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As humans, we know that all the best relationships are built on trust. In business, it is trust that leads to loyal customer followings. So to be successful, brands must build ‘human’ relationships by making a connection with consumers and demonstrating they have human qualities. They need to be open and approachable. And consumers need to feel that they can reach them on a personal level; they need to feel they can relate to them.
Regularly review your strategy based on your customers’ needs, wants and trends. What do they want? What do they like? How are they leading their lives? The goal posts are constantly changing, and you must be flexible and willing to change with them.
Each one of us has a unique personality and voice. A brand must have this too because it will make it more human. A brand’s voice must be in tune with the name, values and image it wants to portray. So think to yourself, does my brand need to have a formal or casual voice to connect with my audience? Will some humour work? Or do I need to be authoritative to fit in with my brand image? If you’re selling a nurturing product or service, be kind and caring. If you’re targeting fitness fanatics, be motivated and high-energy.
Engage with your customers by encouraging them to write reviews, share content and talk about your brand. Spark conversations with news or competitions, or freebies. Get people engaging with your brand and spreading the word.
Keep everyone up to date with your story – post blogs, produce videos and share pictures. Don’t just say what is happening – give them proof and show them. And don’t stop at company news – show the humans behind the brand by sharing employee stories or posting behind-the-scenes videos or interviews.
Lots of us check out influencers before we buy. Why? Because social influencers are real people, and they are ‘in the know’. They are also honest. So if an influencer is a fan of your brand, make use of their already established relationships and let them reach out for you.
Make sure every post is signed by the person who created it. Consumers will see that real people are behind this brand, and this will make them feel more connected.
Personalise your marketing wherever you can. For example, add names to automated emails or use direct language like ‘you’ rather than ‘we’ or ‘I’. Respond to complaints individually, don’t copy and paste standard messages, consumers will see through this and switch off.
Welcome new customers personally with a welcome letter or gift, or show loyal customers how much you value them by sending them a birthday or Christmas card. In our busy lives, it’s easy to forget what we have seen or heard, but if something makes us feel good or surprises us, we’ll probably remember it.
Admit your mistakes, share your failures. Be transparent and own up if you made the wrong decision. Consumers will sympathise because you are being human. This honesty will earn you trust.
No need to air your dirty laundry and share the nitty-gritty, but do share personal stories of overcoming failure or facing challenges.
Be honest, be fair, be human.
Creating a truly human brand means more than polished messaging—it’s about building trust, introducing your team, and interacting in real, personalised ways (from sharing stories and employee voices to responding genuinely to feedback).
At Bombora, our livestream events, webinars, and branded content production services bring your values—and the people behind them—to life. Whether you want to feature real stories, host candid Q&As, or showcase your team in action, we’ve got the creativity and technical expertise to deliver with authenticity and flair.
Let’s chat about how we can help your brand connect on a human level through compelling, well-produced experiences—get in touch with us at info@bombora.tv or call +44 20 3176 7135 today.
Updated: 30th of July 2025