People connect with people.
Customers increasingly want to know who they are supporting, whether that is a founder pursuing a life-long ambition, the team delivering the service, or the people whose values shape the business. They want to understand the story behind a company, not just simply what it sells.
When customers feel that they know a business, it becomes easier to build familiarity, trust and, eventually, loyalty. That stronger connection can influence everything from customer satisfaction and recommendations, to repeat business and long-term growth.
But what does it actually mean to humanise your brand?
Putting your people at the heart of your content
One approach that has become increasingly valuable is employee-generated content (EGC): placing the people within your business at the forefront of your marketing.
Your employees often work directly with your customers. They understand the questions clients regularly ask, the problems they need help solving, and the subjects most likely to resonate with them. Bringing those voices into your marketing can make your content feel more relevant, credible, and personal.
This could include:
- Featuring employees in social media videos
- Sharing a regular “meet the team” feature
- Highlighting individual experience, qualifications or achievements
- Introducing team members through email campaigns
- Replacing generic stock photography with authentic images of your people
- Sharing behind-the-scenes moments from across the business
These may feel like small changes, but together they can transform how a brand is perceived. Instead of appearing like a distant company, the business begins to feel like a group of knowledgeable and approachable people.
Telling the story behind the business
Humanising a brand goes beyond introducing employees. It also means sharing the experiences, values and people that have shaped the company.
The strongest brand stories are honest, relevant and consistent. Sharing the history and everyday work behind a business gives customers something meaningful to connect with.
Additionally, it is an opportunity to show company values in action. That might mean highlighting a green initiative, sharing other corporate social responsibility (CSR) work, or recognising the people in the business who champion these efforts.
The story extends beyond the workplace, too. Industry events, speaking engagements and collaborations with partners, customers or other organisations all offer a chance to show what the business contributes to its wider community.
Authenticity needs a strategy
At fatBuzz, we work with clients to find the stories, expertise and personalities already present within your business and turn them into engaging content.
The right approach will look different for every organisation. What matters is that the content feels true to the business and relevant to the people it wants to reach.
After all, people connect with people, and the human side of your business could be one of your strongest marketing assets.
At fatBuzz, we help businesses bring their brand to life through authentic, engaging content that puts people at the heart of their marketing. Whether you need support with content strategy, social media, employee-generated content or finding the stories that make your business unique, our team is here to help. Contact our Head of Marketing, Caitlin at caitlin@fatbuzz.com to find out how we can help your business create more human, meaningful marketing that connects with your audience.