The Real Reasons Your Brand is Being Ignored

Consumers don’t connect with corporations — they connect with people. Yet too many brands still sound cold, scripted and impersonal and find themselves being ignored. A strong brand voice isn’t just about what you say — it’s about how you make people feel. When your voice is human, relatable and unmistakably you, it builds trust, fosters loyalty and sets you apart in a crowded marketplace.

So how do you strike the right balance between professional and personal? It starts with a shift in perspective.

What Does It Mean to Humanize?

Successful brands infuse personality, empathy and authenticity into their communications. They use a voice that’s human and consistently speak like real people (instead of sounding like a cold, corporate institution). But sounding human doesn’t mean you have to use casual slang or crack jokes (unless that fits your brand like Duolingo realized). Instead, it means being genuine, relatable and approachable — in a way that fits exactly who you are as a brand.

Evaluating your brand’s voice starts with some honest self-reflection:

Do you use corporate jargon when you communicate?
Are you transparent about your values?
Do you interact with empathy and understanding?
Are you showing the people behind your brand?

Why an Authentic Brand Voice Matters

If your brand voice feels distant or impersonal, you’re missing out on key opportunities to build connections. That’s because consumers don’t just buy products, they expect experiences, values and relationships with every interaction. There is an expectation of more — and that means an authentic and relatable brand voice goes a long way:

It Builds Trust and Credibility: People trust people. A human voice builds trust by speaking like those who live and breathe the brand every single day.
It Increases Engagement and Loyalty: When brands engage in authentic conversations, people listen. According to Sprout Social, 51% of consumers find brands more memorable when they respond directly to them on social media. Additionally, 70% reported feeling more connected to a brand when the CEO is active on social media.
It Creates Connection: Emotion drives decisions, so by showing empathy and understanding, you create bonds that foster long-term loyalty.
It Differentiates Who You Are: In a competitive market, a relatable and authentic brand voice sets you apart. It helps your audience connect with your story and ultimately, your products or services.

How You Can Strengthen Your Voice Right Now

Showcase Your People

Put faces to your brand by featuring your staff on your social media, website and other marketing channels. Highlight their stories, interests and experiences to give your brand a more personal touch. At Swanson Russell, we’ve made it a point to put names and faces to the people who are doing the work by showing their passions outside of the office.

Engage in Conversations

Stop talking at your audience and start communicating with them. Whether it’s in blog comments or through customer support channels, engage in two-way conversations. Respond to feedback, acknowledge concerns and celebrate your customers’ wins. This creates a sense of community and shows you’re listening.

Tell More Stories

Share examples of real experiences, whether from your team or your customers, in a way that keeps customers captivated. People connect with stories, not statistics, so make sure your content is genuine and relatable. Start by highlighting testimonials, behind-the-scenes content and your brand’s history to create meaningful authenticity.

Be Transparent

Be upfront about your values, your challenges and even your mistakes. Being honest builds credibility and shows that your brand has nothing to hide. When issues arise, own up to them and communicate how you’re working to resolve them.

Use the Right Tone

Use language that’s easy to understand instead of corporate jargon. This doesn’t mean abandoning professionalism — it means being relatable. Tailor your voice to fit exactly who you are maintaining consistency across all platforms.

In the end, humanizing your voice isn’t about sounding friendly — it’s about building meaningful connections. When done right, it fosters trust, loyalty and engagement, setting your brand apart from the competition.

Are you ready to make your communications more relatable? Swanson Russell is a full-service advertising, marketing and creative agency specializing in authentic branding that connects with audiences. Take a look at the work we’ve created, get to know our approach — then, contact us to see how we can help.