Human 2 Human
Brands need to be human. That’s right, I said it.
Consumers today expect brands to communicate how and where they want them to; and they have every right to. A dramatic shift in power is what has created this expectation. People are in control and that makes it difficult to determine how best to get your messages out there and how best to reach the individuals you want to engage with.
It’s no longer b2b or even b2c - it’s human to human. The fact is that businesses do not have emotion. Products do not have emotion. But humans do, and they want to feel something.
Humans aren’t perfect, but they are relatable.
And what do humans want?
They want to interact, to be noticed, to be needed, to feel special, to feel comfortable; the list goes on, but it all boils down to one thing.
Your brand needs a personality that appeals to your consumers’ emotional needs.
Brand personality is an important dimension of brand equity because, like human personality, it is both differentiating and enduring.
What happens when you don’t appeal to our customers’ emotional needs?
On Facebook for example, 52% of consumers stop following a business’ page because the content is boring and repetitive - fact. No second chances, you’ve just lost more than half of your followers because you didn’t engage with them.
So the moral of the story is, you need to start acting like a human and less like a robot.