Due to the rise of tech platforms, consumers now rightly expect to be able to reach brands in the way that’s most convenient for them. While that’s an enormous opportunity for brands, it also presents some unprecedented challenges around ensuring consistency of voice and managing relationships on a consumer’s own terms.
Chief among those challenges, however, is the need to appear human and sympathetic at the scale enabled through technology. In October last year, customer engagement platform Braze commissioned research designed to identify the attributes that make a brand feel human, and measure the uplift that it can have when it is done effectively.
As a result, the Braze Brand Humanity Index report has identified three types of communication that help a brand appear human: Natural, considerate, and personal.
Brands that speak with authenticity and appear considerate of the context in which they are reaching consumers typically see a greater uplift than those than only follow one or two of those behaviours: ‘human’ brands enjoy a 19 percentage point boost in how likely they were to be “loved” by customers, outperforming non-human brands by 20 percentage points on “likelihood to recommend.”
At an Advertising Week roundtable in March, representatives from some of the biggest brands in the UK discussed the opportunities and potential pitfalls of making brands more human and pulled out some practical lessons in implementing those three tenets of human communication. The key takeaway, both from the report and the roundtable, is that there are considerable benefits to brand humanity - provided it is done correctly.