The pitfalls of ‘humanizing’ your brand

Essentially—and, one would hope, unsurprisingly—authenticity is about being who you say you are, doing what your marketing says you do, and, in an age of transparency, giving customers the ability to scratch the surface and see that your gold bracelet is solid the whole way through.

Yet many brands are too focused on the paint job and the cheap, gold-plated jewelry. They’re attempting a quick fix instead of the broader refocus that authenticity requires.

What is that quick fix often called? “Humanizing the brand.”

That’s a shortcut taken by brands that are unwilling or unable to make the more transformative changes that are inextricable from the authentic approach their customers demand. It’s about tugging the heartstrings to attempt to ensure that people can’t see the marketing through the tears.

Many organizations have attempted to “humanize their brand” so they can more convincingly and engagingly conduct conversations with customers online. It’s a sensible reaction, and as part of a broader strategy, it’s positive. A corporate press release doesn’t really cut it on Twitter, but a brand with wit and confidence can be a hit.