Infographic: How Human Is Your Brand?

From social to chatbots, digital communication has opened the door for more immediate engagement between consumers and brands. Consumers expect those conversations to be personalized and authentic at every touchpoint; and a brand’s performance during those interactions has a huge impact on customer relationships. Researchers found that those brands that communicate with them, rather than at them, build long-lasting emotional connections with consumers. Here, we look at the human characteristics consumers look for in brands and how consumer experience can impact business outcomes.


Here are four facts that brands need to know when crafting communication to consumers:

Great Experiences Drive Loyalty

Consumers are 57% more likely to be loyal to a brand that demonstrates human communication

Emotions Power Brand Experience

Consumers cite emotional characteristics as leading drivers of brand humanity

  1. Responsive
  2. Social
  3. Friendly
  4. Thoughtful
  5. Helpful
  6. Personable
  7. Intelligent
  8. Honest
  9. Reassuring

What Makes Brands Human?

Characteristics that reinforce brand-consumer connections.

Act Natural

Speak like a regular person

Communicate in a friendly tone

Send me clear, understandable messages

Be Considerate

Show you value my time/business

Responds in a timely manner

Communicates via my preferred method

Get Personal

Show you understand what matters to me

Provide great recommendations

Understand my preferences

Two-Way Communication Drives Love & Loyalty

Emotional, human connection creates brand love

Experienced human connection with brand

Did not experience human connection with brand

Love it! 37% 18%

Likely to Recommend 46% 26%

Made a purchase/use 47% 30%

Very satisfied 47% 25%

Looking to leverage live events to communicate your brand message? Contact us today to learn how our suite of experiential marketing services can help you build long-lasting emotional connections with consumers.

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