Understanding the human side of customers through digital anthropology studies is the important first step of human-centric marketing. Equally important is to unveil the human side of brands that can attract customers.
According to Stephen Sampson in his book Leaders without Titles, horizontal leaders have six human attributes that attract others to them, even though they have no authority over others: physicality, intellectuality, sociability, emotionality, personability, and morality. These six attributes constitute a complete human being, one who typically becomes a role model. When brands want to influence customers as friends without overpowering them, they must possess these six human attributes.
Physical attractions can also come from a compelling product design or a solid customer experience design. Consider Apple as an example. Apple is well known to excel not only in its industrial-product design but also in its user-interface design.
Intellectuality is the human ability to have the knowledge, think, and generate ideas. Intellectuality is closely related to the ability to think beyond the obvious and the ability to innovate. Brands with strong intellectuality are innovative and have the ability to launch products and services not previously conceived by other players and by the customers. The brands thus demonstrate their ability to effectively solve customers’ problems.
A person with strong sociability is confident in engaging with others, showing good verbal and nonverbal communication skills. Similarly, brands with strong sociability are not afraid of having conversations with their customers. They listen to their customers as well as the conversations among their customers. They answer inquiries and resolve complaints responsively.
People who can connect emotionally with others to drive their actions are very powerful influencers. Brands that evoke emotions can drive favorable customer actions. They connect with customers on an emotional level with inspirational messages. Sometimes, the brands also connect with customers by showing off their humorous side.
People with strong personability have self-awareness; they are conscious of what they are good at while admitting what they still have yet to learn. They show self-confidence and self-motivation to improve themselves. Similarly, brands with strong personability know exactly what they stand for—their raison d’etre. But these brands are also not afraid to show their flaws and take full responsibility for their actions.
Morality is about being ethical and having strong integrity. A person with positive moral character has the ability to know the difference between right and wrong. Most important, they have the courage to do the right thing. Similarly, brands with strong morality are values driven. The brands ensure that appropriate ethical considerations become a key part of all business decisions. In fact, some brands put ethical business models as their core differentiation. The brands keep their promises even though customers do not keep track.
Keep Learning. Keep Growing. Stay Positive.
Have a Nice Day
Note: The Above Blog is summarised from the book” Marketing 4.0: Moving from Traditional to Digital” by Philip Kotler, Hermawan Kartajaya. If you like the blog, I strongly recommend you the book to read for a more detailed explanations.