Talk human to me: Why brands need to sound like real people

Say you’re on the lookout for some new skincare finds. You walk into a store and ask a simple question, and the response you get sounds something like “Our advanced dermatological formulation optimizes epidermal hydration through a synergy of bioactive compounds.” I think it’s safe to assume you would walk right out.

Yet, the fact this, that a number of brands actually do communicate this way, especially online. They sound robotic, impersonal, and let’s face it – fake. I know I’m not the only one who rolls her eyes at words like ‘synergy’, ‘supercharge’, and ‘leverage’…and these are just a few.

Why does this happen? I believe it’s fairly simple. In digital communication it’s easy to forget that communication isn’t laptop-to-laptop. It’s human-to-human. Whether you’re talking B2C or even B2B – because who runs businesses? You guessed it – people.

The result of this disconnect in communication can be catastrophic – your target audience tunes out and trust erodes faster than you can say ‘dynamic’. Because in an era where authenticity is everything, customers want to be spoken to like people, not cogs in a machine. The brands that get this – and do it – are the ones that are able to build lasting relationships and encourage meaningful customer loyalty.

Let’s take a closer look at what this means and how it works.

People connect with people, not with businesses

Research from Harvard Business School reveals that customers who feel completely emotionally connected to a brand are a whopping 52% more valuable than those customers who are simply ‘satisfied’. This value covers a number of metrics including purchases and frequency of product use.

Airbnb is one brand that invokes such strong emotional connections through personalised, direct communication. Their ‘Live there’ campaign is an excellent example of immersive storytelling that increased audience engagement and reinforced their position as a leader in the travel industry.

The campaign didn’t just sell their stays. It sold an experience. So, instead of saying, ‘Our well-equipped stays offer local immersion,’ the brand opted for a simple – but much more impactful – line; ‘Live there. Even if it’s just for a night’. Succinct yet brilliant, communicating the brand’s USP as the go-to stays for authentic travel experiences.

Complex language doesn’t sell – it confuses

Businesses often fall into the trap of using unnecessarily complex language to sound authoritative. But complicated words only alienate your audience. Real connection comes from clarity and simplicity – yes, even for most B2B brands. Take Slack for example. It thrives on keeping things simple. Their website doesn’t say something like ‘Our software optimizes interdepartmental collaboration by facilitating synchronous communication.’ Instead, it says ‘Make work life simpler, more pleasant and more productive.’ Easy. Zero fluff. Effective.

Tone is everything

Communication is a two-way street, and a conversational tone helps create a sense of warmth and relatability. People don’t want to be talked ‘at’. They want a brand that understands them. Consider Oatly, the Swedish oat milk brand. Yes, milk isn’t the most exciting product, but the brand does a great job of turning even mundane product descriptions into moments of surprise and delight. So, instead of saying something obvious and expected such as ‘Our product is made from high-quality oats’, the side of their cartons that includes the ingredients and nutrition information says:

‘If this side bores you, please read no further. Flip the carton around and have a wonderful day. Otherwise, please do enjoy.’

It’s unexpected but it works – because it shows a keen understanding of how a consumer’s mind works, and it sounds like you’re talking to them, not at them.

This human-like engagement makes the brand feel personal, easy-going, and fun. It’s really that simple.

Listening is crucial

Communication is just as much about listening as it is about talking. Brands that listen and genuinely engage with their audience are always a step ahead when it comes to building trust and deeper loyalty.  And Netflix is a brand that understands this well.

An example comes to mind from years ago, when a user posted an expletive-laced tweet about not being able to subscribe, Netflix India replied – ‘bhai thand rakh, head over to help.netflix.com to resolve any issues!’

This exchange could have gone terribly wrong, and would have definitely escalated if ignored. But Netflix India handled it as it always does – easy-going with a splash of humour.

Honesty over perfection, everytime.

Brands are made by humans, and humans sometimes make mistakes. A brand that acknowledges its flaws and communicates with transparency earns more trust than one that hides behind complex, ultra-polished statements.

Consider KFC in 2018, when it faced a near-complete collapse of its operations due to logistical issues that caused a disastrous chicken shortage. Instead of releasing a formal corporate statement – that likely no one would have read – it issued a playful apology by rearranging their logo on an ad to read “FCK.”

The ad read – “A chicken restaurant without chicken. It’s not ideal. We’re sorry.”

It was genius – humorous, simple, honest – and turned a very real crisis into an opportunity to reinforce customer trust.

Final Thoughts

Brands love to talk. They shout from billboards, slide into inboxes, pop up in feeds, and sometimes even interrupt our favorite songs. But not many think about how they sound to their consumers. So, before you hit send on that next mass email, ask yourself:

• Does this sound like something a real person would say?
• Is this clear, engaging, and natural?
• Does this make the brand feel more relatable?

If the answer is no, go back to the drawing board. Because at the end of the day, the brands that talk like real people are the ones people want to keep listening to.

Let’s discuss how to make your brand sound more human.