The influence of humanization in creating authentic brands

Abstract

Humanization plays a vital role in building authentic brands, directly influencing the emotional relationship between organizations and consumers. In this context, it is very important to explore the influence of this approach on brand differentiation and success, as well as issues relating to the DNA of authentic brands, the importance of integrity and consistency in communicating companies' values and purposes. Another crucial theme is the adoption of the concept of humanized marketing as an integrated approach, enabling the creation of genuine connections with consumers. In addition, in this article I briefly analyze the benefits and challenges of humanization in building authentic brands, considering the implementation of methodologies that promote this type of more humanized approach. Finally, I highlight some successful examples of corporate humanization, demonstrating how some companies have adopted this strategy to build authentic and impactful brands.