If you do a quick Google search for “humanising brands,” you’re likely to find a variety of articles with topics ranging from how to build a brand persona to the importance of creating an engaging tone of voice. At Springbok, we believe humanising a brand goes beyond making it more appealing, and using it as an opportunity to develop authentic connections with people to become part of their daily lives.
From broadcasting to listening
The average person today is continuously bombarded with all types of messages and content, and it can be hard for brands to find a way to break through. If a brand is going to succeed, they need to evolve from merely disseminating corporate messaging to understanding who their audience is and what makes them tick.
One of the best ways a brand can create a genuine connection with its audience is through brand experiences. The term “brand experiences” is one of those terms that seems to get thrown around a lot in the marketing industry, with many different meanings depending on the context. From our point of view, we see them as an opportunity for brands to build an emotional connection with their audience, but strategically, so that relationship stays relevant, memorable and seamless.
The impact of AI
Brand experiences aren’t new, but they’re evolving. Thanks to advancement in AI and data science, the brand experience we described above is possible because of data. Marketers that have insightful data gain a better understanding of their audience and use it to support creative storytelling or delivering highly personalised customer journeys.
But in the pursuit to create a brand experience that’s “data-driven,” it’s essential marketers don’t lose sight of one crucial element: to stay human. When we talk about “staying human,” we don’t mean making a brand sound like a person with a great personality. It’s more about creating a seamless experience for the user. This ideal brand experience is human when there is no barrier between the person and technology, and the user believes the brand is answering their needs and expectations.
How to bring the humanised brand experience to life
We believe creating a humanised brand experience can happen today, and we’re making it possible by combining data, brand design and service design.
The whole process starts with data. While some people may see incorporating data science as counterintuitive to making a brand experience more human, we view it as essential. It’s through using the latest technologies, like Conversational UI or content optimisations, brands can show they really know the people behind their target audience, and how to address their needs to spark more meaningful connections.
Understanding an audience also means brands can unlock a human truth to see how, when and where they speak to people. And this is where data feeds into the next layer of the humanised brand experience: service design and brand design. Whether the experience plays out as a chatbot, website or app or multiple interfaces, the experience should occur so naturally that people don’t have time to think about the technology behind it, or realise they are part of a customer journey.
When all of these elements come together —data, design and creativity— we have a “humanised” brand experience. In that moment, the person does not question why a brand is popping up in the middle of their lives. Instead, they’re experiencing it as a natural part of their daily life..
Why being human matters
Humanised brand experiences is not another word for the average marketer’s lexicon. It’s a future-proof way of looking at how brands today can create more meaningful connections with their audience to build long-term loyalty and trust.