My brother Kayo and I are avid surfers and over the past few years we’ve spent a lot of time in La Union, which has become our second home. Surfing is a beautiful thing–part sport and part art, it helps me stay fit and learn important lessons like perseverance, practice, and respect for nature. It’s also an excuse to take my wife and little girl to the beach where we share wonderful moments together playing in the sea.
Surfing reminds me to be more human and celebrate the wonder of life in the midst of creation. City boys like us need a bit of countryside; it makes us well-rounded people.
At Honeycomb, we embrace the idea that, like me or you, it is beneficial for a company or brand to be a well-rounded ‘person.’ It must come across as human, because it deals with humans who relate best with–you guessed it–humans.
In his book The Thank You Economy (Harper Business, 2011) biz dev wunderkind and social guru Gary Vaynerchuk talks of peoples’ ‘B.S. radar’, which is extremely adept at sniffing out if they’re being coerced into a business transaction. He posits that goodwill and genuineness are indispensable in today’s economy.
At Honeycomb, we believe good social behavior stems from being a well-rounded person. It’s very simple: act like your customer’s friend! And by that, we mean the friend they actually like hanging out with because the conversation is good–not the annoying one who’s always trying to get them to join a network marketing group. Be genuine. Be human.
Being a human brand means coming across to users as an authentic person and not a machine that spews out template responses. It means engaging folks in dialogue about whatever they want to talk about. It means using social platforms not solely for blasting out the latest offering you have–that’s called spam, folks! And it means going beyond hi-fiving and RT-ing VIPs and influencers, and actually caring for the everyday folk who have fewer followers and friends.
It also means letting the personality of those who represent your brand shine through, reflecting a spectrum of genuine interests. This is not about deviating from your institution’s core competence or identity. It’s about your brand being a well-rounded person, because that’s what people want–and respond best to.
How can your brand be a more well-rounded person?