Human Brands: A New Concept or Marketing BS?
In today’s fast-paced world, brands aren’t just selling stuff—they’re also expected to make a difference. This blog dives into the “human brand” concept and challenges whether they’re really a new and unique thing, or if it’s just some new marketing BS that we are trying to make out of nothing. Are brands really evolving into more empathetic, purpose-driven entities, or is this just a shiny new label for what companies have always done—building relationships and loyalty through relatable messaging?
We'll unpack the hype, look at real-world examples, and figure out if being "human" is truly the next big thing…or not so much.
What the Heck is a Human Brand?
The “human brand” concept is about brands that embrace their human side, can build real connections, make an impact, and thrive. It’s all about going beyond the basics and making change a part of who they are. Human brands think like people - they are aware of their impact on the world and society, and they focus on building their personality as much as they do positioning their brand.
Human brands recognize that not everyone is their customer, and they’re perfectly okay with that. Rather than chasing approval from everyone, they focus on cultivating meaningful relationships with the people who truly align with their values and offerings. By not trying to please everyone, they maintain a strong, clear brand identity that resonates deeply with their target audience.
Consistency and authenticity are at the core of this approach. Human brands don’t flip-flop based on trends or outside pressure—they stay true to their mission, messaging, and character. This unwavering dedication leaves a lasting impression, not just in the minds of customers, but in their hearts, creating loyalty that transcends the typical transactional relationship. It’s about building trust, showing empathy, and creating experiences that people remember, long after the interaction is over.
Finally, human brands understand the need to move away from an emphasis on “personalization” and instead towards a goal of “making it personal,” using a human decision-making framework based on building relationships and understanding how consumers perceive them.
So Which Brands are Considered Human Brands?
Nike and Patagonia are often held up as prime examples of "human brands" because they embody the above so effectively. Nike isn’t just selling shoes or apparel—they’re selling a movement, a mindset, and a message that goes far beyond the products themselves. Through campaigns like "Just Do It" and their commitment to social causes like anti-racism and body positivity, Nike speaks to people on an emotional level. They don’t shy away from taking a stand on important issues, which humanizes the brand and shows they’re about more than just business—they’re about impact.
Patagonia, on the other hand, takes a different but equally powerful approach. Their brand is rooted in environmental activism, and they’ve made it clear that their commitment to the planet isn’t just a marketing ploy—it’s who they are. From pledging 1% of sales to environmental causes to encouraging customers to repair their gear instead of buying new, Patagonia consistently aligns its actions with its values. This authenticity not only resonates with their customers but also fosters a sense of shared purpose and community around the brand.
Both Nike and Patagonia are seen as being human brands because they consistently focus on more than just products. They’re tapping into values, emotions, and real-world issues that matter to their audience, making people feel like they’re part of something bigger than themselves. This creates an unshakeable bond between brand and customer—a connection that goes beyond mere transactions and into the realm of loyalty and trust.
So how does one become a human brand? Well, according to various industry experts, meeting the following is a great place to start:
Think like a human - your brand may not be “human” but there’s lots of humans that work for your brand! Take off the corporate hat and think about things human beings do, think, etc.
Value relationships - People connect with brands the way they connect with others in their lives. Brands that invest in building trust and loyalty, just like in personal relationships, foster deeper connections. It’s not just about transactions—it’s about making your audience feel heard and valued.
Communicate like a human - this includes listening, but also ensuring your brand is speaking in a way that is humanistic (authentic, etc.)
Have a distinct personality - this means going beyond archetypes and really owning who you are as a brand.
Know yourself and your audience, inside & out - A human brand is clear on its values, strengths, and purpose. But just as important is knowing who you’re speaking to. Deeply understand your audience’s desires, pain points, and motivations, so that every interaction feels relevant and meaningful.
Are Human Brands Distinct from Strong Brands in General? Or is it all Marketing BS?
While we get the idea that Patagonia or Nike is more human than a brand such as the Gap, as an example, we don’t necessarily agree that human brands are a “new thing”. It’s not that Nike’s activism or Patagonia’s environmental focus suddenly made brands human—it’s simply what strong branding has always been about: creating a connection. For years, successful brands have understood that to resonate with their audience, they need to be more than just a product or service; they need to evoke feelings, tap into values, and speak to people's aspirations and emotions.
Our take? All brands should think like people… and good brands do. Some may lean into it harder, however the essence of a strong brand has always involved tapping into human emotions, values, and personality.
In today’s landscape, where tech and AI are rapidly transforming how we interact with brands, the human touch is more crucial than ever. With automated customer service, personalized algorithms, and data-driven marketing becoming the norm, it’s easy for a brand to feel distant or robotic. The companies that are thriving in this environment are those that lean into storytelling, authenticity, and emotion to remind consumers that, behind the digital interface, there’s still a brand with a heart. It’s not about "human brands" being a new trend—it’s about amplifying humanity in a way that stands out in a time when genuine connection is increasingly rare.
In other words, it's not so much about "human brands" being a new trend—it’s about the way brands are highlighting their human side to stay relevant in a world where human interaction is becoming less and less common. People crave authenticity, empathy, and a sense of connection, especially in a time when screens are taking over personal touchpoints.
Brands like Nike and Patagonia have mastered the art of this, but the strategy itself is far from revolutionary. They’re just leaning in hard where others might still be dipping their toes in. They’ve long understood that connecting with people on deeper, more emotional levels creates lasting loyalty. Nike’s ability to blend bold, purpose-driven messaging with cutting-edge product innovation is a prime example of how brands can marry humanity with progress. Meanwhile, Patagonia's unwavering commitment to environmental sustainability isn’t just a marketing gimmick—it’s woven into their DNA. Their authenticity and purpose resonate so strongly because they’re consistent and clear about what they stand for. As tech takes over, the brands that can successfully balance innovation with humanity are the ones that will stand out.
So, it’s not about reinventing the wheel—it’s about making sure it still spins in a way that resonates with real human beings. And that, at the core, is what great branding has always been about.
So, What’s the Verdict?
In the end, our take is that a "human brand" isn't some groundbreaking new concept—it's simply good branding. The best brands have always understood the power of connecting with people on a personal level. What's shifted is the need to emphasize that humanity in a world increasingly dominated by tech and automation. As brands like Nike and Patagonia show, the real magic lies in authentic, human-centered storytelling.
Those who can master this balance will not only stay relevant but thrive. It's not about creating something new, but about leaning into what has always worked—being real, relatable, and resonant with the people you serve.
Sources:
https://www.brandingmag.com/luc-benyon/what-is-a-human-brand-anyway/
https://www.forbes.com/sites/braze/2019/05/10/how-human-is-your-brand/