Your digital marketing strategy starts with a great brand personality
by Keira Koscumb, on May 29, 2019
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 personify your company using human characteristics. Properly identifying these traits allows your audience to personally connect with your business. Just think of your personal relationships – you gravitate to people with great personalities (subjective as that term might be), not necessarily those without 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.
Most customers choose a brand based on what it represents or how it makes them feel. Iconic brands like Harley Davidson or Apple have successfully created a following using very different tactics but land in very similar positions. Harley is about freedom, the open road and celebrating its customers. Apple, meanwhile, is the “cool” company – OK, don’t tell that to Droid users – with modern ads and evolving tech that makes its customers feel like part of what’s new and trendy.
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.