dentifying and defining your brand’s personality is crucial. Spunky, formal, socially conscious… Who do you want your brand to be? Brands with a distinctive personality have a greater following on social media. In a study done by Econsultancy, over 80% of users said they followed 5 or more brands on Facebook. While discounts and special promotions are some of the biggest reasons for following a brand on social media, if the brand is inspiring and attractive it is more likely people will choose to follow that brand over others.
If you are looking to sell on social media, the more followers you have, the better. And the more appealing your brand personality, the more people will follow you. Apps like Bloombees are designed to help you make the most of your Facebook fans and Instagram followers; helping you to sell directly on social networks. However, defining your brand personality is up to you, and is what will set you apart from the competition.
What is Brand Personality?
Brand personality is a set of emotional characteristics associated with your company or brand name. These characteristics shape how people feel about your company and guide how customers interact with your brand. Brands can have a variety of personalities which, left undefined, become confusing for users and consumers.
Any company that sells online has a brand personality. Social media plays a huge role in forming this personality as this is where you interact most with users and customers around the world. Your website and social media profiles are your face to the public in the era of digital transformation, and they help to define what people will think of you.
Types of Personality:
Brand personalities can be summarized into five main ones: Sincere, Exciting, Competent, Sophisticated and Rugged. But before you define your brand personality, do a little research: know who you are, what you sell and who you’re selling to. Then decide, what voice best relates to your user base? Create and establish that voice and make sure that the rest of your team is briefed on how to convey your personality in a consistent manner.
Defining & Creating Personality:
Combine colour, typography, images and other elements such as use of space, alignment, etc to create visuals that help represent your personality. Maintaining a consistent image and design in your online appearance helps to reinforce your brand personality. Using strong, vibrant colours sends a different message than soft pastels, for example.
The next step in creating your brand personality is putting it all together across a variety of platforms. If your brand is informal and fun, for example, you should apply this to both your website and Twitter profile. When you sell online, it is important to be consistent across all the communication platforms you use. With a clearly defined brand personality, you’ll know what tone and image to portray to your fans and followers.