Índice de contenidos

This is the age of people. Brands really need to mutate to a “consumer first” focus. But this principle is not being easy at all, since in many cases it implies a total transformation for many of them. A change in mentality, in the way they relate to the environment, in the way they use technology, in how they generate experiences, in an effort to achieve better connection and engagement with all their stakeholders.

Innovation becomes part of the DNA of any brand and aspects such as automation and artificial intelligence are on everyone’s lips. Brands are increasingly struggling in an environment dominated by reality and virtual assistants.

Welcome to the future. According to Gartner, by the end of 2020, 85% of interactions with brands will not be with humans. Which means that brands acquire the ability to speak, and through artificial intelligence they achieve an automated conversational level.

A new framework where branding will evolve from a concept based on iconographic identity to human identity, promoted by digital environments.

A renewed virtual and real scenario at the same time, in which the brand is no longer a faceless icon, or without a voice, but evolves and acquires a human appearance, with a physical appearance, a gender, a way of expressing oneself and moving, a tone of voice and a specific language.

Customers no longer just want brands to talk to them, they want them to have conversations with them. And they must do it in a way that stimulates their emotions, an aspect that they will achieve by being more human and enhancing their ability to speak to them in a more natural and authentic way. But it turns out that nowadays there are already more devices than people, we are immersed in a digital world. How do you solve the human-digital equation?

With machines (devices) as the main channel for brand-people relationships, it seems that there is no choice but to think of a new form of communication, where dialogue also moves from writing to voice and from voice to experience.


It’s time for Human Brands, humanized brands, which present themselves as personalized, close, transparent entities and even as natural and imperfect as humans themselves. A great opportunity for those brands that want to optimize the long-awaited customer experience, being able to offer personalized attention 365 days a year, at any time and always according to the brand strategy.

Some such as Prada, Diesel or Moncler have already found in Lil Miquela a real tool for connecting the brand and its followers. Procter & Gamble has just announced the new face of its brand for its skincare solutions in Japan, it’s called YUMI. Very soon we will see how other big brands will transform themselves into humans, 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.

5 CHARACTERISTICS OF HUMAN BRANDS

  1. They care about what worries humans. They put them at the center of their decisions.
  2. They listen more than they talk. They analyze the information, process the data, and with that they have a better foundation for establishing conversations.
  3. They talk like humans. They do it with their own voice and in any language, facilitating connection in a global world.
  4. They have and maintain a clear personality, which inspires and connects with all those they are targeting.
  5. They create emotional connections. They are generous and seek to help their community in a way that is consistent with what they stand for.

The benefits of Human Brands are significant. A recent Forrester study showed that 57% of consumers would be more loyal to a human brand, increasing their satisfaction rate by 22%.

But above all, it should be noted that Human Brands must transform their mentality to ensure that, in substance and form, the brand is people.

 

Carlos Puig Falcó

CEO of Branward

Subscribe to our Newsletter