humanizing brands: how to build a business that connects from the heart
TRANSCRIPT
Humanizing brandsHOW TO BUILD A BUSINESS THAT
CONNECTS FROM THE HEART
Hello! I’M
✖ Why we judge brands like humans - and how this will impact the way we think about our business.
✖ Why it is important for us to see and feel life from our customers’ shoes.
✖ A simple (and magic!) formula that will transform the way we interact with your customers.
✖ 10 relevant and simple ways to deliver a brand that connects from the heart.
WHAT WE ARE GONNA LEARN TODAY!
3 QUESTIONS TO START!
Your Name?What do you do?
A brand that you kind of feel “something weird”?
Why are we making these judgments?
In order to build human brands, we first need to understand Humans.
2.5 Million Years ago
“What are your intentions toward me”
SOURCE: The Human Brand: How We Relate to People, Products, and Companies. Chris Malone, Susan T. Fiske
“How capable are you of carrying
out those intentions?”
do you have a genuine concern
for me and others?
ARE YOU CAPABLE TO
DELIVER WHAT YOU PROMISED?
do you understand who i am, what are my fears and
dreams?
“DO YOU FOCUS MORE ON MONEY RATHER THAN THE DIFFERENCE YOU ARE TRYING TO
MAKE IN MY LIFE?”
“DO YOU DISAPPEAR AFTER I MAKE THE PAYMENT?”
“CAN I TRUST YOU?”
“WHO TRIED YOU BEFORE?WHAT THEY SAID?”
“DO WE HAVE THINGS IN COMMON?”
“DO YOU THINK LIKE ME?”
50% of all purchase intent and customer
loyalty can be explained by these basic human perceptions, before any features
or benefits being considered.
SOURCE: The Human Brand: How We Relate to People, Products, and Companies. Chris Malone, Susan T. Fiske
THE THING IS...People don’t fall in love for your product or service. They fall in love with how this product or
service make them feel.
When customers feel that you understand them, you
create connection.
EXCERCISE!1. divide by groups, pick one of the brands bellow.2. put yourself as the costumer shoes of this product/service.3. answer the question: what this product/service make me feel?
one idea per postit!
NOW LETS GO DEEP!“What stresses me out
on a regular basis?”(related to this product / service context)
one idea per postit!
NOW LETS GO DEEP!“What am I saying to myself in my head in the minute I am buying/getting this
product/service?”
one idea per postit!
NOW LETS GO DEEP!“What are the worst case scenario that could happen in my life if I do
not have this product/service?”
one idea per postit!
Friends
good job!!!!!Now we have everything we need to change the way we connect to our customers!
The better you understand your people, the easier you will be able to connect
with them and more successful and profitable you will be.
70%
of buying experiences are based on how the customer feels they are being treated.
SOURCE: Mackinsey Study
SOURCE: Mackinsey Study
“here is a simple, but powerful rule: always give people more
than they expect to get.”Nelson Boswell
SOURCE: Mackinsey Study
HOW?
SOURCE: Mackinsey Study
LOVE
SOURCE: Mackinsey Study
How can you put so much love and so much attention and care to every customer touchpoint?
THE LOVE CANVAS
SOURCE: The Human Brand: How We Relate to People, Products, and Companies. Chris Malone, Susan T. Fiske
“I want to have all my music with
me all the time (for free!)”
“To sing perfectly all the musics I
love”
Dreams“I want to
have a setlist of my life”
“I want to have all the music
available in the world with me
all the time (for free!)”
“To visit Latin
America”
“I dont want to feel an auncle, that does
not know what is happening in the world of music.”
“My sexual life sucks, and I have no idea
how to improve it.”
“If the music is not good, my party will be a disaster!
(and I AM NOT A DJ!)”
FEARS
“Horoscope and Spirituality”
“Sports and running”
Passions
“I love sports and running”
“Always be in a good mood”
Beliefs“You need to be
nice with people”
“Let’s be positive!” “I love life!”
“Let’s be positive!”
“I dont want to feel an auncle, that does not know
what is happening in the world of music.”
“My sexual life sucks, and I have
no idea how to improve it.”
“I cant imagine how boring will be my party
without great music(and I AM NOT A DJ!)”
“I want to have all the music
available in the world with me all
the time (for free!)”
“To visit Latin
America”
I believe that life should be lived with a
positive mood
Running
Horoscope
Let’s be positive!
We will send the canvas via e-mail.Please use, share, test, build over it…(and let me know how i can improve!)
10 relevant and simple ways to deliver a brand that connects from the heart.
1
dont be selfish
2
Speak like a human(USE THE “FRIEND-FILTER”)
X
3
Dont be complicated
4
Care about people
Exposure has special plans for charity organizations
Mint has a blog where they share smart ways to take care of your money
5
Talk to one person(NOT TO A GROUP)
6
give things for free
7
Don’t Disappoint
8
Surprise all the time!
Weight watchers give reduced fees to members who hit their target
9
Show your human side
DU
TAKE THE SURVEY!http://wistia.com/blog/content-and-events-survey-2013
10
LOVE YOURSELF
Thanks
[email protected]@romully