Looking at a logo all the time is not a positive experience for the user and, in fact, can cause some suspicion or distrust.
Even in modern businesses, such as SaaS (Software as a Service), it is essential to show the work team to generate trust , closeness and, in general, project a human and not purely corporate image.
Identifying each employee by name and surname and showing at least a small photograph of them is key to demonstrating that behind a company and its services there are ordinary people who feel and suffer, just like the user or consumer.
A good example of this practice is provided by Mailchimp , the well-known E-mail Marketing company.
He frequently posts videos of interviews with his collaborators and their interactions in the work environment on his YouTube channel.
“When I hear the word customer..”
Which brands have managed to humanize themselves to generate connections and trust?
Throughout history, especially in recent decades, we have seen how different brands have managed to humanize themselves by being sincere, natural, creative and unique. Some of them are:
Netflix
This brand is the face of a giant entertainment corporation with annual revenues in the billions of dollars, and yet it has managed to present itself as human and approachable.
How has he done it? One of the keys has been his sense of humour, especially with his crazy (and sometimes off-key) comments and posts on social media, especially on Twitter.
Yes, in some cases Netflix's tweets have caused some people to be upset, but isn't it human to err?
Among his simplest, most spontaneous, and also most human comments on the blue bird social network are “God created the seventh day to finish pending seasons” and “If he changes a party plan for one of pizza and Netflix it is because he truly loves you.”
Coca-cola
This is one of the examples of brand humanization that we can find even before the rise of the Internet.
For more than 100 years, the brand of this popular slovenia mobile database soft drink has created a true bond with users by evoking feelings and being original.
Throughout its history, Coca-Cola has tried to show us that, in general, “life tastes good,” instead of focusing solely on highlighting the attributes of its flagship drink.
FedEx
To become more humane, FedEx had to realize that it doesn't just transport packages, but small treasures from different people.
In its interactions and communications, the brand focuses on conveying that it understands the meaning of users' shipments and parcels.
In addition, it generates trust through constant interaction on social networks and the creation of reward programs for the use of its services.
One notable FedEx campaign was this one, called "What's Inside?":
- Board index
- All times are UTC
- Delete cookies
- Contact us