Successfully siphoning the power of personality for your brand requires thought, planning, and consistent effort. It means appealing to your target audience’s needs and values, showcasing your intelligence and sense of humor, and keeping things professional, all at once. It’s tough, but the payoff for your brand identity is more than just monetary. It’s engagement on a grand scale. It’s irresistible brand influence that dictates and demands fealty. It’s the ability to bring in other brands, willing to pay to share your spotlight. In short, it’s the key to real prosperity. This post will cover seven tips for translating your brand’s personality into new and profitable business.
Your brand isn’t built by robots. It isn’t simply cobbled together and mass-produced on an assembly line, piece by piece. You create it. You carefully cultivate and grow it from a fragile dream inside your mind using hard work, long nights, and human perseverance. You give it a life and a personality all its own, and that personality shines through and appeals to your customers for good reason.
Now, to achieve lasting success, it is essential that you harness the power of that personality to establish a clear brand identity. You want your loyal customers coming back, you want to draw in new ones to grow your brand organically over time, and you want to become an esteemed, trusted resource in your field.
With these seven steps, you can avoid the common pitfalls companies fall into, and better understand how personality plays a role in building your brand.
Many brands decide who they are AFTER launch and tailor their messaging as things shake out. That is just playing catch up. To streamline things from the start, choose your values and target identity BEFORE ever coming to market. Make highlighting your priorities, specialties, and your emotional appeal the framework of your brand identity and the rest will start to fall into place. You’re selling your unique brand, not just a product or service. It should reflect who you REALLY are from the onset.
Related: Reputation 101 eBook
If you know who your potential customers are, keep them in mind when putting together any marketing materials. They like you—and look to you —for good reason. They enjoy your knowledge and unique perspective on the things they love. So give it to them.
Here’s where the magic truly begins to happen. Here’s where your personality can radiate from everything your audience sees. Start by choosing your tone. Funny or serious? Affordable or luxurious? For him, for her, or for everyone? Vintage or futuristic? You don’t have JUST pick one (as it might turn some people off) but your voice resonates as the vibe you put out to those who know you and those who want to. The best route is to blend your voice (funny but professional, innovative but realistic, etc) and give your brand identity human characteristics.
Crafting your message is the nuts and bolts of your brand identity. It is the vehicle in which your voice can ride and reach the eyes, ears, and minds of your audience. This is where effective Content Marketing really comes into play. Know where to exhibit various pieces of topical content (social media, web, email, landing pages, etc) at what times (morning, night, before after or during major events), and how frequently.
But more than just what, when, and how often, this is when the marriage of your visual components and your personality comes to bear. What fonts are you using? Art and logo? How does your copy sound? Convincing? In all things, be genuine and avoid using gimmicks.
Now that you have worked so hard to meticulously forge your brand identity using your personality and content, stay the course. Commit to your strategy for the long haul and write everything down as a reminder and as a guide for new people. Also, avoid making any “left turns” with your content that will estrange you from your audience. If you’re a certain type of brand (funny, techy, romantic), posting from the opposite end of the spectrum can derail your efforts pretty quickly. If you find your messaging doesn’t work, remember, A/B testing is encouraged, and it is alright to rebrand.
Not everyone will love what you do. And that’s ok. What is not ok is discarding that feedback and not learning from it. Human beings are far more inclined to use emotions instead of logic to make decisions about the things they like and the things they don’t. Having and using a dynamic personality means reaching out to people, responding to reviews (both positive and negative), writing a real response (not the generic “thanks for your feedback,”) about the challenges they faced or the ease of their experience, asking them how they think you could improve, and using that to your benefit.
In today’s modern age, we use machines for just about everything. But what is important to remember is there are still PEOPLE on the other side of all of our technological marvels, and if you want to reach them and effectively build your brand, you have to share what you have in common: human personality.