The theory of competence and warmth, as expounded by Chris Malone in “The Human Brand”, gives us a deep understanding of how we perceive people and brands in our everyday interactions.
This approach is based on social psychology and suggests that our appraisals of others can be summarised in two fundamental dimensions: competence and warmth. These two dimensions not only determine our initial impressions, but also influence our feelings and behaviours towards others.
Competence and warmth: Definitions.
Competence refers to someone’s ability to achieve their goals effectively. When we perceive a person as competent, we believe that they have the skills, effectiveness and ability to perform successfully in their environment. Applied to a brand or a company, competence has to do with the quality of its product and service, its problem-solving ability, the efficiency of its processes and the professionalism of its staff.
Warmth, on the other hand, relates to positive intentions towards others. A warm person is perceived as friendly, generous, honest and empathetic. Applied to a brand or a company, the judgement of warmth is about making an emotional connection with customers, demonstrating genuine interest, and feeling listened to and valued.
The competence – warmth matrix.
The possible combinations of these two variables allow us to build the Human Brand matrix, in which we can place the different people or brands. Let’s see what the possible combinations are and what emotions we generate in other people when we place ourselves in each of them.
1. High competence and high warmth.
People or brands that are perceived as both competent and warm tend to generate feelings of admiration and loyalty. An example of a person we would find in this position of the matrix would be Rafael Nadal, considered a great tennis player, but also a socially conscious sportsman, who pays taxes in his country and is committed to the local community.
People who are perceived as Rafael Nadal generate feelings of admiration and loyalty. If we take this to the business world, those who manage to position themselves in this quadrant have loyal customers, who reject offers from competitors, are less price-sensitive, more profitable and promote the brand by making recommendations to third parties.
In this quadrant we find brands that are very dear to their customers, such as Lego, Walt Disney or Nike.
2. High competition and low warmth.
When someone is perceived as a very competent but not particularly warm person, they may generate respect for their abilities, but they are also likely to generate distrust or envy. An example of this type of person might be the tennis player Novak Djokovic, internationally recognised as one of the best players in history, but also unsportsmanlike at times.
Brands that are perceived as competent but cold have greater difficulty in generating loyal customer behaviour. They are brands whose customers pay a high price for a quality product, but do not tend to speak well of the brand, are very demanding of any problem of lack of quality and, if a competing brand is able to make them a similar offer in terms of quality and price, they have no problem switching brands.
In this quadrant we tend to find very reputable companies that offer their customers high quality products, but have not made a special effort to connect with them and tend to be more oriented to their products and processes than to their customers’ experience. Studies place many large companies from different sectors (banking, industry, insurance, etc.) in this quadrant.
3. Low competition and high warmth.
People or brands that are perceived as warm but not very competent can generate sympathy but, above all, what they generate in other people is feelings of pity. It is difficult to find sportsmen and women in this segment because it is difficult for an athlete who is not very competent to become known. However, if you saw the Sydney 2000 Olympics (and if not, you can Google it) you will remember an Equatoguinean swimmer called Eric Moussambani, who jumped into the pool and swam the 100m freestyle in one minute and fifty-two seconds. Eric Moussambani declared that he had entered the Olympics to denounce the lack of training facilities in his country. He certainly won the hearts of the spectators and had a few days of glory, but was never heard from again.
Like this swimmer, companies that are very helpful and go out of their way to connect with their customers may be perceived as friendly, but they are unlikely to get their customers to trust them to meet their needs.
4. Low competence and low warmth.
This is the least desirable combination as it generates contempt or rejection. People who fall into this category are seen as inept and malicious, and the feelings they generate are one of disgust and contempt. If I had to choose a character for this quadrant, I can think of no other more appropriate than Torrente, el brazo tonto de la Ley (Torrente, the stupid arm of the law).
Companies that are perceived as not very competent and warm are companies with very little success with customers. If they exist at all, it is usually because they are in highly regulated sectors or have high barriers to entry, which makes them necessary to satisfy customer demand. But these firms, however protected they may be, are at permanent risk of being replaced by new market entrants or by firms producing substitute goods.
Implications for brands and interpersonal relationships.
Understanding these combinations of competence and warmth is crucial for both brands and personal interactions. In the business world, companies must strive to communicate not only their competence, but also their warmth, seeking to build strong, positive relationships with their consumers. This can be achieved through ethical business practices, a focus on customer service and community involvement.
For interpersonal relationships this theory stresses the importance of balancing our skills and achievements with empathy and care for others. People who are perceived as competent and warm can foster stronger and more satisfying relationships.
The duality of competence and warmth provides a valuable framework for understanding how we perceive and judge each other in all areas of life. Brands and individuals who succeed in these two aspects not only earn the admiration and respect of those with whom they interact, but also lay the foundation for lasting and meaningful relationships.
Ultimately, competence tells us how capable we are of acting, while warmth reveals our willingness to do so for the sake of others, both essential dimensions for forging authentic and positive connections.
What are you going to do to make your company be perceived as warm and competent by your customers?
[shortcode_curso_fundamentos]