Have you ever been stumped by a CAPTCHA tests? You know CAPTCHA tests, right? It’s those pop up ‘are you a robot’?’ challenges where you’re asked to identify which images have chimneys or traffic lights or palm trees? CAPTCHA is to see if you’re a human or a robot.
I see a lot of brands acting like robots and it got me thinking: is it EVER okay to express humanness as a brand?
Of course it is.
It’s actually a branding best practice.
Ok. *What kinds of humanness is good for a brand to express?*
Here’s a short list:
-Empathy. Always appropriate.
-Your brand values and where your clients will experience those values.
-The emotional needs your work addresses and how.
And that’s just a start.
Human brains are hard-wired to connect via emotion. Unfortunately, there are lots of brands abusing folks with that scientific knowledge. I want to see more good brands run by good people (hi YOU) sharing their humanness.
And I don’t just want you to express your humanness to connect. I want you to aggressively express your humanness to connect.
Before you can do that, you have to become aware of what your brand actually is and is not. Want help finding that? I’d love to help.