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Humanizing your brand means you being human

Too often we forget that change needs to happen internally (our own behaviors) before we can expect anyone else to follow suit. It’s like the manager who emails his team during the midnight hours but preaches work life balance on Monday morning. It’s a valuable life lesson well beyond the little world of “social business” that we all live in. Just ask any parent.

We, in this space, talk a lot about the need for business to become more “human”, preach the humanization of brands, throw the “trust” word around carelessly and beg for transparency. But the truth is a brand or business will never completely reach humanity; unless employees within the organization first change their own behaviors, starting from the CEO on down to the customer support agent. And even then, it’s still just a business or data driven marketing program.

This means that the business leaders have to do more than just say, “hey, we are a social business” but actually exemplify the behaviors they are preaching to the rest of the organization. In other words, they should:

  • put their money where their mouths is

  • write their own blogs, tweets

  • stop having the department admin write important team memos

  • hold teams accountable for collaboration

  • get out of their offices and collaborate with everyone

  • trust employees

One thing is for certain. Behaviors travel across the organization through copying and imitation. And when business leaders change the way they work and communicate, it’ll hopefully spread like an epidemic and everyone else will eventually follow. Then, we can have a more meaningful “humanize the brand” conversation.


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