Branding
The importance of authenticity in business.
Authenticity isn’t something you do only some of the time, it needs to be the lifeblood of your business, every single corner of it.
The lights are dimmed, I just finished choosing my dinner off the menu and I’m half buzzed on red wine, when I’m approached by a flight attendant addressing me by name, asking if I’d like to have the Bordeaux waiting on my next flight.
I didn’t mean to start this article out so bougie, but there it is. An experience so freaking memorable that not only do I tell everyone about it, but I am willing to pay extra for it. Too much extra in some most people’s opinion.
This isn’t just a flight anymore—it’s a moment, an emotion. It’s something special where I felt seen, appreciated, even valued. An experience that makes me want to come back.
This is the essence of being a human experience company. Creating memorable, emotionally charged moments that stick with people and keep them coming back—not because they need to, but because they want to.
We all want to have a company that delivers this kind of memorable experience, especially one that people will pay a premium on. But how can you get there if you don’t offer French wine and lay flat seats?
A human experience company is a company that crafts moments. The kind that make you feel something real—whether it’s joy, trust, or a connection that feels like this company just gets you. It’s that je ne sais quoi—something real that goes beyond the transaction, beyond the product or service, and hits on something that moves people.
Think back to the last time you felt an emotional connection with a brand. Maybe you loved their humour, or the way they showed you they cared, or the fact that you both believe in the same values. Those experiences stick with you because they make you feel human—they’re memorable, relatable, even inspirational.
When you deliver that kind of experience, you’re not just selling—you’re connecting on a deeper, emotional level. People start to feel something, and that feeling is what leads to loyalty, following, advocacy, and yes, even sales.
When you lead with emotion and values rather than your product, it can feel scary. But if you take this journey in small steps—being intentional in how you make people feel, you can create traction in your business. Here’s where to start:
Put yourself in your customers’ shoes. What do they care about? What frustrates them? What pain points do they have? When you understand the emotional side of what they need or what they are missing, you can deliver experiences that are crafted just for them.
Start by having real conversations with your customers and your team. Ask them what they love, what they hate, and what would make their lives easier. This isn’t just feedback—it’s insight into what they believe and what they wish they had. Use it to make your decisions about who you want to be, and what experience you want to offer.
You don’t need a bottle of Bordeaux to create moments that stick (but let’s face it, it does help). Every single touchpoint with your customers is a chance to do something memorable, something that makes them feel special. It’s not about grand gestures—it’s about the small, thoughtful details that show people you authentically care.
Look at every step of your customer’s journey with your brand. Where can you add something personal or do something that alleviates a pain point? Maybe it’s a handwritten thank-you note or a follow-up email that feels more like a conversation than a transaction. These are the moments people remember.
Your people are your first line of connection. If they don’t feel engaged or valued, that lack of energy will be felt by your customers. But if your employees are excited, passionate, and feel connected to your mission, they’ll naturally deliver that human touch every time.
Create an internal culture that matches the experience you want to deliver to your customers. When your team feels like they’re part of something meaningful, they’ll pass that vibe, those values and that connection right along.
Ultimately, this all comes down to one thing: creating an experience that makes people feel something. The kind of experience that not only solves a problem but inspires loyalty and connection. When you tap into that emotional depth, you’re no longer just a company—you’re someone who they bond and relate to.
Make sure every aspect of your company is aligned with the experience you want to deliver. Does your brand voice connect emotionally? Does your website make people feel welcome, comfortable and understood? Does your customer service say that you want to help them get results? When everything clicks, you’re not just making sales—you’re creating a follower for life.
I think we can all agree that a business class flight is pretty darn memorable. But being a human experience company isn’t just about offering something expensive—it’s about how you make people feel, how you relate to them, and ultimately, how you treat them—like humans.