069: The importance of a human approach to branding in 2023 and beyond
The importance of a human approach to branding in 2023 and beyond
With host Solveig Petch, aka Petchy
Should we be worried about AI stealing our jobs, or is it a useful tool we all need to know about?
I had intended to wiggle myself back into your ear canals sooner, but to be honest: I needed a slightly longer break. But I’m here now, and this first episode of 2023 is actually a bit of an experiment:
With all the recent talk about artificial intelligence I thought it would be fun to “invite” ChatGPT to be my guest for a podcast episode about the importance of a human approach to branding in 2023 and beyond. I hope you appreciate the irony of the topic as much as I do. Anyways: I asked ChatGPT to script an episode, and dropped a few questions into the mix along the way, and here’s the resulting “conversation” between AI and… I.
Remember, in a digital world, it’s the human touch that can make all the difference.
— ChatGPT (oh, the irony!)
Episode links
Book: Media Resistance by Trine Syvertsen
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OK, let’s see what ChatGPT can come up with for us:
Welcome to Brand it! with Petchy. I’m your host, Petchy, and today we’re going to be talking about the importance of a human approach to branding in 2023 and beyond. In a world that is becoming increasingly digitised and automated, it’s more important than ever to ensure that your brand is connecting with customers on a human level. In this episode, we’ll be discussing why a human approach is crucial, and how to implement it in your brand strategy.
Let’s start off by asking: why is a human approach to branding so important today?
In today’s world, where consumers are bombarded with marketing messages from every angle, it can be difficult to cut through the noise and make a lasting impression. This is where a human approach to branding comes in. By connecting with customers on a human level, you can build trust, create emotional connections, and stand out from your competitors. A human approach means that your brand is relatable, authentic, and approachable. It means you’re speaking directly to your customers and understanding their needs and wants.
How do you go about implementing a human approach to your brand strategy?
Here are a few key tips:
Understand your customers: Know who they are, what they care about, and what they want from your brand.
Be authentic: Be true to yourself and your brand. Don’t try to be something you’re not.
Be transparent: Be open and honest with your customers about who you are and what you stand for.
Tell your brand’s story: Use storytelling to connect with your customers on an emotional level and create a sense of brand loyalty.
Engage with your customers: Listen to feedback, respond to comments, and involve them in your branding efforts.
What about the future of branding?
As we look ahead to 2023 and beyond, it’s clear that a human approach to branding will be more important than ever. Consumers are becoming increasingly savvy and can see through inauthentic marketing tactics. They want to connect with brands that are relatable, authentic, and transparent. By taking a human approach to branding, you can build trust, create emotional connections, and stand out in a crowded market.
The future of branding is constantly evolving as new technologies, platforms and trends emerge. One trend that is becoming increasingly important is personalisation. With advancements in data collection and analysis, brands have the ability to gather a wealth of information about their customers, which they can use to create personalised experiences and messaging. By tailoring their message and offerings to individual customers, brands can create a deeper level of engagement and build stronger connections.
Another trend that’s on the rise is the use of artificial intelligence and machine learning in branding. AI can be used to analyse customer data, predict customer needs and preferences, and personalise branding efforts. It can also be used to optimise online ads, chatbots and customer service interactions, which can be more efficient than human-based interactions. With the help of AI, brands will be able to create a more seamless customer experience and be able to adapt their approach based on real-time customer interactions.
Additionally, there is an increasing push for more ethical and sustainable branding, which reflects the greater societal awareness of issues like climate change and social justice. In this context, it will be more important for brands to communicate their values, mission, and ethics and align their actions with these values in order to build trust and loyalty with consumers.
Lastly, in the near future, we are likely to see more immersive and interactive experiences, with the rise of new technologies like virtual and augmented reality. This can be used to create more engaging brand experiences and help brands connect with customers on a deeper level.
All of these elements will play important roles in the future of branding, and they all relate to the importance of a human approach. Brands will need to be transparent, authentic and relatable, while using advanced technologies in a way that enhances the customer experience, instead of replacing it.
How does artificial intelligence sit in the context of a human branding approach though?
Artificial intelligence (AI) and machine learning can play an important role in a human-centred branding approach, but it’s important to use these technologies in a way that supports and enhances the human experience, rather than replacing it.
When it comes to branding, AI can be used to analyse customer data, predict customer needs and preferences, and personalise branding efforts. This can help brands create more relevant and engaging experiences for their customers, which can build deeper connections and increase loyalty. For example, using AI to personalise content, offers and promotions based on a customer’s browsing and purchase history can help brands create a more relevant and targeted customer experience.
AI can also be used to optimise online ads and chatbots, which can make the customer journey more efficient and streamlined, without replacing the human touch. And AI-powered virtual assistants can also be used for customer service interactions, which can help brands provide faster, more accurate service and help improve customer satisfaction.
Additionally, AI can be used to identify patterns in customer feedback and comments, which can be used to improve brand messaging, and engage with customers more effectively.
It’s important to note that while AI can be a powerful tool to enhance the customer experience and provide more personalised branding efforts, it should not replace human interactions and empathy. People will always be the core of any brand strategy and the goal of any human-centred approach, and AI should be used as a complementary tool to enhance the experience and not to replace the human touch. A human approach is not only about the face-to-face interaction, but also about understanding and catering to human emotions, values, and needs.
Thanks for tuning in to this episode. I hope you found it informative and that you’re now inspired to take a human approach to branding in 2023 and beyond. Remember, in a digital world, it’s the human touch that can make all the difference. If you have any questions or feedback, feel free to reach out to me on Instagram or by sending an email to hey@petchy.co. If you enjoyed this episode, please share it with your friends and leave a review on your preferred podcast platform. Thanks for listening, and I’ll see you in the next episode!
So that concludes the “conversation” between ChatGPT and yours truly.
Honestly, it wasn’t half as bad as expected — I’m actually a bit surprised! Will AI replace me as a podcast host, or even my guests? Heck no.
Firstly: It sounded nothing like me! If you’re new around here, it might fool you for a second — but I’m pretty sure any regular listener would instantly be able to hear that this wasn’t scripted by me.
Secondly: While it threw some sound information at me, it really was just word vomit — regurgitating the same points over and over with slight changes to the wording. It’s what my university lecturers would have referred to as crude and unrefined. There was no critical thinking, no personal reflections or opinions… just waffling.
But it was a fun experiment, and I can see myself using it to spark ideas on those days where inspiration is nowhere to be found. In terms of branding, I think we’ll just have to come to terms with the fact that artificial intelligence is here to stay — and not just that; as the algorithms become more sophisticated it will likely start to play a bigger role in all of our lives than it has done up until now. But: I don’t think we need to be worried. Rather than worrying about being replaced, we should look at the opportunities of this technology. After all, people have always shown resistance to the new and unknown, as described in the book Media Resistance by Trine Syvertsen, professor of Media Studies at the University of Oslo:
Socrates was opposed to writing “because it was mute and didn’t encourage dialogue and debate, and he warned that the alphabet and writing would create forgetfulness since people would no longer depend on memory.”
When the first cinemas popped up, “movies were seen to rapidly intensify the process of demoralisation; it drew people out of their homes, tempted them into dark spaces and served them content of low quality and despicable moral standard.”
The same concerns have been raised with the development of every new technology. In the 18- and 1900s we saw resistance to books, print, cinema, radio and comics. In the late 1900s there was resistance to television, and then from around 2000 we saw resistance to online and social media.
That’s not to say we should be jumping on every new and exciting thing without hesitation. But the way I see it is: with every new technological leap we can either run for the hills and ignore it (going la-la-la until we can’t escape it anymore), embrace it with open arms — no questions asked, or find some kind of middle ground where we look at this “new thing” with a mix of healthy scepticism, curiosity and an open mind. After all, it’s just a tool — and it’s up to us to decide how we use it.
If anything, this little experiment showed me that as we navigate this ever-changing digital landscape, it’s more important than ever to lean on your values. Don’t underestimate the impact of having a strong strategy in place, as well as the courage to show up and let your freak flag fly. People crave that human-to-human connection, and they’re way too clever to be conned by slick appearances and copy/paste, which is why a human approach to branding will be crucial if you want to stand out, build trust, and nurture those genuine relationships.
If you’re looking to partner up with a brand designer who understands the importance of a human touch in a digital world, someone with the knowledge and experience to help you create a brand that is uniquely and unmistakably you — anchored to your core values and tailored to your unique business needs and goals. Guess what? You found her! I’d hate to see your brand get left behind — so reach out if you want my help to create a strong, strategic, human-centred brand that will set you up for success in 2023 and beyond.
I hope you’ve enjoyed this episode, even if most of it was written by AI — I promise to keep bringing you real human conversations and solo ramblings!
If you enjoyed this episode, remember to subscribe so you don’t miss the next one! I’d also be super grateful if you’d share my podcast with a biz friend or two, or leave me a review.
