The Human Element


Posted by Dave Willems, CEO & Principal

It seems the days of big brands trying to capitalize on their mega-size status are near extinct as something much simpler moves to the forefront: showing a human side.

Brands in all types of industries are embracing this concept as they aim to prove just how relatable and likeable they really are. From Jetblue’s “Air on the Side of Humanity” campaign to Amazon’s ongoing quest to be “Earth’s most customer-centric company,” it’s all about pleasing each person.

Why the shift?

While some companies have always catered to the individual, others have been more focused on trying to satisfy the masses or win the popular vote. This is changing, thanks in large part to living in the social media era. As people are constantly talking and sharing online, brands are slowly being nudged to engage and connect on a more personal level. They are learning the valuable lesson firsthand that customers don’t want to be treated as another number.

How can you make your brand more human? Start by considering these three elements:

Communication – Are you really listening to what your customers are saying … how they’re feeling? Do you cut the canned replies and respond on a case-by-case, person-to-person basis?
Honesty – Do you work hard to earn – and keep – a patron’s trust? When mistakes are made, are you quick to fess up? Will you go out of your way to right a wrong?
Empathy – Are you focused on ways to make your customers’ lives easier? Do you understand their biggest needs and pay attention to the smallest details?

The more you answered “yes” to these questions, the better your brand is succeeding in putting people first and showing its human side.

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