What Does It Actually Mean To Humanise A Brand?
A lot is spoken about in marketing circles when it comes to “humanising a brand.”
But what does humanising actually mean?
For a term that’s thrown around constantly, you’d think we’d have a single, clear definition. Instead, you’ll find dozens.
Here’s mine: To humanise a brand is to bring it to life.
And so, like any living being, it should:
Feel emotions
Evoke emotions in others
Hold values and beliefs
Share those values with others to find alignment
Stand confidently in its identity – not just reflect others’ opinions
This is where many brands fall short. They focus on features. They push out polished content. But they miss the emotional glue that holds human connection together.
We don’t connect with people because of what they do. We connect with people because of how they make us feel.
So why should it be any different for a brand?
Humanising A Brand Through Video: The 4-Part Framework
At Fixon Media Group, this is something my team and I do daily – especially when building out video marketing strategies for clients across sport, tourism, and education.
Here’s the 4-part approach we use to humanise a brand through video:
Define Your Desired Outcome
Every video needs a purpose.
Are you:
Trying to drive sales?
Looking to increase customer retention?
Aiming to boost awareness or trust?
Whatever the goal, start with the end in mind.
Because if you don’t know what outcome you want, no strategy, no script, and no edit will get you there.
Focus On The Emotions That Create Action
Once the goal is clear, the next question is: What emotions does your audience need to feel to take that action?
This is where many brands miss the mark.
There’s always a gap between where your audience is now, and where you want them to go. And between those two points is an emotional journey.
Right now, they may feel:
Frustrated
Stuck
Overwhelmed
Disrespected
Disconnected
You know your product or service can take them somewhere better. And when they get there, they’ll likely feel:
Empowered
Proud
Peaceful
Inspired
Grateful
Your video’s job is to take them on that emotional journey. This is what drives behaviour – not features or benefits.
Build A Relatable Story Around The Emotions
Knowing how you want your audience to feel is only step one. Now you need to make them feel it.
To do that, you need a story. And not just any story – a relatable one.
Because relatability = connection. Connection = emotional openness. Emotional openness = a higher chance of taking action.
This is where creativity can flourish.
We often brainstorm dozens of potential storylines for clients, each reflecting the emotional journey of their customer – from pain to possibility.
But we don’t just pick the most creative one. We choose the one that:
Aligns best with the brand’s values and beliefs
Reflects the tone, personality and character of the brand
Has the highest chance of building emotional resonance with the audience
That’s what makes the story, and the brand, feel truly human.
Tie It Together With A Clear Message
Once the emotions and storyline are mapped out, that’s when we craft the message.
Why not earlier? Because message follows emotion, not the other way around.
If you lock in your message too early, you limit what you can explore emotionally, which often leads to a flat or forgettable video.
By finalising your message after the emotional journey is mapped, you can craft something highly specific, tightly aligned, and emotionally impactful.
Often, this also includes a clear call to action – ideally placed when the viewer is still emotionally open.
Because emotion drives decisions. And that window of emotional vulnerability? That’s your best shot at prompting action.
Final Thoughts
If your brand wants to build real trust and connection – don’t just talk like a human. Think like one. Feel like one. Act like one.
Your video content shouldn’t just explain what you do. It should express who you are. And more importantly – it should make people feel something that leads them to act.
That’s how you humanise a brand.
Want Some Help In 2025?
At Fixon Media Group, our team specialise in capturing the emotions that resonate with your customers and transforming them into powerful, captivating brand films designed to connect with your audience.
If you’re looking to create impactful brand films and short-form video content in 2025, feel free to get in touch with our Melbourne based video production team.