Brand Trend - The Humanised brand
January 25, 2016
Over the last year we have seen an onslaught of brands trying to compete for real authenticity. To really create their own unique narrative, we have seen a large number of brands changing the way they communicate with audiences by speaking in more human terms. Language that is simplified, personal, friendly and humorous, helps to connect brands with audiences that don’t have time to read complex and unauthentic manuscripts. By squeezing emotion into all touchpoints, we as consumers feel like we have not only engaged with a brand but a new friend. Here are some examples of brands doing it well.
This clever project from Interbrand sees the cars guide split into two personalities - The mechanic who is straight-up, simple and to professionally the point and then guide, who is a little more cheeky, witty and rough around the edges. Each is represented throughout communications by two different styles of type and language, which makes for a fun and easy way to communicate with audiences.
This coffee scrub has girls all over the world posting shower selfies to a community of over 6000,000 like-minded scrubbers. The brand cleverly poses as an honest and humble guy (Frank, to be exact) who uses cheeky language such as “Take my top off” and “Turn me on” to describe its products. He also refers to each of his audience members as “babe” and posts pictures of them in the shower - somehow all of this seems completely unsleasy.
This brand takes empathising with its audience to a whole new level. The concept is simple, packaging presents consumer problems as a cry for help - “I can’t sleep” for sleeping tablets, “I’ve cut myself” for bandaids and “I have a headache” for paracetamol. The brand uses humour to take the personalisation to the next level, by channeling more complex issues on their social media accounts. “Help I opened a peanut and there was no peanut inside”. “Help I am seasick in my soul”. “Help I lied about my height”. “Help i have blood on my sleeve and I don’t think i am bleeding”. The list goes on with no solutions, yet help to build a human character around the brand.