Humanising Brands: Building Connections in a Digital Age

In a world increasingly dominated by technology and automation, the desire for authentic human connection remains as strong as ever. This is especially true in the sector of marketing and branding. As consumers become more observant and doubtful, brands are recognising the benefits of establishing a real emotional connection with their audience. This is where the concept of "humanising brands" comes into play. By infusing their brands with personality, empathy, and authenticity, businesses can foster stronger connections with their customers, drive loyalty, and ultimately succeed in a competitive market.

The True Meaning of Humanising a Brand 

Humanising a brand entail infusing it with qualities that resonate with human emotions and experiences. It is about creating a brand personality that feels relatable, trustworthy, and real. This can be achieved through different strategies, like;

Storytelling: Every brand has a story to tell. By sharing your brand's history, values, and mission in a compelling narrative, you can connect with your audience on a deeper level. Storytelling helps to humanise a brand by making it relatable and memorable.

Authenticity: In this era of digitalisation, consumers are more observant than ever. They can notice inauthenticity from a mile away. It is important for brands to be real and clear in their messaging. This means avoiding stunts and concentrating on building a strong foundation of trust.

Empathy: Understanding and responding to the needs and emotions of your target audience. Through demonstrating empathy, brands can build trust and loyalty. This can be done through personalised communication, social listening, and offering solutions that solve real-world problems.

Values: The values of a brand should align with the beliefs and aspirations of its target audience. By clearly expressing your values, you can attract like-minded customers and build a loyal following.

Personality: A well-defined brand personality can help a brand stand out from the competition. By giving a brand a clear personality, you can create a memorable impression and connect with your audience on an emotional level. 

Why is humanising a brand necessary?

Humanising brands offers numerous key benefits:

1. Increased brand loyalty: When consumers feel a personal connection to a brand, they are more likely to remain loyal. This can lead to repeat purchases, positive word-of-mouth, and increased brand advocacy.

2. Improved Brand Reputation: A humanised brand is more likely to be perceived as trustworthy and real. This can improve a brand's reputation and make it more resilient to negative publicity.

3. Enhanced Customer Engagement: Humanised brands can foster deeper engagement with customers. This can lead to increased customer satisfaction, loyalty, and advocacy.

4. Differentiation: In a crowded marketplace, humanisation can help a brand stand out from the competition. By creating a unique brand personality and connecting with your audience on an emotional level, you can differentiate your brand and make it more memorable.

Examples of Humanised Nigerian Brands

Nigeria, a vibrant and diverse nation, has seen a rise in brands that have successfully connected with their audience on a personal level. These brands have embraced the concept of humanisation, creating a sense of familiarity, trust, and emotional connection with their customers. Here are a few examples:

1. MTN Nigeria

• Campaign: MTN's "Pulse" platform has become a cultural benchmark, offering music, entertainment, and lifestyle content that resonates with Nigerian youth.

• Humanisation: By understanding the pulse of the nation's youth culture, MTN has created a brand that feels like a friend, always there to provide entertainment and connection.

2. Coca-Cola Nigeria

• Campaign: Coca-Cola's "Share a Coke" campaign was a global hit, but it resonated particularly well in Nigeria. The campaign allowed consumers to personalise their Coke cans with names, creating a sense of ownership and connection.

• Humanisation: By encouraging shared moments and personal connections, Coca-Cola became more than just a beverage; it became a symbol of togetherness and celebration.

3. Dangote Cement

• Campaign: Dangote Cement's "Building Nigeria" campaign emphasised the company's role in infrastructure development and economic growth.

• Humanisation: By showcasing the positive impact of their products on the lives of Nigerians, Dangote Cement has positioned itself as a brand that is invested in the nation's progress.

4. Guarantee Trust Bank

• Campaign: GTBank's "More Than Banking" campaign emphasised the bank's dedication to providing comprehensive financial solutions and supporting the aspirations of its customers.

• Humanisation: By positioning itself as a partner in growth and success, GTBank has built trust and loyalty among its customers.

5. Globacom

• Campaign: Globacom's "Glo with Pride" campaign celebrated Nigerian culture and identity.

• Humanisation: By embracing Nigerian pride and heritage, Globacom has created a strong sense of belonging among its customers.

These are just a few examples of Nigerian brands that have successfully humanised themselves. By understanding the needs, values, and aspirations of their target audience, these brands have created a lasting connection that goes beyond mere product or service offerings.

Conclusively, in today's digital age, it is important for brands to connect with their customers on a personal level. Building trust, loyalty, and a strong reputation requires realness and empathy. By understanding the needs and emotions of your target audience, telling compelling stories, and demonstrating empathy, you can create a brand that resonates with people on a personal level.