In an era of automated messaging and corporate jargon, developing a humanised brand voice is essential for fostering genuine relationships with your audience. By creating a relatable and authentic tone, brands can resonate on a deeper level, inspire trust, and encourage meaningful dialogue. This approach goes beyond traditional marketing, focusing on empathy, transparency, and personality to stand out in a crowded marketplace.
What is a humanised brand voice?
A humanised brand voice embodies the tone, language, and personality of a real person rather than a faceless corporation. It reflects the brand’s values, acknowledges the audience’s needs, and communicates in a way that feels approachable and authentic.
Examples of a humanised brand voice:
Conversational social media posts: Engaging audiences with casual language and humour.
Empathetic email marketing: Addressing challenges your audience faces and offering solutions with warmth.
Relatable customer service: Responding to inquiries in a personable and understanding tone.
Why a humanised brand voice matters
Fosters trust: Authentic communication builds credibility and transparency.
Encourages engagement: Relatable content invites interaction, shares, and feedback.
Strengthens loyalty: A brand that feels human creates deeper emotional connections with its audience.
Differentiates the brand: A unique voice sets you apart from competitors using generic messaging.
Drives advocacy: People are more likely to recommend brands they relate to and trust.
Key elements of a humanised brand voice
Authenticity
Speak honestly and align your tone with your brand’s values and mission.
Example: A sustainability-focused brand avoiding overly polished messaging in favour of genuine transparency about its environmental impact.
Empathy
Understand and address your audience’s emotions, challenges, and aspirations.
Example: A financial services company providing supportive advice during economic uncertainty.
Consistency
Maintain a uniform voice across all channels to reinforce brand identity.
Example: A tech startup using the same approachable tone on social media, emails, and customer support chats.
Personalisation
Tailor your messaging to reflect individual audience preferences and behaviours.
Example: A streaming service recommending shows in a conversational tone based on viewing history.
Storytelling
Use stories to make your brand relatable and memorable.
Example: A small business sharing its origin story to connect with customers on an emotional level.
Steps to develop a humanised brand voice
1. Define your brand personality
Outline your brand’s traits as if it were a person. Consider its tone, style, and how it should make people feel.
Example: A playful, creative tone for a children’s toy company.
2. Understand your audience
Research your audience’s language, preferences, and communication style to align your tone with their expectations.
Example: A fitness app using motivational language to inspire its health-conscious audience.
3. Develop a tone of voice guide
Create a guide that defines your brand’s tone, preferred vocabulary, and examples of how to handle different scenarios.
Example: A document specifying a professional yet friendly tone for a B2B SaaS company.
4. Embrace conversational language
Avoid jargon or overly formal language, and communicate in a way that feels natural and approachable.
Example: A coffee brand replacing “our offerings” with “our coffee lineup” to sound more relatable.
5. Use multimedia to humanise
Incorporate visuals, video, and audio that reflect your brand’s personality and values.
Example: Behind-the-scenes videos showcasing your team’s daily life to add a personal touch.
6. Iterate based on feedback
Monitor audience responses and adjust your tone and style to ensure it resonates effectively.
Example: Refining your social media voice based on engagement metrics and comments.
Examples of a humanised brand voice in action
E-commerce
A clothing brand sharing light-hearted captions on social media while showcasing customer stories.
Technology
A SaaS company using approachable language in onboarding emails to simplify complex features.
Healthcare
A wellness brand offering empathetic blog content addressing mental health concerns.
Non-profits
A charity sharing heartfelt stories of the impact donations have on individual lives.
Benefits of a humanised brand voice
Improved audience connection: Relatable messaging makes audiences feel valued and understood.
Higher engagement rates: Approachable language encourages interaction, shares, and comments.
Enhanced reputation: Authenticity fosters trust and positions your brand as credible.
Increased retention: Emotional connections lead to stronger audience loyalty.
Organic advocacy: People are more likely to recommend brands that feel personable and genuine.
Challenges of maintaining a humanised brand voice
Balancing professionalism and relatability: Finding the right tone to suit your audience and industry.
Scaling consistency: Ensuring all team members adopt the brand voice across channels.
Avoiding over-familiarity: Staying approachable without losing credibility.
Navigating sensitive topics: Maintaining empathy and tact when addressing delicate issues.
The future of humanised brand voices
As audiences demand more authenticity, humanised brand voices will evolve to incorporate:
AI-driven personalisation: Delivering real-time tailored communication that feels genuinely human.
Diversity in storytelling: Representing broader perspectives to resonate with diverse audiences.
Interactive content: Engaging audiences with conversational AI, chatbots, and live events.
Ethical communication: Ensuring transparency and respect in all messaging.
Final thoughts
A humanised brand voice isn’t just a marketing tactic—it’s a way to create genuine, lasting relationships with your audience. By speaking authentically and empathetically, you can stand out in today’s crowded landscape and build a brand that people truly connect with.
FAQs: Humanised brand voice
How does a humanised brand voice differ from a traditional brand voice?
A humanised brand voice focuses on relatability, authenticity, and conversational language, while traditional brand voices often prioritise formality, professionalism, and corporate tone. The humanised approach aims to create personal connections, fostering trust and engagement.
Why is a humanised brand voice important for audience engagement?
A humanised brand voice resonates more effectively by:
Making the brand feel approachable and relatable.
Encouraging dialogue and participation from the audience.
Strengthening emotional connections, which drive loyalty and advocacy.
How can small businesses develop a humanised brand voice?
Small businesses can create a humanised brand voice by:
Defining their brand personality and values.
Using conversational and jargon-free language.
Sharing personal stories or behind-the-scenes content.
Actively engaging with their audience on social media.
Can a B2B brand benefit from a humanised voice?
Yes, B2B brands benefit significantly from humanising their communication by:
Building trust through transparent and relatable messaging.
Simplifying complex topics with conversational language.
Enhancing relationships with decision-makers who appreciate authentic communication.
How do you maintain consistency in a humanised brand voice across channels?
To maintain consistency:
Create a tone of voice guide for all team members.
Use templates and examples for common scenarios.
Train teams to align with the brand’s voice.
Regularly audit content to ensure adherence to the established tone.
What are some common mistakes to avoid with a humanised brand voice?
Avoid these pitfalls:
Being overly casual in serious or sensitive situations.
Using humour that doesn’t align with your audience’s preferences.
Overpersonalising content to the point of losing professionalism.
Failing to adapt the voice for different contexts or channels.
How do you measure the effectiveness of a humanised brand voice?
Track these metrics to gauge effectiveness:
Engagement rates: Likes, shares, and comments on social media.
Audience sentiment: Feedback from surveys or comments indicating a positive reception.
Customer retention: Increased loyalty due to improved emotional connections.
Brand perception: Audience recognition and association with authenticity.
Can AI tools support a humanised brand voice?
Yes, AI tools can help by:
Personalising communication based on audience behaviour.
Generating conversational content that aligns with your brand voice.
Offering insights into audience preferences for tone and messaging.
What role does empathy play in a humanised brand voice?
Empathy is essential for:
Addressing audience pain points with genuine concern.
Crafting messages that acknowledge and respect emotions.
Building trust by demonstrating understanding and care.
How does storytelling enhance a humanised brand voice?
Storytelling makes your brand voice more relatable by:
Sharing experiences that reflect your brand’s values.
Highlighting customer stories to connect on a personal level.
Using narratives to simplify complex ideas and foster emotional engagement.
