There are many brands that feel cold and alien. Look particularly at some of the financial and banking brands, multi-billion dollar institutions yet they have no connection or relevance to the vast majority of people. There are plenty of business and management brands that fall into the same trap.
If you wish to see an example of how to instantly humanise and improve the perception of your brand, look no further than the 10000 women project being run by Goldman Sachs.
A five year project providing business education and guidance to 10000 female entrepreneurs who otherwise would not be able to access that kind of training. It feels like a warm and genuine piece of community work from a brand that has usually felt blank to me.
Not only that, but I take away from the video a better sense of what Goldman Sachs feels like as a company; as well a strong perception of accessibility and friendliness. The opposite of how I pictured the brand not ten minutes ago.
"No country will ever achieve its' full potential if half of its' talent pool is stymied or under-represented" - Too right.