Humanizing your brand by giving it a personality, making it personable and telling a narrative connects with consumers.
Emily Eldridge, writing for MarketingProfs cites research that demonstrates how human interaction affects attitudes and transactions.
Iris Bohnet and Bruno Frey conducted an economic research study in 1999 called “Social Distance and Other-Regarding Behavior in Dictator Games.” Two groups of students were recruited to participate in a series of social interactions in which members of the first group had to decide whether to share any portion of a sum of money—approximately $10—with a person in the second group.
When the first group knew nothing at all about those in the second group, participants offered, on average, only 26% of the money. When the moderators asked the second group to stand up—making them less anonymous to the first group—the offer increased to 39%. When the moderators shared personal information about those in the second group with those in the first, the average offer increased to 52%. And when members of the groups were introduced to one another, the average offer was 50%.
In other words, the greater the social distance, the less willing people were to hand over money.
This can teach a valuable lesson to hospital marketers. If our brand is humanized, it connects better with consumers. It’s important that our brand not be cold, inanimate, and without important human traits and characteristics. Our brand should have a personality. It must be personable. It must make a human connection.
Eldridge refers to two examples of retailers who have a strong personal connection with consumers and how it positively impacts their brand reputation and gives it increased brand equity. The first example is Apple. Their retail stores are not a row of cashiers. Rather when you enter their stores, in addition to a strong visual connection to the brand, they have easily identifiable employees with mobile cashier platforms ready to interact and help customers. They are knowledgeable and will explain the benefits of each product, help with your issues and even tell you personal stores about the products.
Apple is known for its sleek innovative products. But they also carry a premium price. But despite a higher price, they continue to increase market share. One reason is because they have humanized the Apple brand. They connect with the consumer.
Another example is an online brand. How can you humanize an online brand? Zappos.com places on its product pages videos of employees talking about why he or she likes the product. The videos are not about product specs but people telling their stories about the product. When Zappos launched the videos in 2009, their conversion rate increased from 6% to 30%. They humanized the brand with narratives.
The lesson for healthcare marketers is that we must humanize our brand. Make them personable. It doesn’t matter how nice our hospital is or what kind of technology we have, we must connect on a personal level. Maybe that comes by using patients, physicians, and staff members to tell their stories about the brand. Making it real, and genuine and personable. It provides an important and engaging brand narrative.
There are other ways to make that human connection. We should always strive to find them and use them. Our brand will become stronger as we close the gap of social distance. As we humanize our brand.