This statement will sound obvious, but it often gets overlooked — your customers are actual humans. They’re not an idea of a human.
Our humanity makes us complex, emotional, and imperfect. We naturally gravitate towards brands that reflect who we are. As in friendship and love, we connect with like minds. We are loyal to those who make us feel safe and positively impact our lives, and our relationships have more strength when founded on truth.
Our relationships with brands are similar — we subconsciously seek shared values and beliefs, which makes brand resonance highly personal. For brands, this means approaching customers on an authentic, human, and emotional level is vital to generating true connections and fostering lasting trust and loyalty.
I will caveat that authenticity can be “a double-edged sword.” We don’t want to appear vulnerable in a way that doubts a brand’s credibility. As with many things, setting boundaries and avoiding risks that may cause potential harm is important. However, there are many benefits to embracing human quirks, and a few brands have executed it beautifully.
For example, Apple aims to appeal to creative thinkers who value originality. Apple’s 1997 Think Different marketing campaign welcomed “The misfits” cohort. It was genuine and passionate and was one of their most successful.
This famous quote from Apple's campaign resonated deeply in the hearts and souls of their target audience:
"Here's to the crazy ones. The misfits. The rebels. The troublemakers. The round pegs in the square holes. The ones who see things differently. They're not fond of rules. And they have no respect for the status quo. You can quote them, disagree with them, glorify, or vilify them. About the only thing you can't do is ignore them. Because they change things. They push the human race forward. And while some may see them as the crazy ones, we see genius. Because the people who are crazy enough to think they can change the world, are the ones who do."
On a more recently relatable note, Fitness Blender, created by husband/wife trainers Kelli and Daniel Segars, is a personal favorite and is one of the most-watched fitness channels on YouTube.
Fitness Blender prioritizes health through unbiased workouts, impartial nutrition information, and a foundational belief that smart workouts and healthy whole foods can improve the quality of life, mind, and body.
But to many of their subscribers, including me, their most appealing brand characteristic is being open about their weaknesses and shortfalls. They do entire workout routines alongside their audience, huffing and puffing, turning red, and complaining for sets to end. They’re human and imperfect and are not afraid to show it. Bloopers at the end of their videos and comments such as “I have to do the warmup for a second time because I forgot to record” keep me (and their 6M+ YouTube followers) coming back day after day for the imperfectly perfect workouts.
Good brands are honest. Brands that consistently communicate and present themselves authentically build lasting emotional connections with those who trust and relate to them.
Brands should approach their customers on a human and emotional level to generate true resonance and foster lasting trust and loyalty. Embracing the imperfect side of human behavior makes you more relatable to your customers and builds authentic connections with the right audience.
