Relatable Brands: How Humanizing Your Brand Drives Real Engagement

The Significance of Relatability in the Modern Marketplace

In today’s crowded digital world, traditional marketing isn’t enough. Audiences, especially younger ones, are tuning out polished ads and tuning into brands that feel approachable, authentic, and genuinely human.
They want to know that a brand is, at its core, made up of people just like them.

This desire for relatability has sparked a new wave of brand storytelling, where companies step down from the corporate pedestal and engage on a more human level.

There’s a growing shift: people don’t want to be constantly sold to. They crave content that’s funny, behind-the-scenes, lighthearted, and, most importantly, relatable. They want to know that a brand can laugh at itself, jump on trending conversations, and speak their language.

Platforms like TikTok and Instagram are at the forefront of this movement. Brands now post content that’s funny, self-aware, or completely unrelated to their product, but it works. Why? Because it’s relatable, entertaining, and human. These efforts help build a community, not just a customer base. And when a brand feels familiar, people are more likely to engage, trust, and return.

Brands that master this balance build loyal communities, not just customer lists.

Moving Beyond Corporate: What Relatable Brands Actually Do

Relatable brands step out from behind the corporate curtain. They interact like people would.
Behind-the-scenes glimpses, quirky office moments, timely memes, or a playful take on industry trends, this is the kind of content that builds affinity. It tells the audience: we’re not just a brand, we’re people too.

Here’s what these brands are doing differently:

• They Share Everyday Moments: Behind-the-scenes content, bloopers, casual updates, these give brands a human face.
• They Keep Up with Trends: Engaging in viral moments, participating in internet culture, and using humor makes brands feel current.
• They Talk Like People: Relatable brands ditch stiff corporate language for friendly, conversational tones.
• They Embrace Flaws: Sometimes the best posts are the imperfect ones. Being a little messy or self-deprecating makes brands more approachable.
• They Interact Authentically: Commenting on other accounts, responding with personality, and creating two-way conversations build trust and connection.

It’s not just about broadcasting a message, it’s about becoming part of the conversation.

The Psychology Behind Relatable Brands

People are naturally drawn to what feels familiar. It’s called the Similarity-Attraction Effect, we like people (and brands) who seem like us. When a brand acts and speaks in ways that mirror the audience’s own behaviors, it builds connection quickly.

Relatable brands also tap into parasocial relationships, the kind of one-sided bond we form with influencers, celebrities, or brands that feel like our "friends." The more a brand shows up in friendly, human ways, the more audiences feel personally connected.

Ultimately, relatability builds emotional loyalty, which is much harder to break than transactional loyalty.

Real-World Examples: Duolingo and Ryerson University

Some brands are already leading the way in this space.

Duolingo’s TikTok Playbook

Duolingo has transformed its green owl mascot into a social media phenomenon. Instead of pushing product features, Duolingo’s TikTok is full of humor, trends, and playful, sometimes chaotic content that’s completely in sync with internet culture.

• They poke fun at themselves.
• They hop on viral sounds and challenges.
• They interact with comments in funny, on-brand ways.

The result? Millions of followers and a community that feels like they’re in on the joke. Duolingo’s strategy shows that when you stop trying to “sell” and start trying to “connect,” audiences stick around.

Ryerson University’s Relatable Content

Ryerson (now Toronto Metropolitan University) has been praised for how it speaks to its students on social media. They comment on student memes, join funny campus conversations, and present the school as more than just an institution, it’s a place with personality.

Their success proves that even large organizations can drop the corporate script and build engagement by simply being part of their audience’s world.

How to Make Your Brand Relatable

Here’s how you can bring relatability into your own brand:

• Loosen the Voice: Sound like a human, not a press release.
• Share Real Moments: Not everything needs to be polished. People like authenticity.
• Jump on Trends: Engage with what’s current, but do it in a way that aligns with your brand’s personality.
• Be Consistent: Relatability isn’t a one-time post, it’s a consistent tone, attitude, and presence.

Most importantly: remember that people could probably choose any brand in your space and be satisfied. The one they stick with is the one they like. The one that feels like a friend. The one that shows up, interacts, and feels real.

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When your brand feels real, people don’t just buy from you—they root for you.