May 19, 2023

What does it mean to humanise your brand?

In today’s world, consumers are more informed and demanding than ever before. They want to know who they are doing business with and what the company stands for. As a result, businesses must go beyond simply presenting their products and services and connect with their potential customers on a personal, human level. This is where humanising the brand comes in.

Humanising a brand means creating a personality and tone that resonates with the target audience. It means establishing a connection with customers based on shared values, experiences, and emotions. This approach involves showcasing real people and user-generated content, including videos, social media, and blog posts. It also involves highlighting the company culture and the personalities that make up the organization rather than resorting to business and industry-specific jargon and sales pitches.

At the heart of humanising your brand is the importance of building meaningful relationships with your customers. This is achieved through effective communication, personalisation, and a genuine commitment to creating a positive customer experience. It involves taking a proactive approach to customer service and responding to customer complaints and feedback promptly and respectfully.

Another key aspect of humanising your brand is leveraging digital channels, particularly social media platforms. This allows companies to engage in two-way conversations with their audience and create valuable, funny, and emotional connections. It also involves creating valuable content, such as email marketing campaigns and marketing messages that resonate with consumers and are delivered in an authentic and relatable way.

Why is it important to humanise your brand?

Humanising your brand means putting authenticity and personality at the forefront of your marketing efforts. It’s about telling compelling and authentic stories, showcasing the real people behind your company, and building meaningful connections with your target audience.

But why is it important to humanise your brand? Firstly, it helps to establish trust and credibility with your potential customers. You’re creating a more personal connection with your audience by showcasing the faces, voices, and personalities behind your brand. This can help build a loyal customer base that is more likely to stay with your brand over the long term.

Secondly, humanising your brand can help to differentiate it from your competitors. In today’s crowded marketplace, standing out from the crowd is essential. You can create a unique identity that resonates with your target audience by showcasing your company culture, values, and personality.

Thirdly, humanising your brand can help to create emotional connections with your customers. Consumers are more likely to remember and connect with brands that evoke strong emotions, whether it’s through a touching story, a hilarious social media post, or a heartfelt response to a customer complaint. By tapping into emotional chords, you’re creating a more memorable and meaningful connection with your audience.

Showcasing the Faces Behind Your Brand

One effective way to do this is through user-generated content (UGC). By encouraging your followers to share their own experiences with your brand, you can collect authentic, real-life stories that highlight the best aspects of your company. This type of content is more engaging for your audience and showcases the real people behind your brand in a humanising and relatable way.

Video content is another powerful tool for showcasing the faces behind your brand. By featuring interviews with members of your team or real customers, you can showcase the personalities, passions, and perspectives of the people behind your brand. This helps to create a more personal connection with your audience and highlights the human elements of your company.

Social media posts are also an effective way to leverage real people in your content. By featuring images and quotes from members of your team or showcasing real customers who are using your products or services, you can create a more authentic and engaging social media presence. This type of content can help build trust and credibility with your audience and lead to a more emotional connection with your brand.

So, why is showcasing the faces behind your brand so important? Well, for one thing, it helps to build trust and credibility with your audience. When consumers see the real people behind a brand, they’re more likely to view it as trustworthy and authentic. Additionally, showcasing the faces behind your brand helps to create a more personal connection with your audience. When consumers can see the personalities and passions of the people behind a brand, they’re more likely to feel an emotional connection with that brand.

Connecting with Customers on a Personal Level

One of the best ways to do this is through social media. Using platforms like Twitter, Facebook, and Instagram, you can create a community around your brand and engage with your customers more personally. Rather than just pumping out marketing messages, create content your customers will relate to. Share behind-the-scenes glimpses of your company’s culture, funny memes that will make them smile, or valuable tips and information related to your industry.

Another way to connect with your customers on a personal level is through email marketing campaigns. When done right, email marketing can be an incredibly effective way to build relationships with your customers. Instead of just sending out generic newsletters, try to personalize your emails based on your customer’s interests and behaviour. Use data and analytics to segment your email lists and send personalised messages that are relevant to each customer.

Of course, one of the most important ways to connect with your customers on a personal level is through excellent customer service. No matter how great your marketing campaigns are, if your customers don’t have a positive experience when they interact with your brand, they won’t stick around for long. Ensure your customer service team is trained to be empathetic and helpful, and make it easy for customers to get in touch with you if they have a question or complaint.

Lastly, don’t be afraid to show your human side. People want to do business with other people, not faceless entities. Share your brand’s story and values, and showcase the people behind your company. Being authentic and transparent will create a more personal connection with your customers.

Identifying and Defining Your Target Audience

Identifying and defining your target audience is essential to any successful business strategy. Your audience influences every aspect of your marketing efforts, from your language and tone to your products and services. It can be tempting to try to target everyone, but this approach is often ineffective and can lead to wasted time, effort, and money. Instead, it’s critical to identify and define your target audience so that you can ensure your marketing efforts are focused and effective.

The first step in identifying your target audience is to understand your business and what it offers. You should consider your products or services, company values, and unique selling proposition. By understanding what your business represents, you can begin to determine who would benefit most from your offerings.

Once you understand your business, you can begin to research and analyse your ideal customer. You can start by examining your current customer base to determine common characteristics such as demographics, interests, and behaviour patterns. You can also use market research to identify trends and gaps in the market, allowing you to target specific segments of consumers who may be overlooked by competitors.

Defining your target audience involves creating detailed profiles or personas of your ideal customer. You can use the information you gathered to create personas representing your target audience’s demographics, interests, behaviours, and pain points. The more detailed your personas, the more effectively you can tailor your marketing efforts to resonate with your target audience.

When defining your target audience, it’s also essential to consider where your audience spends their time online and offline. Understanding the platforms and channels your audience uses can help you develop a targeted marketing strategy that reaches the right people in the right places.

Creating Video Content That Resonates With Your Target Audience

Video marketing has been soaring in popularity over the years, especially with the rise of social media platforms and the increasing accessibility of high-quality video equipment. However, simply creating any old video may not be enough to engage and resonate with your target audience. To create videos that will effectively connect and build a relationship with your desired viewers, here are some tips to keep in mind:

  • Know Your Target Audience

To make a video that resonates with your audience, it’s important first to understand their needs, interests, and pain points. Do some research on your target demographic so that you can tailor your message accordingly. Use the language, tone, and imagery your audience finds appealing and relatable.

  • Tell a Compelling Story

Humans are naturally drawn to stories, so if you want your video to engage your audience, make sure to include a relatable and emotionally compelling narrative. This could be a story of a customer or even just a relatable situation that your target audience may find themselves in. People want to see the humanity behind a brand, so finding ways to integrate a story will only help build that connection.

  • Showcase Real People

Including real people in your video content is one of the most effective ways to connect with your audience on a personal level. This could mean featuring your employees and customers or even partnering with social media influencers. By showing the human side of your brand, you are more likely to establish an emotional connection with your viewers.

  • Keep it Short and Sweet

In a world where people have short attention spans and are bombarded with content on a constant basis, it’s important to keep your videos concise and to the point. Try to tell your story or message in under two minutes, and incorporate engaging visuals to keep your viewers’ attention.

  • Optimize for Different Platforms

Finally, keep in mind that not all video content is created equal. Different social media platforms may require different video lengths and styles, so make sure to optimize your content accordingly. For example, Instagram may require a square format and quick cuts, while YouTube may allow for longer-form content.

Incorporating these tips into your video marketing strategy will help you create video content that is more likely to resonate with your target audience. Remember to keep it personal, compelling, and optimised for your intended platform.


In today’s digital age, humanising your brand is more important than ever. Customers are no longer satisfied with traditional marketing messages; they want to feel an emotional connection with the brands they choose to support. You can build meaningful connections with your target audience and stand out from the competition by implementing human elements like real people, personal stories, and emotional chords.

Humanising your brand requires a dedication to building relationships with your customers. This means providing them with excellent products or services and actively seeking to understand and cater to their needs. Whether it’s responding to a customer complaint with empathy and understanding or providing valuable content through your marketing campaigns, your goal should be to create memorable and meaningful connections with your audience.

By following these tips and prioritising human elements in your digital marketing efforts, you can create an authentic, relatable brand that resonates with your target audience and stands out in a crowded market.

This article was written by Creative Island's founder Filipe Bastos. Beyond being the owner of the studio, Filipe has a background in philosophy and psychology, and loves reading and writing about anything related to human nature. He brings his unique perspective and insights to the work he does, including creating engaging and effective animated explainer videos for startups and small businesses.

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