What Is Your Brand’s Personality? – #oms12

Pop quiz! What is the general definition of brand personality? Ok… I’m waiting. 5..4…3..2..1! Times up. Brand personality is a set of human characteristics associated with a brand and how it behaves in the marketplace. How is brand personality created you ask? Well, it is built over time and it’s the outcome of all the consumer’s experiences they’ve had with the brand.

Before social media became a vital tool in a marketer’s belt, it took a lot of time and effort to construct the brand’s personality. To be honest, the traditional marketing strategies usually created a personality that was too corporate, stiff and monotone. It told people what to do, buy, and think about their brand – as long as you agreed with the messaging. Granted back then, it was the only way marketers could hammer down their message to the market and gain any traction in their sales – Be the bully and force the market to accept their message.

Now I don’t know about you, but I don’t like bullies, nor do I like being told what to do (the teenage version of myself & my Dad could tell you some stories). Do you really want your brand personality to be that of a bully? If so, be prepared to lose a lot of potential and current customers. In a recent poll by yours truly, 86.9% of the respondents said that brand personality does matter to them. You now have the chance to change/update your brand personality using modern marketing tools. Here’s how:

  • People like brands that treat customers like real      people
  • Don’t be faceless
  • Be consistent
  • Add value – share stories, pics, links to blog posts
  • Be authentic
  • Listen to your audience

Personality brings the brand to life, enables likability which, in turn, makes engagement possible. I would suggest testing out a few types of personalities and see which one your audience reacts to in a favorable way. I personally recommend being humorous and educational at the same time. If someone finds a clever, smart and funny message, they tend to share it with their friends. Some examples include:

That is being social! Don’t be scared – because if you are, then your audience will surely know it – which means you will have fewer opportunities to tell them about your brand & products.

For more information about the Social Track at Online Marketing Summit, visit the website.  If you like what you see, then we’d love to see you at OMS in October.

Don’t delay — register today with Priority Code JQBLOG to save 40%* on conference passes when you register by 9/30/12.





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