The document discusses humanizing your brand from the inside out. It provides tips for compelling employees to be more human such as teaching empathy, creativity, and compassion; empowering employees to listen and act; and celebrating and caring for employees. Examples are given of companies that live their brand through human emotions. The webinar aims to show why emotions drive business and how to bring out the human side of a brand.

1. Humanize Your Brand From the
Inside Out
Rhonda Basler Julie Lawson
With: Moderated by:
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Humanize Your Brand
Since 2007, they’ve been the industry leader in building community and
engagement solutions. Their robust Engagement Platform delivers powerful online
communities and communications software designed to engage your users across
every stage of their journey. Community is not just a feature. It’s more than just a
forum or support portal. A community is about creating a centralized destination
that customers want to return to again and again, creating lasting connections with
and among you and your customers.

3. 3
Humanize Your Brand
Click on the Questions panel to
interact with the presenters
https://www.customerexperienceupdate.com/frs/14846397/branding-from-the-
inside-out

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Humanize Your Brand
About Rhonda Basler
Rhonda Basler leads the customer engagement and marketing team at Hallmark Business
Connections, Hallmark’s B2B subsidiary. Her passion is innovating human-centered and results-
oriented approaches to customer experience, employee engagement, and omnichannel marketing,
creating great ROI through human connection. Before joining Hallmark Business Connections,
Rhonda worked with agencies and companies ranging from small businesses to the Fortune 500,
achieving measurable marketing and customer experience results by applying the latest marketing
innovations and strategic insights.
About Julie Lawson
Julie Lawson majored in English at Boston University. She worked at the college radio station,
WTBU, where she developed a passion for producing shows with good music and good stories.
She started her career at a small publishing house in Los Angeles and went on to become Webinar
Coordinator at Aggregage, where she produces webinars and facilitates BTS webinar functions. In
her spare time, she enjoys going to the beach, camping and reading great books.

5. Humanize Your Brand:
How Empathy, Creativity and
Compassion Drive Results

6. 8 Ways to Humanize Your Brand
Our Agenda:
Why Emotions Drive Your Business:
Where to Start and How to Bring Out the Human Side of Your Brand
6 Ways to Make Your Employees More Human
2 Examples of Companies Living Their Brand

7. The Wonderful Thing About Human Emotions
Studies show that positive emotions toward a
brand have a far greater influence on consumer
loyalty than trust and other judgments, which
are based on a brand’s attributes.
https://w ww.psychologytoday.com/us/blog/inside-the-consumer-mind/201302/how -emotions-influence-w hat-w e-buy

8. Human emotions compel us to act and make decisions…

9. …and that’s good for engagingboth customers and employees

11. S p i r e R a d i o
S p o t

12. 6 Ways to Compel Your Employees To Be More Human

13. Live Your Brand
What employees
believe is what
consumers will believe.
1

14. Teach & Reward
Soft Skills
Empathy, Creativity
and Compassion
2

15. Empower Employees to
Listen and Act
3
FedEx Driver Saves Wedding
"He went out of his way completely because he could have easily
just kept going on that day and not dropped the package and
moved forward with his route," said Perkins. "He really went
above and beyond." Source: Good MorningAmerica

16. Take 5
Give Them a
Brand Building Toolkit
4

17. Celebrate and Care
for Employees
5

18. 8 Tips to Humanize Your Brand

19. Bring your
humans to the
forefront
1

20. Don’t waste
their time
2

21. Adjust your tone
3
“Porch package patrol is a lot to ask of your dog. To
keep your online holiday purchases safe from theft,
consider requiring a signature for package deliveries,
installing a security camera that’s visible from the
street or using a secure package delivery box.
#GoodNeighbor”
“Mix focus and fresh air. Pack up your laptop
(and your sun hat) to work from our M Club.”
“Staring contest on the ramp in DEN.”

22. Be your best
in the moment
you are in
4
"Being committed to the welfare of those we serve means
being responsive to evolving needs and acting swiftly."
– Troyen Brennan, Executive Vice President and Chief Medical Officer,CVS Health

23. Don’t Be Shy
5
What if TOMS never talked about their ONE FOR ONE mission?

24. Say thank you
and mean it
6

25. Go for the feelings
7
“I have never in my life seen
this level of customer service.”
“It’s little things like this that
earn business. If I got this
card I would never use
another mechanic in my life.”

26. Celebrate, mourn,
and apologize
8

27. Brand Empathy in Action

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Humanize Your Brand
Q&A
Julie Lawson
With: Moderated by:
Director, Customer Engagement, Hallmark Business
Connections
Linkedin: in/rhondabasler
Twitter: @rkbasler
Rhonda Basler
Webinar Coordinator, Aggregage
Linkedin page: /in/Julie-Lawson/
Email: julie.lawson@aggregage.com
https://www.customerexperienceupdate.com/frs/14846397/branding-from-the-inside-out