Everybody is talking about how crucial it is to humanize your brand. It helps set your brand apart but is even more valuable because it helps earn your audience’s trust. I can guarantee that your people have asked who the person behind your brand is at least once.

Now, I hear you saying that showing your face to your community may create an impression that your brand needs to be more professional. It is also relevant in the conservative part of the world where I currently am, where women traditionally don’t show their faces. I have had clients like this, and I have also had clients who didn’t even have an Instagram account.

I am here to tell you that humanizing your brand creates traction and trust. People invest in brands whom they trust. It is especially applicable to community-focused or personal brands. Here is an example of a brand that, in my opinion, humanizes its brand just enough and to the point. And guess what? It is a nail polish brand called Cirque Colors. 

Cirque Colors is community-focused. Here is what they do to humanize their brand and create a connection with their customers.

They show the faces of the team.

It has practically the same effect. Cirque Colors often shares their team’s personal nail polish picks for the season/holiday and showcases nail art ideas their community comes up with using their nail polishes.

They share their process.

It assures its audience that its brand is authentic and its products are high-quality. Cirque Colors produces its nail polishes in small batches to remain sustainable and avoid harmful ingredients.

They send handwritten notes with their products.

Who doesn’t like human attention and interaction like this? A small handwritten thank you card goes such a long way in making someone’s day special.

They know their audience inside out.

Cirque Colors has determined the type of person it wants to reach. It talks directly to creative souls who enjoy expressing themselves through unique nail polishes. These people are ready to invest a little extra for premium, exclusive products and the opportunity to stand out.

They use their customer’s names when addressing them.

It means they personally recognize their people and value their attention. It also pertains to replies to their reviews and in their e-mail marketing. A person’s name has been proven to be the most resonating word for every human being.

Cirque Colors developed beautiful branding without a specific color palette because there are so many colors on the nail polish spectrum. They still use distinct visual language and a fun tone of voice. It’s all coming together strategically to connect with their people. 

This case study reminds us of the importance of the human touch. So many moving parts transform a brand into a unique and cohesive experience. Committed brands have the power to move their people in profound ways. Their brand identities are sheer invitations into their brand’s world. Let’s have friendly chat about how we can infuse human connection in your branding.