How To Give Your Brand Personality
Brand personality is a set of emotional (human) characteristics
that you want customers to associate with your brand. Usually this personality
mirrors that of your perfect customer since people tend to gravitate towards
things that make them feel comfortable. There are three main components to
building your brand personality.
First - Know Who You Are
You can’t build a brand identity and give it a specific
personality until you understand what your business is all about. Behind your
set of goods or services are some strong core values you want to personify
through branding. If you are a personal trainer then your values might be
health and nutrition related and your personality could be serious and
competitive. On the flip side, if you offer custom off-beat children’s clothing
then your core values might include the importance of family time and your
personality could be quirky and upbeat. Take time to identify your core values,
keeping in mind who your customers are.
Second - Create Branded Content That Showcases Your Personality
There are two powerful ways to reveal your brand’s personality to
the world. The first is through emotional story telling. Your content should
show who you are, what you do and why you do it. Focus also on your team’s
stories and your customer’s stories. Curate photos and videos that your
customers can relate to on a human level. They will now associate your brand or
products with these feelings. The second way you can reveal your brand’s
personality is through communication. The tone you use to speak with locals,
other businesses and customers online should be consistent with your brand. The
way you communicate can express motivation, kindness, playfulness or whatever
it is that makes you unique.
Third - Be Consistent
Once you have identified your values and personality traits, and
have created and curated content that is “on brand” for sharing via social
media or your website, then you need to make sure that every member of your
team knows and follows the same communication patterns. Find quotes, jokes,
videos and articles to share with your followers that are in agreement with the
values you hold dear. Your personality is strongest when it is consistent
across the board.
You will notice brand personality really shine when you look at
the fun social media accounts of some big businesses like fast food chains and
retail stores who have really had fun lately poking fun of each other and
making headlines when they react in a positive or supportive way to their
followers. Have fun creating your brand personalty!
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