The Human Brand

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A few weeks ago, " The Human Brand " fell into my hands, a book in which its authors, Chris Malone and Susan T. Fiske, after extensive research, come to an obvious conclusion: "People relate to brands as if they were people." So far, it's not very revealing, it's true, but the interesting part is centered on the definition of those mechanisms that we use when perceiving, judging, evaluating and deciding whether or not to relate to a brand, mechanisms that are identical to those we use with people.

And what are these mechanisms? Basically two:

The " warmth " or intention behind every relationship: the reason why a person, in this case a brand, wants to relate to me, their intentions, kindness, cordiality, warmth,...
The " Competence" or capacity, knowledge, skills, abilities all is malaysian telegram and legitimacy that a brand has to carry out its intentions.
It is the sum of warmth + competence, intentions + capabilities, proposal + ability and aptitude, which will lead us to judge and value a brand and decide whether or not it is worth establishing a relationship with it.

The concepts of Warmth & Competence go beyond the usefulness of the product and relationships based on its functional superiority. Relationships that are easily subject to imitation or surpassing by any other brand. Let's think about any "functional" relationship that we have with another person: it is generally a weak relationship, with little involvement and not very solid. "Functional" relationships are easily replaced by another. But what happens when we add an emotional component to this relationship? And when does it start to provide significant value that is difficult to imitate?

Warmth & Competence can and should help us build strong and lasting relationships with our consumers. But how do these mechanisms affect the definition of the "what", "who" and "how" of any relationship?

What or the importance of being significant through content

Every relationship is based on content that is born with a purpose and that is made tangible through actions, gestures, dialogues and/or products and services.

What makes some relationships different from others? Basically, the degree of interest and satisfaction they generate, and this, in turn, will depend on the content, leading us to prioritize that which connects best with our reality, provides us with greater value and, of course, responds to a firm and clear purpose.

We must therefore define a purpose for our brand beyond its positioning. Define the main reason why the brand exists, its reason for being, its meaning and the justification for its existence that provides coherence to all its activities, actions as well as products and services.

Some examples of brands with clear purposes: "Organize information and deliver it to you" (Google), "Inspire moments of optimism and happiness" (Coca Cola), "Inspiration and innovation for every athlete" (Nike), "Create a better everyday life" (Ikea) or "Real beauty" (Dove).