Artificial intelligence started to take baby steps in transforming the marketing and PR function. In a world full of confusing choices, fake news and shrill voices, the consumer looks to you to help them make sense. Simplifying and making meaning is central to the role of a communicator. Brands are expected to drive conversations about social change. Many view this trend as deeply polarizing, yet this also a huge opportunity for this profession to shape the conversation. More than ever the role of this fraternity is to use their expertise to humanize the brands they represent. That means building trust.
The journey to humanize the brand
The more tech goes mainstream, the bigger is the need to bring the humanity of the brand to the center stage. AI became the smart assistant who helped us with content creation, personalization, data analysis, and more. The Marketing and PR professionals must augment their skills with the power of AI to build trust. The toughest and most polarizing moments offer the biggest opportunities to build trust.
Consumers are more aware and concerned about the social and environmental impact of the brands they buy from. PR professionals need to communicate their brand’s values and actions on relevant social issues, such as equity, sustainability, and ethics. People align themselves with influencers who reflect their values or aspirations, fostering a sense of belonging and connection. Influencer Marketing Hub indicates that nearly 63% of marketers intend to increase their influencer marketing budgets. Micro and nano influencers, due to their relatable personas, foster stronger identification among niche audiences, triggering a deeper level of engagement compared to traditional advertising.
Three levers to humanize the brand.
- Using AI to make sense of the data
Building trust in the brand is the first step to make a brand human. Nearly 35% of Amazon purchases and 75% of what people watch on Netflix come from product recommendations. This underscores the urgency for marketers to master AI tools for hyper-personalized, data-driven marketing strategies. Customers will expect you to use AI-powered recommendations to be simplifying decision-making and enhance their user experiences. - Connecting the dots through stories
Data is necessary to craft the Marketing and PR strategy, but storytelling is what creates a pull for the consumer. Stories humanize the brand. By adapting the voice of the brand to the technology being used is a skill. - Voice search is a trust builder
The popularity of podcasts shows that a human voice speaking into our ears is a strong way to build a connection. Optimizing personalized content for voice-enabled devices, focusing on conversational keywords and adapting content for voice-based interactions will make brands human.
How to build your skilling strategy
As a talent management practitioner, I recommend the following approach to your skilling strategy.
- Embrace Multidisciplinary Mindset
The ability to teach yourself other disciplines is pivotal. Spend 20% time to learn new skills. Cross-functional projects are powerful ways to build your skills and build a network. Once a week have lunch with someone who works in a very different part of the business. Learning is often a painful and messy process. Don’t get discouraged. Videos and podcasts are powerful ways to learn about new fields. Aim to build expertise in a subject you know very little about and give yourself 90 days to learn about a new field. - Data Simplification
Devote time analyzing familiar data, and then use new analytics tools to analyze the familiar data. Start by creating visual representations of data using tools like Tableau or Power BI. Translate complex insights into digestible narratives during presentations, ensuring clarity for diverse stakeholders. Once you have understood the analysis, ask yourself – “So What?” Being able to answer the ‘so what’ question in simple terms is evidence that you will be able to explain it to your customers. - Masterful Storytelling
Storytelling is the cornerstone of effective communication. To enhance storytelling skills, practice the art of succinctly summarizing complex ideas. Use platforms like TED-Ed to learn the art of storytelling and practice by narrating experiences or industry trends. Practice telling the same story through a podcast and a 60 second video before you create a slide deck. - Cultivating Your Personal Brand
They say, the plumber’s house always has a dripping tap. As a personal branding coach I have rarely seen the Marketing and PR professionals building their personal brands. Develop a strong online presence by sharing insights, articles, or case studies on platforms like LinkedIn. Writing about industry trends is a powerful way to help others. Actively engage with industry peers, contribute to discussions, and seek mentorship to amplify your brand.
As we navigate the evolving terrain of brand-human connection, let us embark on this journey by fostering trust, weaving compelling stories, and embracing the multifaceted skill set essential for the road ahead.
