Why are some brands loved and some ignored? Brent Niemuth walks us through how humanizing your brand impacts the relationships with your customers.

1. IT’S TIME YOUR BRAND BECOMES MORE HUMAN
BRENT NIEMUTH
President, J.Schmid
HUMANITY
MARKETING

3. WHY ARE SOME BRANDS LOVED
AND OTHERS IGNORED?

4. BRANDS ARE BASED ON RELATIONSHIPS,
AND RELATIONSHIPS ARE BASED ON
FEELINGS.

6. BUT WHAT ABOUT B2B BRANDS?

7. FACT:
CONSUMERS SAY 80% OF BRANDS
DON’T MATTER TO THEM.

8. SO WHAT ARE THE 20% DOING RIGHT?

9. THEY ACT MORE
HUMAN

10. MAIN INGREDIENT:
EMPATHY

11. PROBLEM:
HOW OFTEN DO YOU TALK ABOUT
THIS INTERNALLY?

13. CHALLENGE:
WE’RE NOT SELLING TO A “DEMOGRAPHIC”
OR A “TARGET” AUDIENCE.

14. WE’RE TRYING TO CONNECT WITH HER.

15. WHY IS THIS SO IMPORTANT?

16. SO WHY DO WE EXPECT MORE
FROM BRANDS TODAY?

17. LET’S BLAME THE MILLENNIALS!

18. THEY WERE RAISED ON FACELESS BRANDS WHO
WHO SIMPLY “MARKETED” TO THEM.
THEY TRUST OTHER PEOPLE’S OPINIONS MORE THAN YOURS.
THEY WANT “AUTHENTICITY” MORE THAN ANYTHING.
THEY SEEK “EXPERIENCES” MORE THAN THINGS.
THEY WILL SPEND MORE ON BRANDS THAT SHARE THEIR VALUES.

19. LET’S BUY SOME JEANS

20. PRICE / OFFER
A

21. PRICE / OFFER
A
$30

22. PRICE / OFFER QUALITY
A B
$30

23. PRICE / OFFER QUALITY
A B
$30 $60

24. PRICE / OFFER QUALITY
A B
BRAND VALUES
C
$30 $60

25. PRICE / OFFER QUALITY
A B
BRAND VALUES
C
$30 $60 $90

26. IT’S NOT JUST WHAT YOU SELL,
IT’S WHAT YOU STAND FOR.

27. THE EVOLUTION OF BRANDING

33. BRANDS HAVE BECOME PROGRESSIVELY MORE HUMAN.

34. PERSONALITIES BEHIND THE BRANDS

35. PERSONALITIES BEHIND THE BRANDS

53. THE POWER OF PRINT

54. FACT:
PRINT HAS MORE EMOTIONAL PULL
FOR CONSUMERS THAN DIGITAL.

55. FACT:
PRINT LEAVES A LONGER LASTING
IMPRESSION THAN DIGITAL.
(YOU REMEMBER IT LONGER)

56. FACT:
PRINT FEELS MORE PERSONAL.
(THIS IS FOR ME)

57. FACT:
THE ACT OF TOUCHING THE MESSAGE
MAKES PEOPLE WANT IT MORE.

58. PRINT + DIGITAL

59. A CLIENT CASE STUDY

72. SO HOW CAN YOU DO THIS?
(7 TIPS TO MAKE YOUR BRAND MORE HUMAN)

73. GET TO KNOW YOUR CUSTOMERS BETTER
TALK TO THEM. OBSERVE THEM. UNDERSTAND THEM.
THEN TREAT THEM LIKE PEOPLE, NOT DATA.
1

74. DEFINE YOUR BRAND’S PERSONALITY
USE DISTINCTIVE ADJECTIVES AND DESCRIBE TONE-OF-VOICE,
AS IF YOU WERE DESCRIBING AN ACTUAL PERSON.
2

75. LET THEM SEE THE REAL YOU
BE AUTHENTIC. ADMIT MISTAKES. LET THEM PEEK BEHIND THE
CURTAIN. SHOW THEM THE PEOPLE BEHIND THE BRAND.
3

76. IT BEGINS WITH COMPANY CULTURE
EVERYTHING STARTS INSIDE.
HOW DO YOU TREAT YOUR EMPLOYEES?
4

77. YOU WILL BE JUDGED ON YOUR BEHAVIOR
HOW YOU ACT—THE THINGS YOU DO—ARE WHAT’S IMPORTANT.
5

78. WHO IS IN CHARGE?
ONE PERSON SHOULD BE CALLING THE SHOTS FOR THE BRAND.
WHO HAS THE VISION INTERNALLY?
6

79. BE MORE HUMAN BY SHOWING HUMANS
FEATURE YOUR FOUNDER, OR EMPLOYEES, OR PRODUCT
DESIGNERS, OR YOUR CUSTOMERS…
7

80. PEOPLE FIRST.

81. THANK YOU!
brentn@jschmid.com
@brentniemuth