But in order to have a conversation,
you have to speak the language.
Now more than ever, people are looking for a human touch.
What does it mean for a brand to be human?
Start with understanding.
Get personal with your audience.
Once you get to know everyone, let the conversation flow.
If you’re supporting a cause you care about — share it.
“Patagonia supports a transition toward lower-impact energy and water sources that, combined with conservation and increased efficiencies, cause less harm to ecosystems, communities, and cultures.”
If you made a mistake — own it.
“You can either use negative comments to get you down, or you can use them to excite you and energize your process.”
If you’re brainstorming in a sea of sticky notes — shine the light on it.
“Design can decorate ideas— A design process can discover ideas.”
Show them you understand their needs.
Show them you’re a real person at work.
Show them you’re there to help.
Show them what you stand for.