A brand is an entity that people engage before ever becoming a customer.
This engagement could be with a social media post, a blog article, a how-to video or any number of touch points a brand may have with its audience.
If, when you engage with a brand, it feels like you’re speaking with a corporate entity with no feelings and no personality, you’re far less likely to want to continue that engagement.
If, on the other hand the engagement feels human, if the content is written in a human voice, the how-to video displays some personality or the social media post oozes character, you’re far more likely to want to stick around.
The days of corporate speaking entities are gone.
Brands today need to be more human than they’ve ever been before.
It needs beliefs, values, ideas, attitudes and opinions, which make human connections and establish real relationships.