Do you often look at brands online and wish you could replicate their style of communication? Do your competitors’ beefy digital marketing stats make you feel anxious your company is missing some secret ingredient for success?
It doesn’t matter what your company sells, creating a personality that fits your brand is crucial in connecting with your customers, and the best brands leverage online outlets to do so.
A brand personality is a way to give your company human traits. Identifying these traits helps your audience connect with your business on a personal level. Consider your own relationships – you are drawn to people with appealing personalities, even if that idea is subjective, rather than to those who lack one.
Finding your audience:
Before you determine your business’ personality traits, consider your target audience and the voice that will resonate best with your core customer. Your company’s message should be directed toward that ideal customer.
Many customers select a brand based on its image or the feelings it evokes. Iconic brands like Harley Davidson and Apple have built loyal followings using different strategies but end up in similar places. Harley symbolizes freedom, the open road, and honoring its customers. On the other hand, Apple is seen as the “cool” company—though Droid users might disagree—offering sleek ads and cutting-edge technology that makes its customers feel connected to what’s fresh and fashionable.
The companies’ respective customers proudly support these brands because it’s not just about purchasing a product. It’s about being part of a movement, an extension of their own beliefs and morals that align with the brand’s personality.
Sharing your personality:
When you envision your company, consider specific personality traits useful for engaging customers. Do you want your brand to be edgy or subtle? Cutting edge or established? Deciding who you are is the start to finding your brand’s voice and developing a personality online and beyond.
Once you have a personality that aligns with your audience’s perception of your brand, consider launching social media pages as a first step. Most potential customers utilize Facebook, Instagram and other platforms to learn more about a company providing a great opportunity to let your newly created personality shine!
In fact, many brands have gained exposure and engagement by using unique social media strategies alone. A few examples to check out:
- MoonPie – Fun and a little weird.
- Wayfair – Salesy, but great suggestions for customers.
- Cisco – Informative without being stuffy, showing how the company makes an impact in the real world.
Identifying the personality and tone lends perfectly toward creating your digital content and brand voice. Consider the time of day you’re posting on social media, the tone of your landing pages and the look and feel of your content. All of these things tie together when customers engage your brand online.
The most important thing to remember when creating your brand personality is the connection made with existing or potential customers. A digital marketing strategy backed by a strong brand personality can play a pivotal role in the success of a business and often may be the first impression, good or bad, of your company.