In today’s crowded marketplace, how to make your brand human is one of the biggest challenges for businesses. Many brands try to stand out by being quirky or funny, but is that enough to build a genuine connection with customers?

At Storiie, we always aim to work with brands to discover what truly makes them human — going beyond surface-level quirks to build authentic, empathetic connections that last.

Why Quirkiness Alone Doesn’t Equal Human

There’s a common misconception that being quirky or playful automatically makes a brand relatable or human. While humor and creativity can catch attention, real human brands go much deeper.

Take slogans like Pepsi’s “Live For Now”, Oatly’s “Milk for Humans”, or the inspirational quotes you find printed under the lids of MUSH overnight oats. They’re clever, playful, and sometimes make you smile. But do they actually connect in a meaningful way — or are they just fun gimmicks dressed up as human connection?

Being human means showing vulnerability, empathy, and authenticity — not just a catchy slogan or colorful visuals. It’s the difference between making someone chuckle for a second and making them feel truly understood.

What Makes a Brand Human? 5 Essential Traits

Drawing from my work with people and planet conscious organisations over the last 20 years, and having been a keen advocate of all things authentic, here are some common traits you’ll see in brands doing human right:

1. Authentic Reflection of Your Audience’s Feelings

Brand messaging reflects the real emotions and experiences of its customers. The language, tone, and visuals create a safe, welcoming space where people feel understood and supported. This kind of authentic reflection builds trust and connection.

2. Empathy and Active Listening

A human brand listens actively and responds thoughtfully. It doesn’t just broadcast messages but creates two-way conversations, adapting based on community feedback. Building community actually means creating a dialogue that generates agency and action beyond the brand, not just broadcasting your products and services.

3. Purpose Beyond Profit

Brands like Patagonia and Warby Parker show how a clear, meaningful purpose can humanise a brand. Their dedication to social and environmental causes creates emotional resonance with customers who share those values.

4. Consistency and Reliability

Trust is built over time. Authenticity cannot be rushed. People notice the fake authnetic approach from a mile away. Consistent messaging, tone, and behaviour show your brand is dependable and genuine — key for lasting relationships.

5. Emotional Connection Through Storytelling

Using stories that tap into real human emotions — from joy to vulnerability — helps brands create memorable, meaningful experiences.

Brands Doing Human Branding Right

LEGO – Their fan community (AFOL – Adult Fans of LEGO) isn’t just tolerated, it’s celebrated. They invite fans to co-create new sets, host building challenges, and share user-generated designs through LEGO Ideas, turning customers into collaborators.
REI – The “Opt Outside” movement didn’t just make headlines; it built a tribe of people who share values around the outdoors, sustainability, and mindful consumerism. They foster that community through events, classes, and advocacy.
Peloton – Beyond the bikes, Peloton thrives because of the engaged member community. The live classes, shout-outs, and social groups create accountability and emotional connection among riders.
CoCreate (Storiie Portfolio) reflects participants’ lived experiences, inviting them into a safe, colorful space for creative healing.

Brands Missing the Mark on Being Human

Not every attempt at human branding succeeds. The 2017 Pepsi ad with Kendall Jenner tried to tap into social justice themes but came across as tone-deaf and inauthentic, showing how shallow references to human issues can backfire.

Similarly, brands relying only on gimmicks or forced humour without genuine empathy risk feeling hollow and untrustworthy.

How to Start Making Your Brand Human Today

Listen closely to your audience’s true feelings and experiences.
Reflect their emotions authentically in your messaging and visuals.
Define your brand purpose beyond sales goals.
Communicate consistently with empathy and transparency.
Use storytelling to create emotional connections.

If you want help building a truly human brand that connects deeply and lasts, check out my work with CoCreate and other projects at Storiie Portfolio.

Let’s create the kind of brand story that feels less like marketing and more like a conversation.

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What Makes a Brand Human? How to Build Authentic Brands