We’ve recently undergone a bit of a brand… ‘reconsideration’ shall we call it. It’s not a re-brand, nor a repositioning, just a conscious exercise to better understand what we’re good at and why our clients work with us.
So what have we discovered?
Well nothing new really, but that we have something quite unique that should really resonate in the current marketing world.
We’ve learnt that we’re human.
For some time now we’ve put an incredibly high value on our client relationships and service. We’re invested a lot of time into how we relate and respond to each other in the business. We’ve made sure we’ve learnt about each other, as humans, outside the work environment.
We’ve developed campaigns that have really resonated with the public, because they have been based upon well-formed audience insights, and a real understanding of the human condition.
Not just data – although we have it to hand. Not just on ability to nurture and convert – although that’s obviously a fundamental of what we do as well.
The importance of brand humanity
Using the Brand Humanity Index (a project by Braze and Forrester Consulting, based on research identifying what attributes make a brand feel human to customers, as well as the business impact of that brand humanity), we see that being more ‘human’ and in turn connecting people with your brand, has a tangible impact for your business.
It was found that consumers who perceive your brand as human are 2.1 times more likely to love the brand and 1.9 times more likely to be satisfied by it.
Similarly, consumers who perceive a brand as human are 1.6 times more likely to purchase from that brand and 1.8 times more likely to recommend it.
So we must remember at all times to be human. We must remember that the person viewing a campaign is indeed a person, who has emotions, needs, wants and independent thought.
Our job is primarily to capture attention, to engage, to converse, and from that will naturally come conversions. And by relying on this emotional, human, focus in our everyday business we do a far better job of developing relationships with our audiences.
Then we can use the data to back up and improve what we do.