Imagine a world where your favourite brands don’t just advertise to you - they chat with you, crack jokes, and show up in your life like a good friend. 

Welcome to the new era of brand communication - where humanisation is the secret ingredient to turning faceless brands into engaging and relatable personalities. Over the years, brands have turned from pushing their products in advertisements to showcasing their ‘personality’ through various forms of marketing - creating a loyal customer base that will be with them for years to come. 

Today, successful brands are those that manage to blend professionalism with a sprinkle of personality, making every communication with their audience feel like a conversation with an old buddy.

So how do brands manage to become relatable and so human-like? The answer lies in the art of adding a personal touch to their interactions—whether it’s through witty ads, engaging social media presence, or playful push notifications. Let’s dive into how some brands are excelling in this area, with a spotlight on the following brands’ standout strategies: 

Zomato: Serving up Personality with Every Interaction

A company that started as a food delivery company - has now become the place to look for anything to do with looking for the ‘third place’ (a sociological concept that refers to a place that is separate from the two usual social environments of home and workplace). Zomato is undoubtedly one of the biggest companies in the country but they are also an extremely well-known brand because of their unique marketing strategy. 

Their push notifications reflect this personal touch. Instead of standard updates like "Your order is on the way," Zomato sends messages such as, "Your pizza is almost at your door—hope it’s as cheesy as your favourite sitcom!" This playful approach makes interactions with Zomato feel less transactional and more enjoyable.

On social media, Zomato shines with its lively and conversational tone. Their Twitter and Instagram accounts are full of memes, humorous posts, and interactive content, making them feel like a friend who’s always up for a chat.

Glossier: Creating a Cult-like Online Following 

In a competitive world like beauty, making a mark is difficult. With the industry’s big guys like L’Oreal and YSL, creating a spark through traditional routes of marketing would take them longer than their current marketing strategy. 

Their Instagram feed features real customers and user-generated content, highlighting authenticity and relatability. Glossier’s posts are filled with personal stories and engaging captions, making followers feel like they’re part of an insider community. They also create an inclusive community by featuring people of all races and sexualities - making them the ‘ideal brand’ for many young people of today. 

Wendy’s: Fast Food with a Side of Sass

X (formerly known as Twitter) has a factor unlike many other social media apps - the unfiltered opinions (though it is pretty much the same now in Instagram and other apps). However, in the late 2010s, Wendy’s took advantage of the situation and created a following with continuous ‘roasts’ of any person who dared to ask for it. 

They even went on to do the same to Mcdonald's and their other competitors who tried to adopt the same strategy. Wendy’s engages with followers in a way that feels both personal and entertaining, making their Twitter feed one of the most memorable in the fast-food industry.

Nike: Inspiring with Authenticity

Nike’s approach to humanisation is rooted in inspiration. Their advertising campaigns focus on real athletes and personal triumphs, creating an emotional connection with their audience. Nike’s social media content echoes this authenticity, featuring motivational stories and messages that resonate with their followers' values and aspirations. 

A simple ‘swoosh’ at the end of an ad makes the viewer feel motivated to get up and become active. They take real personalities and spin beautiful stories that touch the heart or make them feel like they are a part of that sportsperson’s journey. The authentic stories help Nike to become a trusted brand for a large loyal customer base. 

Amul: Dairy with a Dash of Humor

Amul, the iconic dairy brand, is a master at using humour to humanise its brand. Their advertisements and social media content often feature witty, topical commentary on current events, using the Amul Girl to deliver humorous takes on news and trends. This approach keeps their brand relevant and engaging, endearing them to a broad audience. 

This brand is one of the only ones to have translated the strategy to adapt for social media. While billboard and print ads with the Amul Girl still cause a laugh - on social media, it has become even more widespread. This causes the brand to remain in the minds and hearts of current and potential customers.

Liquid Death: Water With An Attitude 

An unhinged idea by a twisted genius - Liquid Death is anything as it seems in the packaging. Begun as a fun idea in 2018, ‘Liquid Death’ a canned water company became one of the most popular companies in the world - all in the span of a few years. Their marketing strategy is a masterclass in humanising a seemingly mundane product. With its bold and rebellious branding, Liquid Death turns the simple act of drinking water into an edgy, cool experience. 

Their social media presence is filled with humorous, irreverent content and clever campaigns that playfully challenge conventional norms. By embracing a unique, fearless persona, Liquid Death connects with its audience in a way that feels both refreshing and authentic. 

Conclusion

Humanising your brand is more than just a marketing tactic; it’s a way to build meaningful connections with your audience. The brands that excel in this area - like Zomato, Glossier, and Liquid Death - don’t just communicate; they engage, entertain, and inspire. Whether through witty ads, playful social media interactions, or relatable content, humanization transforms your brand into a friend rather than just a service provider.

If you’re looking to make your brand feel more personal and engaging, take a cue from these successful examples. Infuse personality into your communications, engage authentically with your audience, and let your brand’s true character shine. Your customers will appreciate the effort, and your brand will stand out in a crowded digital landscape.