FAQs: Humanizing Brands
Telling compelling, human-centered stories is at the heart of every campaign here at TTC. We focus on creativity grounded in humanity—in fact, our mission as an agency is to humanize brands.
What does that mean exactly? We’re glad you asked. Let’s break down three Frequently Asked Questions we receive about humanizing brands.
#1 What does it mean to humanize a brand?
Humanizing a brand means making it more approachable, relevant, and personable to its consumers. We do this through creative anthropology, or applying the human experience to solve brand problems.
Most marketers understand that campaigns need to be tailored to consumers—but we go a step further. We locate the beating heart within a brand and use our Collective Intelligence Process to discover the innermost desires of its audience. The process digs into relevant cultural movements to create a personal, worldly connection between a brand and its consumers.
#2 Why take this extra step?
Our additional research of the audience, industry, and culture allows us to gain insights into how consumers think and behave—enabling us to create more personable, relevant campaigns.
Let’s look at our campaign for Culturelle® Probiotics, “The Difference is Culturelle.” Research told us that our target audience—millennial moms—wanted a realistic approach to managing daily health in their extremely busy lives. They also relied on health advice and reviews from credible sources representing their values. With this in mind, we partnered with mom, actress, and entrepreneur Jessica Alba to demonstrate the ease and efficacy of trusting Culturelle during her busy routine.
#3 How does humanizing a brand benefit it?
Humanizing a brand can shift an audience’s perception of it. By aligning with their consumers' attitudes, brands can be more memorable, relatable, and buyable.
Our research for small medicine brand Genexa told us that millennial parents were fed up with Big Pharma and its excessive ingredients in kids’ pain and fever medicine—so, we empathized with this consumer frustration in our disruptive “Give an F” campaign. In an era of demand and accessibility, we took the audience’s desire for an alternative to Big Pharma and gave them a brand that shows their care and devotion to consumers through clean, all-natural ingredients. We successfully positioned Genexa as the leader of the clean medicine movement, making the brand stand out in an industry of giants by defining what it means to really give an F about ingredients.
Following the campaign, Genexa became the #1 selling kids’ pain and fever medicine on Amazon, with 74% of viewers recalling the brand after a single viewing of the commercial. Consumers viewed Genexa as revolutionary, forward-thinking, natural, and rebellious, proving that taking the extra step of connecting the brand to an audience’s innermost desires through a relevant cultural movement can shift perception, making them memorable and significant.
Humanizing brands allows us to identify opportunities for timely campaigns built on human connection. Understanding the consumer’s internal motivations and their environment helps us personalize campaigns while keeping them relevant to our society, seamlessly positioning a brand as the solution to a consumer’s problem. Are you ready to humanize your brand? Let’s get to work.
The point about storytelling being central to humanizing a brand is spot on. Visual consistency across platforms, like Instagram, can further reinforce that human touch. For those looking to maintain a cohesive grid layout, an image splitter could be a handy tool to keep the narrative flowing smoothly.
The article explains that humanizing a brand means making it more approachable and relevant to consumers through creative anthropology. I found the example of the Culturelle® Probiotics campaign with Jessica Alba really concrete, showing how research into millennial moms' needs led to a personable connection. It's interesting how this approach, like the "Give an F" campaign for Genexa, can shift audience perception by aligning with their values. For anyone looking to build a similar strategy, using a grid maker could help organize these research insights and campaign ideas.
The idea of using creative anthropology to solve brand problems is fascinating, especially how it digs into cultural movements to build a real connection. It makes sense that aligning with consumers' attitudes, like Genexa did with its "Give an F" campaign about clean ingredients, would make a brand so much more relatable. For anyone looking to build a more personable brand, this approach outlined in SubtitleOps seems like a solid framework.
Really enjoyed reading "FAQs: Humanizing Brands", and the practical angle stood out right away. Appreciate you publishing this. round to sig figs
J'ai trouvé fascinant que la campagne Genexa ait mené à une augmentation des ventes sur Amazon ! En feuilletant ça pendant mon trajet, je me demande si l'approche de la marque avec des ingrédients entièrement naturels a vraiment résonné auprès des parents. On dirait qu'on pourrait utiliser cette approche pour split image into 6 parts.