We like to call this the process of “Humanising Brands” (apart from the fact that it sounds cool too). To “humanise a brand” means enabling that brand to tell a story that speaks to people (not consumers) at their level. This story should engage and delight people to a point where they want to take the next step and establish a relationship with the brand—and that is what we call “brand loyalty”. We typically follow and apply a few key drivers that help us in humanising the brands we’re working on:

Humanising Brands with Joie Brands
The Joie Brands Humanising Brands process