need, the study proposes a roadmap with a view to introducing the ESG concept strategically.
“Prioritize the individual, before the social. To be a company that is sincerely involved in the comprehensive well-being of its employees,” the report stated.
In short, the report mentions that “by focusing on people and changing the paradigm towards a more humane and empathetic company, andBy truly listening to the expectations of each audience, greater value is generated that has repercussions on the company’s reputation and, therefore, on the business. This allows you to go from planet al people”.
Now read:
You need to humanize your brand and there is a simple guide for you to achieve it
Humanizing a brand: Why it matters for business (and the crucial factors to achieve it)
Ways you should try to humanize a brand