Let’s set the scene. You’re on the revival show of “Who Wants to Be a Millionaire” (#goals), and you’re at the million-dollar question. Your palms are sweaty, your throat is sore from rooting yourself on for the past few questions and Regis Philbin cues the dramatic music to introduce the question that may catapult you to millionaire status. The question pops up on your computer screen: “How do 84 percent of Americans describe [INSERT YOUR COMPANY’S NAME] brand’s personality?” After you get over the initial shock of being thisclose to winning a million dollars so easily, are you able to answer this question with confidence or are you fumbling through the multiple-choice options in hopes that you select the right answer?
Putting your brand’s personality into words can be difficult. First and foremost, if you don’t take the time to nail it down at the beginning of your company’s business, it’s easy for the brand to become morphed into something completely different due to changes on your marketing team, a pivot in the business or simply a lack of direction on what exactly is your brand (by the way, we have a great post on how to audit your brand if you need that help). But, knowing your brand and it’s personality backwards and forwards is key: rattling off brand attributes that make up your brand’s personality and describing how it comes to life are key exercises that will help you steer your company’s marketing strategy in the right direction, thereby forgoing wasting time on targeting the wrong customer or wasting money marketing your business using the wrong channels.
Your brand’s personality consists of many components working together to shape up what describes your company to a tee. Those components are:
- Visual. The colors you select, the design of your logo, the images you choose to display on your website or your social media channels, how your website looks and your overall visual aesthetic are all important factors to consider when gauging your brand’s personality.
- Written. The tagline you craft for your business, the way you write on your company’s blog, the words you use in an ad and how you describe your products and services are just some of the ways your brand’s personality can speak for itself.
- Experiential. Each customer touchpoint shapes your brand’s personality, and this can be anything from the way you showcase your company at trade shows, how you resolve customer complaints to the actual delivery of the product or service and the follow-up that you receive.
All of these brand elements need to work together to make your brand come to life. And, they should complement each other in a harmonious manner. For example, if you’re a wellness center but your main brand colors are red and black, you must tie them back to the type of services you provide and who you provide them for: on first glance, some may view them as discordant and jarring, words you don’t want to associate with your brand. Or if you host a blog on your company’s website with formal copy and content, but yet you communicate with your customers casually using slang and other idioms, you risk confusing your target customer yet again.
If you know how each element of your brand works together to shape your brand’s personality and communicate your brand’s authenticity, it’s easy to sell and resonate with your target audience. But if you’re clueless on whether these components are really right for your brand, it’s time to reevaluate how your company presents the brand to the world. You don’t want your brand to confuse people: you want it to provide clarity. Because branding is not only about perception: it’s about the experience you create for your customer and the feeling you want it to evoke so that they continue to come back to you long after the first interaction.
So, what’s at stake if you don’t have your brand’s personality nailed down? A lack of brand loyalty, a poor reputation and unsteady sales are just a few of the consequences that may happen if you don’t have a good handle. And, not having a good grasp on your brand will ultimately make it harder for you to work with marketing experts, as your brand will be subject to interpretation as opposed to fact.
Infusing your brand’s personality into your company doesn’t have to be hard. If you need help strategizing what that looks like for your brand, and creating a cohesive strategy that includes well-rounded visual, written and experiential brand touchpoints, reach out to Creative Juice today.