It’s a common saying in business circles, but it’s the plain truth: People do business with people they know, like, and trust.
You wouldn’t want to hand over your money to a total stranger, a robot, or some faceless organization, would you?
Of course not!
But that’s exactly how most brands act – distant, mechanical, and without a clear identity. Their brand communication is clinical. They say all the right things. They are prim and proper. But the result comes in trickles. Maybe dries up after a while.
The brand consistently struggles to connect with their target audience or build any meaningful relationship with them.
Well, everything is the problem.
As long as your brand is not ‘human’ enough and communications are not natural, people will find it hard to like, engage, and connect with it. And that also means they’re less likely to do business with you.
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