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.darklup-switch.style7 .right-placeholder span{ color: #ffffff !important; } .darklup-switch.style2 .toggle-btn .plate, .darklup-switch.style3 .toggle-btn .plate, .darklup-switch.style4 .toggle-btn .plate, .darklup-switch.style5 .toggle-btn .plate, .darklup-switch.style6 .toggle-btn .plate, .darklup-switch.style7 .toggle-btn .plate, .darklup-switch.style13 .toggle-btn{ background:#ffffff !important; } html.darklup-dark-mode-enabled .darklup-switch.style7 .toggle-btn .plate{ background:#3700B3 !important; } html.darklup-dark-mode-enabled .darklup-accessibility-switch.style12.darkBtn, html.darklup-font-mode-enabled .darklup-accessibility-switch.style12.textBtn{ background: #3b3b3b !important; } html.darklup-dark-mode-enabled .darklup-accessibility-switch.style12.darkBtn #style-12-light, html.darklup-font-mode-enabled .darklup-accessibility-switch.style12.textBtn #style-12-light{ fill: #ffffff !important; } html.darklup-dark-mode-enabled .darklup-accessibility-switch.style12.darkBtn #style-12-light-stroke, html.darklup-font-mode-enabled .darklup-accessibility-switch.style12.textBtn{ stroke: #ffffff !important; } [darklup-data-tooltip]:before { background-color: #0a2457 !important; } [darklup-data-tooltip]:after { border-color: #0a2457 transparent transparent transparent !important; } [darklup-data-tooltip-location="left"]:after { border-color: transparent transparent transparent #0a2457 !important; } [darklup-data-tooltip-location="right"]:after { border-color: transparent #0a2457 transparent transparent !important; } [darklup-data-tooltip]:before { color: #ffffff !important; } li.darklup-menu-switch label { margin-top:28px; margin-bottom:28px; margin-left:px; margin-right:px; } </style> <link rel='stylesheet' id='metform-pro-style-css' href='https://www.mci-group.com/wp-content/plugins/metform-pro/public/assets/css/style.min.css?ver=1.3.3' media='all' /> <link rel='stylesheet' id='wp_mailjet_form_builder_widget-widget-front-styles-css' 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uicore-blog-animation"> <div class="uicore-type-post uicore-post-content uicore-animate"> <article id="post-1495" class="blog-fonts post-1495 post type-post status-publish format-standard has-post-thumbnail hentry category-insights"> <header class="uicore-single-header "> <h1 class="entry-title uicore-animate">Why humanising your brand is the right thing to do in digital communications</h1><div class="uicore-entry-meta uicore-animate"><div><a href="https://www.mci-group.com/author/marco-sabbatini/" title="Posts by Marco Sabbatini" rel="author">Marco Sabbatini</a><span class="uicore-meta-separator"></span></div><span class="ui-blog-date ui-published">14 May 2022 </span><span class="uicore-meta-separator"></span><div class="uicore-post-category uicore-body"><a href="https://www.mci-group.com/category/insights/" rel="category tag">Insights</a></div></div><div class="uicore-feature-img-wrapper uicore-animate"><img width="813" height="480" alt="" decoding="async" fetchpriority="high" data-srcset="https://www.mci-group.com/wp-content/uploads/2021/10/Why-humanising-your-brand-is-the-right-thing-to-do.png 813w, https://www.mci-group.com/wp-content/uploads/2021/10/Why-humanising-your-brand-is-the-right-thing-to-do-300x177.png 300w, https://www.mci-group.com/wp-content/uploads/2021/10/Why-humanising-your-brand-is-the-right-thing-to-do-768x453.png 768w, https://www.mci-group.com/wp-content/uploads/2021/10/Why-humanising-your-brand-is-the-right-thing-to-do-650x384.png 650w" data-src="https://www.mci-group.com/wp-content/uploads/2021/10/Why-humanising-your-brand-is-the-right-thing-to-do.png" data-sizes="(max-width: 813px) 100vw, 813px" class="attachment-large size-large wp-post-image lazyload" src="data:image/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==" /><noscript><img width="813" height="480" src="https://www.mci-group.com/wp-content/uploads/2021/10/Why-humanising-your-brand-is-the-right-thing-to-do.png" class="attachment-large size-large wp-post-image" alt="" decoding="async" fetchpriority="high" srcset="https://www.mci-group.com/wp-content/uploads/2021/10/Why-humanising-your-brand-is-the-right-thing-to-do.png 813w, https://www.mci-group.com/wp-content/uploads/2021/10/Why-humanising-your-brand-is-the-right-thing-to-do-300x177.png 300w, https://www.mci-group.com/wp-content/uploads/2021/10/Why-humanising-your-brand-is-the-right-thing-to-do-768x453.png 768w, https://www.mci-group.com/wp-content/uploads/2021/10/Why-humanising-your-brand-is-the-right-thing-to-do-650x384.png 650w" sizes="(max-width: 813px) 100vw, 813px" /></noscript></div> </header> <div class="entry-content"> <div data-elementor-type="wp-post" data-elementor-id="1495" class="elementor elementor-1495" data-elementor-post-type="post"> <section class="elementor-section elementor-top-section elementor-element elementor-element-ee06bb1 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="ee06bb1" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-13d4329" data-id="13d4329" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-89f5265 elementor-widget elementor-widget-heading" data-id="89f5265" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <style>/*! elementor - v3.16.0 - 13-09-2023 */ .elementor-heading-title{padding:0;margin:0;line-height:1}.elementor-widget-heading .elementor-heading-title[class*=elementor-size-]>a{color:inherit;font-size:inherit;line-height:inherit}.elementor-widget-heading .elementor-heading-title.elementor-size-small{font-size:15px}.elementor-widget-heading .elementor-heading-title.elementor-size-medium{font-size:19px}.elementor-widget-heading .elementor-heading-title.elementor-size-large{font-size:29px}.elementor-widget-heading .elementor-heading-title.elementor-size-xl{font-size:39px}.elementor-widget-heading .elementor-heading-title.elementor-size-xxl{font-size:59px}</style><h3 class="elementor-heading-title elementor-size-default">In a world dominated by tech, people value a human touch more than ever. Brands able to establish a meaningful connection with their customers or stakeholders have more chances to be successful in their journey.</h3> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-4bb958b elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="4bb958b" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-8075211" data-id="8075211" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-27221e2 elementor-widget elementor-widget-text-editor" data-id="27221e2" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <style>/*! elementor - v3.16.0 - 13-09-2023 */ .elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}</style> <p style="margin-right: 0px; margin-bottom: 20px; margin-left: 0px; padding: 0px; outline: 0px; color: #000000; font-family: Jost, Calibri, sans-serif; font-size: 16px; font-style: normal; letter-spacing: normal; text-transform: none;">It’s no secret that the world is more connected than ever with over <span style="color: #009de1;">4.6 billion</span> people using the internet in business and daily life. People access the world around themselves faster than ever in just a few taps, for work, family or leisure.</p><p style="margin-right: 0px; margin-bottom: 20px; margin-left: 0px; padding: 0px; outline: 0px; color: #000000; font-family: Jost, Calibri, sans-serif; font-size: 16px; font-style: normal; letter-spacing: normal; text-transform: none;">Such an interconnected world contributed to reduced relational distances and accelerated processes, but has also caused people to be overexposed to an increasing number of messages fighting for attention.</p><p style="margin-right: 0px; margin-bottom: 20px; margin-left: 0px; padding: 0px; outline: 0px; color: #000000; font-family: Jost, Calibri, sans-serif; font-size: 16px; font-style: normal; letter-spacing: normal; text-transform: none;">This scenario is particularly relevant for brands, which need to <span style="color: #009de1;">keep conversations active</span> with their target audience and potentially connect with evolving demographics.</p><p style="margin-right: 0px; margin-bottom: 20px; margin-left: 0px; padding: 0px; outline: 0px; color: #000000; font-family: Jost, Calibri, sans-serif; font-size: 16px; font-style: normal; letter-spacing: normal; text-transform: none;">Communication is a vital step for any brand. The rules of engagement are evolving at a very fast pace, especially when considering younger generations and emerging communication trends in the digital space.</p><p style="margin-right: 0px; margin-bottom: 20px; margin-left: 0px; padding: 0px; outline: 0px; color: #000000; font-family: Jost, Calibri, sans-serif; font-size: 16px; font-style: normal; letter-spacing: normal; text-transform: none;">One of the most notable effects in the communication style deployed by brands – as a consequence of getting people closer together through technology – is definitely <span style="color: #009de1;">the humanisation of brands.</span></p> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-e66bd06 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="e66bd06" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-738f66b" data-id="738f66b" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-888fc46 elementor-widget elementor-widget-heading" data-id="888fc46" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h4 class="elementor-heading-title elementor-size-default">Communicating with a brand in the pre-internet era</h4> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-da987f9 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="da987f9" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-176cd61" data-id="176cd61" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-b2a484c elementor-widget elementor-widget-text-editor" data-id="b2a484c" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p style="margin-right: 0px; margin-bottom: 20px; margin-left: 0px; padding: 0px; outline: 0px; color: #000000; font-family: Jost, Calibri, sans-serif; font-size: 16px; font-style: normal; letter-spacing: normal; text-transform: none;">Think how formal the relationship between a brand and a customer used to be.</p><p style="margin-right: 0px; margin-bottom: 20px; margin-left: 0px; padding: 0px; outline: 0px; color: #000000; font-family: Jost, Calibri, sans-serif; font-size: 16px; font-style: normal; letter-spacing: normal; text-transform: none;">In the pre-internet era, an offline ad pointed people to a retail or corporate space, where customers had the chance to briefly interact with the personnel and maybe follow-up with customer service at a later stage.</p><p style="margin-right: 0px; margin-bottom: 20px; margin-left: 0px; padding: 0px; outline: 0px; color: #000000; font-family: Jost, Calibri, sans-serif; font-size: 16px; font-style: normal; letter-spacing: normal; text-transform: none;">There was a <span style="color: #009de1;">certain distance</span> between a brand and its audience.</p> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-edb523c elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="edb523c" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-aa3ff0f" data-id="aa3ff0f" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-ca56ad1 elementor-widget elementor-widget-heading" data-id="ca56ad1" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h4 class="elementor-heading-title elementor-size-default">Communicating with a brand in the in the digital age</h4> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-372f30b elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="372f30b" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-b82741a" data-id="b82741a" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-301e33a elementor-widget elementor-widget-text-editor" data-id="301e33a" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p style="margin-right: 0px; margin-bottom: 20px; margin-left: 0px; padding: 0px; outline: 0px; color: #000000; font-family: Jost, Calibri, sans-serif; font-size: 16px; font-style: normal; letter-spacing: normal; text-transform: none;">Everything changed with the rise of digital technology.</p><p style="margin-right: 0px; margin-bottom: 20px; margin-left: 0px; padding: 0px; outline: 0px; color: #000000; font-family: Jost, Calibri, sans-serif; font-size: 16px; font-style: normal; letter-spacing: normal; text-transform: none;">Through technology, brands have entered <span style="color: #009de1;">the private space of customers,</span> including their chats, social media, inbox, phones, watches, tablets. It’s a much more intimate environment where rules and triggers are different.</p><p style="margin-right: 0px; margin-bottom: 20px; margin-left: 0px; padding: 0px; outline: 0px; color: #000000; font-family: Jost, Calibri, sans-serif; font-size: 16px; font-style: normal; letter-spacing: normal; text-transform: none;">Brands realised that in order to be successful, they had to switch from being purely commercial <span style="color: #009de1;">to being more human.</span></p><p style="margin-right: 0px; margin-bottom: 20px; margin-left: 0px; padding: 0px; outline: 0px; color: #000000; font-family: Jost, Calibri, sans-serif; font-size: 16px; font-style: normal; letter-spacing: normal; text-transform: none;">Not only in terms of tone and messaging but also in terms of service structure (nowadays it is pretty common to use the same messaging app to communicate both with your family and with a brand).</p><p style="margin-right: 0px; margin-bottom: 20px; margin-left: 0px; padding: 0px; outline: 0px; color: #000000; font-family: Jost, Calibri, sans-serif; font-size: 16px; font-style: normal; letter-spacing: normal; text-transform: none;">And it’s no surprise that <span style="color: #009de1;">Gen Z</span> (as well as <span style="color: #009de1;">digital natives</span> more in general) expect exactly the same simple, direct and friendly approach when interacting with a friend, a brand, their employer or even with a public institution.</p><p style="margin-right: 0px; margin-bottom: 20px; margin-left: 0px; padding: 0px; outline: 0px; color: #000000; font-family: Jost, Calibri, sans-serif; font-size: 16px; font-style: normal; letter-spacing: normal; text-transform: none;">That’s the direct effect of a continuous exposure to digital experiences that are simplified and streamlined to resemble casual and friendly communication.</p><p style="margin-right: 0px; margin-bottom: 20px; margin-left: 0px; padding: 0px; outline: 0px; color: #000000; font-family: Jost, Calibri, sans-serif; font-size: 16px; font-style: normal; letter-spacing: normal; text-transform: none;">Relationships are being redefined and more and more are subject of analysis by end-users.</p> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-4eba63f elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="4eba63f" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-e002905" data-id="e002905" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-60fe5b9 elementor-widget elementor-widget-heading" data-id="60fe5b9" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h4 class="elementor-heading-title elementor-size-default">A people-focused digital communication campaign to attract new talent</h4> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-eea7d39 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="eea7d39" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-f7d66d2" data-id="f7d66d2" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-003548f elementor-widget elementor-widget-text-editor" data-id="003548f" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p style="margin-right: 0px; margin-bottom: 20px; margin-left: 0px; padding: 0px; outline: 0px; color: #000000; font-family: Jost, Calibri, sans-serif; font-size: 16px; font-style: normal; letter-spacing: normal; text-transform: none;">This is exactly the angle our team presented to the HR department of a <span style="color: #009de1;">leading brand in the leisure and hospitality industry</span> when we were asked to intervene on their communication.</p><p style="margin-right: 0px; margin-bottom: 20px; margin-left: 0px; padding: 0px; outline: 0px; color: #000000; font-family: Jost, Calibri, sans-serif; font-size: 16px; font-style: normal; letter-spacing: normal; text-transform: none;">As they were trying to attract the best possible talents to offer the highest quality standards within their properties, they felt they had to make their communication more effective <span style="color: #009de1;">to resonate with younger generations.</span></p><p style="margin-right: 0px; margin-bottom: 20px; margin-left: 0px; padding: 0px; outline: 0px; color: #000000; font-family: Jost, Calibri, sans-serif; font-size: 16px; font-style: normal; letter-spacing: normal; text-transform: none;">In an effort to position our client as one of the best possible options for potential candidates’ career path, we helped them redefine their <span style="color: #009de1;">communication style.</span></p><p style="margin-right: 0px; margin-bottom: 20px; margin-left: 0px; padding: 0px; outline: 0px; color: #000000; font-family: Jost, Calibri, sans-serif; font-size: 16px; font-style: normal; letter-spacing: normal; text-transform: none;">From being traditionally company-focused to being more people-focused, prioritising <span style="color: #009de1;">people’s career aspirations</span> over company achievements in terms of messaging.</p><p style="margin-right: 0px; margin-bottom: 20px; margin-left: 0px; padding: 0px; outline: 0px; color: #000000; font-family: Jost, Calibri, sans-serif; font-size: 16px; font-style: normal; letter-spacing: normal; text-transform: none;">This strategy resulted in the creation of <span style="color: #009de1;">a new digital campaign,</span> where career positions were presented through visual stories of work life, aiming at connecting with potential candidates more effectively and reducing the distance between the brand and its audience.</p><p style="margin-right: 0px; margin-bottom: 20px; margin-left: 0px; padding: 0px; outline: 0px; color: #000000; font-family: Jost, Calibri, sans-serif; font-size: 16px; font-style: normal; letter-spacing: normal; text-transform: none;">Adopting an effective communication style is a dynamic process where the ultimate goal for a brand is combining <span style="color: #009de1;">effective messages with brand personality traits.</span></p><p style="margin-right: 0px; margin-bottom: 20px; margin-left: 0px; padding: 0px; outline: 0px; color: #000000; font-family: Jost, Calibri, sans-serif; font-size: 16px; font-style: normal; letter-spacing: normal; text-transform: none;">A balanced mix of creativity and strategy defines how a brand is perceived in the marketplace.</p><p style="margin-right: 0px; 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