Branding is the discipline that allows us to give meaning to an organization, company, product or service by creating and configuring a meaning associated with a brand in people’s minds, providing a reason to choose it over its competition, clarifying what it is and what it is not in particular.

Different tools have always been used in its performance. Starting from the brand strategy, through the creation of a verbal and visual identity, developing its communication, taking a role through sponsorships, taking advantage of the potential of packaging, etc.

What happens is that at the end of 2020 it is necessary to contemplate a new scenario because, as José María Pujol rightly points out, the future of brands is conversational. Voice assistants and Voice Commerce are already a reality, and without a doubt they condition the way in which brands relate to their audience. By 2020, 50% of online searches are expected to be conducted by voice. And if we add to this factor the revolution led by artificial intelligence, or machine learning, we are facing a revolution comparable to the one generated by the Internet at the time.

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According to Gartner, by the end of 2020, 85% of interactions will not be with humans. Therefore, and in the eyes of branding, it is necessary to evolve the traditional conception of a brand based on what we could call an iconographic identity to a human identity. Today every brand needs to clearly define what its personality is because in order to survive it will be doomed, in a short space of time, to transfer it to an avatar, a humanized identity that will stand up for the brand, literally. This means that we’re going to start using technology in a truly human, individual-centric way, because we know that brands are created by people for people.

Traditionally, it has been humans who have had to adapt to the requirements of machines. But in recent years, the opposite has been true. Technology is capable of thinking for itself, learning and adapting. This is the key to emerging voice systems that interpret human language.

So how can a brand be human in such a digitized world?
Well, it turns out that customers perceive brands the same way they perceive people. They are looking for the same realities and the same information when they relate to a brand as they do to a person. For this reason, brands have no choice but to incorporate or reinforce the variables of the human personality, as well as their behavior, to create real moments of connection with their audience.

To achieve this, it will be necessary to carry out an exhaustive work on brand strategy, incorporating a specific tool for the coding of your personality. There are six elements that make up the Brand Personality Palette: traits, characteristics, emotions, behaviors, relationships, and framework of action.

It is time for Human Brands, humanized brands, which present themselves as personalized, close, transparent and even as imperfect as humans themselves. A great opportunity for all those business corporations that have been apparently detached from society, can now establish new relationship links. But it is also a great opportunity for those who want to optimize the long-awaited brand experience with customers, being able to offer personalized attention 365 days a year, at any time and always according to brand variables.

And what can we say about the most advanced companies such as Prada, Diesel or Moncler, which have already found in Lil Miquela a real tool for connecting the brand and its followers. In case anyone doesn’t know her, she’s a 19-year-old avatar with more than 1.6 million followers on Instagram. Among his latest actions is the controversial lesbian kiss with royal model Bella Hadid, in a campaign made for Calvin Klein.

Very soon we will see how big brands will become human, creating new formats of relationship with their customers. Maybe in some cases we won’t even know, but we will interact with avatars with a human appearance, a human voice, and thanks to artificial intelligence they will be able to have a human conversation with us.

The future of branding is conversational and makes it necessary for brands to prepare for it.


Carlos Puig Falcó

CEO of Branward®


Photos: Shutterstock


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