People are not moved by perfection but attracted by personality.
What gives a brand a sense of life is not necessarily the product, but those little details. The warm tone in an email, the handwritten thank-you card in a package, a sincere reply on social media – these moments remind us that behind the brand are actually people.
In a world filled with sophisticated advertisements, those subtle touches of warmth and minor imperfections make a brand appear genuine and relatable. It’s telling customers, “We see you and care about you.” This is precisely where trust begins.
Think of Innocent Drinks or Glossier. Their easygoing and humorous language, along with cute designs, make people feel like they are chatting with friends rather than dealing with a company.
These minute details may not show up in the data sheets, but they ignite the emotional connection between people and the brand. Ultimately, a successful brand is not flawless, but rather one that is sufficiently “human”.