When it comes to your company, including the services and products you offer, what makes you different than other businesses supplying the same services? What makes you stand out from the rest – what makes you unique?
The answer: brand personality. In order for customers to remember you, remain loyal, and refer the services your company offers, you must pair a personality to your company. We understand this may take a good amount of effort and brainstorming, so we have provided you with three simple steps to guide you down the path toward setting you and your company as different from the rest.
- Set up a concrete brand identity. Solidifying a brand identity that accurately separates you from your competitors is crucial to strong shaping your brand’s personality. This can be a set of principles or a mission statement that defines your brand and what you promise to stand by. For example, Target has done a phenomenal job differentiating itself from its competitors such as WalMart, not by focusing on deals and low prices alone, but by integrating a distinct style, design, and lifestyle into its content, as well as a more trendy language to line up with their offline brand image.
- Who is your audience? It is very important to know who your audience is – who you are addressing and communicating with. By knowing this, you can further delve into the reasons why customers select your brand or follow your company on social media channels. This also entails recognizing and understanding what your audience likes, dislikes, and their behavioral patterns in order to shape the personality for your company. If your brand is meant to be more informative or is geared more toward customer service, you must maintain an authoritative tone in order to be taken seriously and not leave out any of your customers or fans. If your social channels are mean more for entertainment purposes, you have more freedom to explore humor, tone, and your voice as a whole.
- Take Risks. Do not be afraid to take risks when it comes to building your personality. Because the process is not always easy, you might have to test multiple strategies before you come across the ideal persona for your company. You have very little to lose and a lot to gain! Remember, this is a learning process and you must try new things in order to fully commit to what you would like your brand to represent.