Let’s be honest: most people don’t wake up excited to see another marketing campaign. We scroll past ads. We delete emails. We fast-forward through sponsored content.
So, what actually makes someone stop and pay attention?
It’s not the perfect design or catchy slogan (though those help). It’s when a brand feels real. When it sounds like there’s a person behind the message, not a robot with a marketing degree.
More than ever, people crave authenticity. They want to connect with brands the same way they connect with people: through honesty, empathy, and shared values. In other words, they want your brand to feel human.
What It Means to Be a “Human” Brand
Being a human brand isn’t just about sounding friendly on social media. It’s about building trust, showing up consistently, and being willing to show some vulnerability. Think of it like this: would you rather talk to someone who only brags about their achievements, or someone who’s honest, listens, and isn’t afraid to say, “Here’s what we’re still figuring out”?
That second one? That’s the brand people stick with.
Human brands share their story, not just their stats. They show their people, their purpose, and the values that guide them. And they don’t just talk about doing good, they show the receipts.
Take a look at our approach. The focus isn’t just on what we do, it’s on why we do it. Our work reflects not only creative expertise but a real commitment to helping clients connect with our audiences in honest, impactful ways.
Why Authenticity Builds Loyalty
According to a recent study, over 80% of consumers say trust plays a major role in their buying decisions. That trust? It doesn’t come from flashy branding. It comes from consistency and transparency.
Let’s say your brand champions sustainability. That’s awesome, but are you showing how your products are made? Are you being honest about where there’s still room to grow?
Or maybe your company values mental health. Great, but are you offering flexibility for your team? Sharing stories from people behind the scenes?
When your actions match your words, people notice. And when you’re honest about where you’re still learning, they appreciate that even more.
Speak Like a Human
One of the easiest (and most overlooked) ways to humanize your brand is to write the way people actually talk. Skip the jargon. Cut the corporate fluff. Say what you mean, and mean what you say.
Whether you’re sending an email, posting to Instagram, or writing a headline, imagine you’re talking to a friend. Not in a forced way, but in a “Hey, we get it, and here’s how we can help” kind of way.
Some of the most successful brands today, like Mailchimp, Duolingo, and even Wendy’s, have found huge followings by leaning into voice and personality. But they back it up with values and consistency. Being funny or casual won’t matter if people don’t trust you.
So… Is Your Brand Human Enough?
Ask yourself:
- Are we showing up with real voices, not just marketing speak?
- Do our values shine through in our actions, not just our taglines?
- Are we willing to be transparent, even when things aren’t perfect?
If the answer is yes (or at least, “we’re working on it”), you’re on the right track.
The brands people remember, the ones they keep coming back to, aren’t the most polished. They’re the most real. And in a world of noise, being real is your superpower.