brand marketing mclaren vale how to build brand loyalty

Are you a human brand?

Think about the brands you love the best. What kind of relationships do they have with their customers? 

I’d be prepared to bet my favourite bottle of wine (this is McLaren Vale after all!) that they share at least some of the following characteristics:

  • They listen as well – or better – than they talk
  • They have a clear picture of who their customers are, and what matters to them
  • They ‘fess up and apologise when they’ve made a mistake
  • They communicate with you in your language, and in the places where you like to spend your time
  • Their brand experience lives up to their brand promise: regardless of whether you’re on their premises, on social media or talking to their customer service people.

If the list sounds familiar, it’s because these are precisely the sort of characteristics we look for in the people we love, too. You know: someone who listens, who gets where you’re coming from, who likes to hang out at that grubby retro coffee shop just as much as you do. Someone who you enjoy communicating with – face to face, on the phone, via social media – whether it’s a shared furtive grin, or a heartfelt moan about your new neighbour’s dog.

So this is what we’re here to do: to help brands connect with their customers: more deeply, more authentically, and in a more human way. In the next blogs we’ll share tools, insights and advice to help you do this, as well as some inspiring examples of brands that are leading the way.

Tell us

What other characteristics have you noticed about great brands? I’d love to hear what you think.

Want to know more?

Contact us, or read more about what it means to be a human brand.

2 replies
  1. Minter Dial says:

    Here are a couple of other characteristics that I look for in “human” brands: (1) the employees are the brand’s #1 die-hard fans; (2) at some level, a ‘human’ brand is not for everyone and they prefer it that way (which is probably a part of your second point above).

  2. Emily says:

    Hi Minter: great to hear from you.
    YES!!! Completely agree about the die-hard fans. And it’s a ‘from the heart’ type of fandom, too, right? (Not just a ‘smile for the punters’ pseudo-passion that gets switched off at 5.30 every day.) I think for employees this often comes – among other things – from understanding what your brand stands for, in a way that makes you truly feel part of it.
    And I get your point that human brands aren’t going to please all the people, all the time. I think what you’re saying here is that sometimes customers just want a quick, clean, transactional exchange, right? I’m thinking in this instance that the ‘human’ element comes from understanding your customer so well that you can give them what they want, how they want it, and in the way that they want it. And if that means a clean, quick transaction, with no bells and whistles, then great: so long as you’re engaging with the customer on their terms, rather than yours.
    Love to hear your thoughts, thanks again for your contribution.

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