Brands Are People

Anthropomorphism

Returning to Virgil Abloh's beliefs discussed in my previous article, in his words, a brand should reflect the personality and values of its creator, just like a person.

Brands that seem alive often create deep emotional connections with their audience and this is achieved through anthropomorphism – which is the attribution of human traits, emotions, or intentions to non-human entities.

Psychology explains why we like to see ourselves in things. We are social creatures with brains designed to process social information, so we naturally look for human-like characteristics in the world around us, a tendency that begins in childhood and often persists into adulthood. This tendency helps us make sense of our environment and connect with it on a deeper level.

Authenticity is crucial to building trust and connection with consumers

Following this concept, people often use brands to express aspects of their own identity. When a brand’s personality or values match with a consumer’s self-concept, they are more likely to feel a strong connection and preference for that brand.

Therefore, just as living beings need sustenance, brands need constant engagement, innovation and relevance to stay vibrant and alive.

Brands as living entities

Living brands are responsive to their environment. They adapt to cultural changes, consumer needs and market trends. This adaptability is crucial for survival, as brands that don't evolve run the risk of becoming irrelevant.

Nike exemplifies the concept of 'brands as living entities' through its dynamic strategies and practices. This is evident in campaigns like the “Dream Crazier” campaign that celebrates female athletes breaking barriers, while “Find Your Greatness” highlights ordinary people achieving their best performance. These narratives make Nike seem closer and more alive, strengthening a deep emotional connection.

Profound connections

By seeing brands as living entities incorporating anthropomorphism, companies can strengthen deeper connections with their audiences tapping into deep-seated human tendencies to relate to and see ourselves in the world around us. Brands that successfully humanize themselves become more memorable, stay relevant in an ever-changing world and generate lasting value.

The takeaway is, this approach shifts the focus from consistency to authenticity, from permanence to significant impact.