Through anthropomorphism you are making a brand human-like, enriching it with stories that customers can connect and engage with...

1. HUMANISING A BRAND THROUGH
ANTHROPOMORPHIC
MARKETING

2. They breathe, feed, age and if not provided the care and attention they need they can
deteriorate rather than flourish.
How does a brand become a living being? It’s the customers. It’s how a customer
connects with a brand on an emotional level and how they understand its values.
IT’S THE HUMAN ASPECT OF THE BRAND; AS THIS IS THE PART THAT
CUSTOMERS CAN ASSOCIATE WITH AND COMMUNICATE WITH.
THE HUMANISATION PROCESS OF A BRAND IS ALSO KNOWN AS
ANTHROPOMORPHISM.
THROUGH ANTHROPOMORPHISM YOU ARE MAKING A BRAND
HUMAN-LIKE, ENRICHING IT WITH STORIES THAT CUSTOMERS CAN
CONNECT AND ENGAGE WITH.
BRANDS DO EVERYTHING THAT
LIVING BEINGS DO...

3. Apple is a great example of anthropomorphic marketing. The people behind Apple
knew they had a good product; they just needed to market it properly.
In one of its first advertising campaigns they decided to personify Apple in the form of
‘Mac’ and the competition was personified in the form of ‘PC’.
‘Mac’ and ‘PC’ were complete opposites. Mac was definitely the charmer, who was
smart and witty. PC, on the other hand, was awkward and not too clever.
TOP MARKS APPLE. THROUGH PERSONALISATION THEY GAVE THEIR BRAND A
VERY LIKEABLE SPOKES-CHARACTER. APPLE CUSTOMERS NOT ONLY HAD
SOMEONE TO CONNECT WITH, BUT ALSO ASPIRE TO BE. CUSTOMERS KNEW
WHO MAC WAS AND THEY WANTED TO BE HIM.
HOW APPLE USED
ANTHROPOMORPHIC MARKETING

4. THROUGH PERSONIFICATION CUSTOMERS CAN CONNECT WITH BRANDS
ON A MUCH MORE PERSONAL LEVEL.
CUSTOMERS PREFER HUMAN BRANDS, AND THEIR STORIES AND
CONCEPTS THAT GO FAR BEYOND THE PRICE TAG. A BRAND’S PERSONA
MUST ADHERE TO AND UNDERSTAND THE CUSTOMER’S WANTS, NEEDS
AND DESIRES.
THE PROCESS OF BRAND ANTHROPOMORPHISM
Brand Persona (Personification): This step has really been covered in the introduction,
and is an example of how Apple used anthropomorphic marketing.
How does the process of brand anthropomorphism take place? Typically there are three steps involved...
STEP 1

5. STEP 2
Brand Metaphors: Living brands have identifiable metaphors that give a true
understanding of a brand. There are various elements involved here such as: stories,
characters, imagery, music etc. These elements are all part and parcel of the
anthropomorphism process.
FOR EXAMPLE, ‘TONY THE TIGER’, WHO IS THE SYMBOL OF ‘FROSTIES’,
OR THE ‘DURACELL’ BUNNY. WHEN WE TALK ABOUT HUMANISING A
BRAND IT DOESN’T JUST MEAN USING HUMANS.
IT DOESN’T JUST MEAN USING SYMBOLS EITHER. IT’S ALL ABOUT
TELLING A STORY THAT THESE CHARACTERS ARE PART OF.

6. STEP 3
Competition: All brands have to compete with others in the market.
Nowadays, no brand is truly unique. Brands need to understand how similar and
competing brands represent themselves. Are brands using the same sort of colours,
location, melodies, values etc.?
BRANDS THAT ARE INNOVATIVE DARE TO BE DIFFERENT.
THEY ARE DIFFERENT IN WHAT THEY OFFER AND HOW THEY
REPRESENT THEMSELVES.
TAKE, FOR EXAMPLE,’ T MOBILE’, ITS COMPETITORS USE BLUES,
BLACKS AND GREENS WHEREAS THEY DARE TO BE DIFFERENT AND
CHOSE THEIR COLOUR TO BE PINK.

7. TO CONCLUDE
When done right humanising a brand through anthropomorphism can have many
advantages. Today, brands need to think beyond the price tag and benefits of their
products and services. What’s important for customers is how they can connect with a
brand on a personal level.
CAN THEY RESONATE WITH A BRAND’S VALUES AND
BELIEFS? CUSTOMERS THAT CAN CONNECT ARE ALSO LOYAL,
AND BRAND ADVOCATES.
NOW ISN’T THAT SOMETHING WORTH WORKING TOWARDS
WITH YOUR BRAND?
.

8. THANKS FOR READING! FOR MORE
MARKETING GOODNESS,
CHECK OUT OUR BLOG
www.birchprint.co.uk/blog/
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