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Have you ever felt like your brand is just one more face in a sea of businesses vying for attention? With every ad, email, and social post, it can feel overwhelming to stand out, especially when consumers are bombarded by thousands of marketing messages every single day. In fact, according to studies, the average person is exposed to around 4,000 to 10,000 ads per day. That’s a lot of noise!
So, how do you break through? The answer is simple: be real.
More and more customers today are craving authentic connections with brands. They want to know what you stand for, who’s behind the logo, and what makes your business more than just a product or service. According to a report from Stackla, 86% of consumers say authenticity is a key factor when deciding which brands they like and support. That’s a huge majority looking for brands that feel genuine and human.
The good news? You don’t need a huge marketing budget to build this kind of trust. All it takes is humanizing your brand—sharing your real stories, values, and personalities in a way that resonates with your audience.
What Does it Mean to ‘Humanize’ Your Brand?
When we talk about humanizing your brand, what we really mean is showing the human side of your business. It’s about making your company feel like it’s run by real people, not faceless executives or automated systems. In a world full of polished marketing campaigns and salesy messages, people are looking for brands they can relate to on a personal level.
But what does that look like in practice? Let’s break it down.
- Share Your Values: Customers want to know what your brand stands for. Are you passionate about sustainability? Do you prioritize giving back to your community? Make sure your values are front and center in your messaging.
- Show Your People: Put faces to your brand by showcasing your team. Whether it’s on your website or social media, let your audience meet the people who make your business run. This simple step can instantly create a more personal connection.
- Tell Your Story: How did your brand come to be? Sharing your journey—the struggles, the victories, and the lessons learned along the way—helps customers understand that there’s a real story behind your product or service. According to a study by Headstream, 55% of people are more likely to buy from a brand if they love its story.
People connect with people, not companies. That’s why humanizing your brand works. Think about it—when you feel connected to someone, you trust them, right? The same is true for businesses. When your customers see the real people, real values, and real stories behind your brand, they feel more inclined to trust and engage with you.
Some of the most beloved brands today have nailed this concept. Take Ben & Jerry’s, for example. Their commitment to social causes is as well-known as their delicious ice cream. Or think about Patagonia, a brand that’s built an almost cult-like following by being transparent about their sustainability efforts.
The Power of Storytelling in Branding
Why does storytelling work so well in branding? It’s simple: stories are part of who we are as humans. Long before we had modern marketing or social media, we were telling stories around campfires, passing down traditions, and using narratives to make sense of the world. Today, the power of storytelling is just as strong—and it’s a key tool in helping your brand connect with customers on a personal level.
Why Storytelling Works
Storytelling taps into emotions. When you share a story, you’re not just delivering information; you’re creating a memorable experience. Research shows that people are 22 times more likely to remember a story than a fact or statistic. That’s why brands that tell engaging stories often stand out in the minds of consumers. Stories make your brand relatable and easy to understand, especially when those stories reflect real challenges, triumphs, or values.
How to Create Genuine Brand Stories
Crafting genuine stories isn’t about inventing a picture-perfect narrative. It’s about sharing the real journey behind your brand. Here are a few types of stories you can tell:
- Your Origin Story: Everyone loves a good “how we started” story. Whether it’s the tale of how you came up with your business idea or the challenges you faced in the early days, sharing your origin story gives customers insight into your journey. For example, the founders of Warby Parker started their company because they couldn’t find affordable glasses. Their story resonated with people looking for a smart, affordable alternative to traditional eyewear.
- Employee Stories: Highlighting the people who work for your company helps humanize your brand even more. Share behind-the-scenes content of your team in action or feature personal stories that show what it’s like to be part of your business. This not only creates a connection with your customers but also boosts employee engagement.
- Customer Stories: Let your customers do the talking! Sharing testimonials, case studies, or user-generated content allows your audience to see real-life experiences with your product or service. It’s one thing for you to say your product is great—it’s another for a happy customer to share their success story.
Make Your Brand’s Story Authentic
Remember, authenticity is key. Your stories don’t need to be over-the-top or exaggerated. The most powerful stories are the ones that reflect your true brand identity. They should feel natural, transparent, and in line with your values. Customers can spot a story that feels forced, and nothing kills trust faster than feeling like they’re being sold a fake narrative.
The Connection Between Authenticity and Trust
Authenticity and trust go hand-in-hand. Think about your own experiences as a consumer. When you trust a brand, you’re more likely to buy from them again, recommend them to others, and even forgive the occasional slip-up. On the flip side, if a brand comes across as fake or inconsistent, that trust is easily broken—and it’s tough to rebuild.
Why Does Authenticity Build Trust?
People can tell when a brand is being genuine. Authenticity means staying true to your values, being transparent in your communication, and delivering on your promises. In fact, a study by Label Insight revealed that 94% of consumers say transparency from brands is important to their purchase decisions. When customers see that you’re real, they feel more comfortable doing business with you. Trust is built when your actions align with your words.
For example, if your brand claims to be eco-friendly, it’s not enough to just say it—you need to show it. That might mean using sustainable materials, reducing packaging waste, or supporting environmental causes. When customers see you following through, their trust in your brand grows.
How to Stay Authentic as a Brand
- Be Consistent: Authenticity starts with consistency. Whether it’s your tone of voice, your values, or your actions, customers need to see the same message across every touchpoint—your website, social media, emails, and customer interactions. If you’re friendly and down-to-earth on Instagram but formal and corporate in your emails, it’s going to confuse people.
- Own Your Mistakes: No brand is perfect, and mistakes happen. What matters is how you handle them. Being transparent about a mistake and addressing it head-on is a great way to show your authenticity. Customers respect brands that take responsibility and offer solutions. For example, if there’s a delay in shipping, send a sincere apology and explain what you’re doing to make it right.
- Avoid Over-Scripting: In an effort to be professional, some brands fall into the trap of sounding too polished or robotic. People want to hear real, human voices. If your messaging sounds like it was written by a computer, you risk losing that personal connection. So, loosen up the language and speak the way your audience does. A friendly, conversational tone helps build rapport.
The Pitfalls of Inauthentic Branding
When brands try to fake authenticity, it almost always backfires. Consumers are savvier than ever, and they can spot an inauthentic marketing ploy from a mile away. Just look at what happened with Pepsi’s controversial 2017 ad featuring Kendall Jenner. The campaign attempted to address social justice issues, but it came off as tone-deaf and insincere, leading to widespread backlash. It’s a clear reminder that you can’t fake authenticity—customers will see right through it.
Stats that Highlight the Value of Trust:
- 81% of consumers say that trust in a brand is a deciding factor in their purchasing decisions (Edelman).
- 90% of consumers say authenticity is important when choosing which brands they like and support (Stackla).
- 65% of consumers say they’d stick with a brand they trust, even after a bad experience (Edelman).
How Trust Leads to Loyalty
Once you’ve earned a customer’s trust, you’ve laid the groundwork for loyalty. Trust turns one-time buyers into repeat customers, and repeat customers into brand advocates. And it’s no secret that loyal customers are more valuable. According to research by Bain & Company, increasing customer retention rates by just 5% can increase profits by 25-95%. Loyal customers not only return to your brand—they’re also more likely to refer others, leave positive reviews, and support your business during tough times.
Practical Ways to Humanize Your Brand Today
By now, you’re probably wondering how you can start humanizing your brand and building those authentic connections with your customers. Don’t worry—it doesn’t require a huge overhaul or a complete rebranding. In fact, there are some simple, actionable steps you can take right now to show the human side of your business. Let’s dive into a few easy ways to get started.
1. Use Real Voices in Your Content
People want to hear from people, not faceless corporations. Whether it’s a blog post, an email, or a social media update, try to infuse a conversational tone that reflects the human behind the message. For example, instead of saying, “Our company offers high-quality products,” try something like, “We’re excited to share our favorite picks with you this season!” It feels more personal, and it’s easier for readers to connect with.
Also, consider letting different members of your team take the stage. When employees share their insights or stories, it brings a level of authenticity and diversity that a single company voice might lack. Plus, it shows that your business is made up of real, passionate people.
2. Show the Faces Behind the Brand
Putting faces to your brand is one of the easiest ways to humanize your business. Think about it—when customers see the actual people who are driving your company forward, it makes everything feel more relatable. This could be as simple as featuring team members on your website with a short bio or using behind-the-scenes videos and photos on social media.
For example, instead of just posting product images on Instagram, share pictures of your team at work, enjoying team-building activities, or celebrating milestones. This not only humanizes your brand but also adds a layer of transparency that builds trust.
3. Engage in Meaningful Conversations with Your Customers
Building authenticity isn’t just about the content you put out—it’s also about how you interact with your audience. Social media and email are powerful tools for creating two-way conversations. Respond to comments, messages, and reviews in a genuine, thoughtful way. If a customer reaches out with a question or concern, don’t just give a canned response. Take the time to personalize your reply, address their issue, and thank them for reaching out.
When customers see that you’re listening and engaging with them on a personal level, it strengthens their connection with your brand. In fact, 70% of consumers say they feel more connected to a brand when the company’s CEO is active on social media, according to Sprout Social.
4. Highlight Your Values and Purpose
Today’s customers want to support brands that stand for something. Whether it’s sustainability, social justice, or supporting local communities, make sure your brand’s values are front and center. Sharing your mission and purpose helps customers see that you’re more than just about profit—you’re driven by something bigger.
For instance, if you’re committed to reducing your environmental impact, share the steps you’re taking to make that happen. This could include reducing plastic use, partnering with eco-friendly suppliers, or donating a portion of your sales to environmental causes. When customers align with your values, they’re more likely to become loyal advocates for your brand. According to Accenture, 63% of global consumers prefer to purchase products and services from companies that stand for a purpose that reflects their values.
5. Share Real Customer Stories
Nothing builds trust like hearing from other customers who have had positive experiences with your brand. Encourage your customers to share their stories, whether through testimonials, reviews, or even social media shout-outs. You can repurpose this user-generated content on your website, blog, or social media platforms to show potential customers how your product or service has made a difference in someone’s life.
For example, if you’re a clothing brand, you could share customer photos and stories about how your outfits made them feel confident on a special day. If you’re in the tech industry, you could showcase a case study on how your software helped a business improve its operations. These real-life examples are powerful because they come from actual users, not just from your marketing team.
Why Emulent is Your Partner for Humanizing Your Brand Online
At Emulent, we understand that humanizing your brand isn’t just a marketing trend—it’s essential to building lasting relationships with your customers. And we’re here to help you make that happen. Whether you’re a small business just starting out or an established company looking to connect on a deeper level, our team knows how to bring the human touch to your digital presence.
Why partner with us? We don’t just create content—we tell stories that matter. Our approach is simple: we take the time to understand your brand’s values, your unique voice, and the people behind your business. From there, we craft genuine, relatable narratives that resonate with your audience. Whether it’s through social media, blog posts, or email marketing, we make sure your message feels personal, authentic, and true to your brand’s identity.
At Emulent, we also believe in the power of engagement. It’s not enough to just talk at your customers—you need to have meaningful conversations. We’ll help you build those connections by creating strategies that invite interaction and foster community. When customers feel heard and valued, they’re much more likely to stick around.
Our team has the expertise to translate your values, mission, and story into digital experiences that feel human and relatable. So if you’re ready to take your brand to the next level and build real, authentic relationships with your audience, we’re here to guide you every step of the way.
Let’s humanize your brand and create a lasting impact together. Contact us today to get started.