From brand to people: how human branding defines tomorrow's marketing

Introduction: a new direction for brands

Consumers increasingly expect sincerity, familiarity and a personal approach from brands. The traditional, detached approach to marketing no longer works as it used to. Therefore, successful companies are shifting their focus: from corporate to human. We call this strategic shift human branding an approach in which the brand acts as a human being, with character, emotions and its own story.

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What exactly is human branding?

Human branding means showing human characteristics as a brand: empathy, humor, vulnerability and authenticity. It's no longer just about the services or products you offer, but how you feel and communicate as a brand. Think of brands that make you feel like you are talking to a person - not a company.

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Related terms include human brand identity, emotional brand building, empathetic brand story and brand personality.

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Why more and more brands are choosing human branding

1. People trust people

A brand without a face or story is hardly credible these days. Customers build trust faster if they can associate a brand with real people, clear values and transparent communication.

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2. Emotion creates connection

A human brand speaks not only to the mind, but more importantly to the feelings. That emotional connection is what binds people to a brand. Brands like Tony's Chocolonely or HEMA know exactly how to do that: with humor, vulnerability and a clear mission.

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3. From sales to relationship

Where traditional marketing was about selling, human branding is about building relationships. Through social media, storytelling and personalized approaches, human brands stay top-of-mind and create loyal fans.

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Examples of brands that put humanity first

• Coolblue: addresses its customers with humor and genuine service, as if you were talking to a helpful friend.
• Tony's Chocolonely: showcases employees and mission in a way that feels raw and real.
• Picnic: knows how to hit the human tone with simple, accessible communication - including in their app and delivery process.

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How do you apply human branding?

Start at your core: who are you as a brand? What are your values, tone and story? Then translate that into:

• A natural tone-of-voice.
• Visual language that radiates warmth and authenticity.
• Narrative content that touches, inspires and invites interaction.
• An engaged attitude in customer contact and communication.

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Human branding as a marketing standard

This approach is not a temporary trend. Human branding is the new norm for brands that want to stay relevant in a changing society. It allows you to stand out in a crowded marketplace - not by shouting louder, but by communicating more humanly.

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Conclusion: make your brand feel like a person

Whether you are big or small: as a brand, dare to show who you are. Speak with character, show emotion and build real relationships. Because in the end, people don't choose companies, they choose people. And human brands make the difference.

TMC Media helps make your brand human

As a brand, do you want to really touch and connect? At TMC Media, we'd love to help you develop a human brand identity. From tone-of-voice and visual style to storytelling and campaigns that resonate, we make sure your brand feels like a person, not a logo.

Contact us for a conversation about how human branding can strengthen your marketing strategy.

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