“A brand [personality] is a person’s gut feeling about a product, service or company”
– Marty Newmeier, The Brand Gap
Does your audience know your brand like a close friend whom they can relate to or are you just an acquaintance they like to keep within their outer circle? Let’s hope you’re not the latter because when it comes to business, relationships are everything and your personality is what sells the bulk of it. Here are some tips in how you can personify your brand to create a stronger emotional connection with your audience:
- Don’t copy your competitors: It’s tempting to follow a model template that works and fits all. Sure, it might be functional but you don’t want to set yourself up as the “safety net” your audience can fall on after they’re done with your competitors!
- Stand your ground and speak your truth!: Being an authoritative opinion leader in your industry doesn’t mean you’ll have to speak as if you’re dressed in an exquisite suit and tie. Let loose and speak to them in a way that matches your brand.
- Track your data and audience sentiments: Knowing which content performs better with your audience can help to keep your brand in-line with its identity in the long run. You wouldn’t want them to say “You’ve changed…”.
Let’s be real, brands that are just strictly business are never fun and are probably the last to be picked at parties. Injecting more humanity into your brand makes you a more authentic and credible figure. So always be emotionally open and honest with the content you produce. The more closed off you are, the further away your consumers will be from you.
Article Written By Kyra Coleen, Digital Marketer, CVP Group