You’ve spent countless hours creating a brand. You know how you are different from your competition and what your strengths and weaknesses are. You also know why customers buy from you and what makes your prospects take action. The next step is to use this information to market and grow your business.
Marketing is about sharing. You share information. You share entertainment. You share value. Throughout it all you share your brand personality. However, sometimes it’s easy to get focused on the marketing objectives and goals and to lose sight of the importance of your well-developed brand personality.
This persona that you’ve identified or created is one of your biggest assets. Michael Gerber, leading expert on being an entrepreneur and buying triggers, says that likeability, trust, authority and credibility are amongst the most common emotional triggers for making a purchase.
We buy from people, and businesses, we like, trust, and connect with. Your brand is what establishes these buying triggers with your prospects. Let your personality come through in your marketing and you’ll achieve better results.
Understand What Your Brand Personality Is
If you’ve spent time crafting a brand then you have a good idea about what your personality is too. Your personality or persona is closely related to your brand.
For example, Disney World is “magical” and “family friendly.” It wouldn’t make sense to have a rough around the edges or authoritative personality. Instead, the personality would, at the very minimum, be friendly.
Your personality should also be natural to you. It shouldn’t be something that you have to fake or force. This is important because when you communicate with others you want your personality to be part of the conversation. If you have to fake it or pretend, then your audience is going to pick up on that. It’s difficult to be consistent when you’re not being authentic.
So explore your personality a bit too. How does your personality connect with and integrate with your brand? You can look back at past blog posts and social media interactions to review your voice. What language do you use when you communicate with your audience? What emotions do you evoke? Are you friendly? Authoritative? Confrontational or controversial? Do you share rants and editorials, or tips and friendly reminders?
There’s no right or wrong here. The important step that we’re focusing on first is identifying your personality so that you can actually share it in your marketing. Let’s take a look at some ideas on how to share your personality in your marketing and then we’ll explore best practices…
Ideas for Sharing Your Brand Personality
- Use Video – Video can be used in a number of ways. It’s a great format because it allows your prospects to see your face and hear your voice. Your personality naturally comes through as you speak. You can share quick welcome videos on your website. You can post demonstration or “how to” videos as blog posts. You can even send out quick video email messages with a thought for the day or an inspirational or motivational message.
- Write Conversationally – Write your blog content, email content, and your social media content using your general speaking tone and voice. This allows your natural personality to come through and it makes for easy reading. It’s much easier to read conversational material than to read content that is written formally and impersonally.
- Have Fun With The Formalities – 404 error pages, FAQ pages, opt-in messages and even unsubscribes are wonderful opportunities to continue sharing your personality. Many business owners simply stick to the template provided by whatever technology they’re using. Add your personality to the messages in order to enhance your visitor’s experience with you and with your company.
- Share Your Story – You have the unique opportunity to share your story with your audience. Don’t let it go to waste. Tell your audience who you are and how you got to be in this position. You can share your backstory on your “about” page, but don’t stop there. When it’s relevant, share experiences from your personal life. It helps brand and personalize your company.
- Share Your Opinion – Your content gives you the opportunity to provide value and personalize your content. Posts such as your personal “10 Favorite Productivity Apps” or “10 Great Ways to Spend Your Downtime” offer you an opportunity to connect with your readers.
- Post Photos – We connect with faces. When you share a photo of yourself on social media and on your blog, and even in your email marketing messages, it helps your reader make a connection.
When sharing your personality there are a few best practices to remember. Keep them in mind and you can’t really go wrong.
5 Best Practices for Letting Your Personality Shine
- Be authentic – This basically means to be yourself. Don’t try to be someone else or to cultivate an image or persona that doesn’t reflect who you really are. Imagine creating a persona of being an introvert and then meeting people at a conference and shocking them with your outward nature and bawdy jokes. They’d be confused and befuddled. Be yourself and you never have to worry about sending mixed messages.
- Match your tone to the medium – The tone of your content may change depending on the marketing medium that you’re using. For example you might have a more formal tone in a whitepaper than you would in an email message.
- Be transparent – Transparency essentially means being honest and upfront. If you made a mistake, own it. If you struggle with a concept that you teach in your coaching practice, own it and talk about your struggle.
- Be consistent – Identify your persona and strive to stick to it. Yes, we all have days where we’re a bit off, and we may communicate differently on those days. Do your best to share a consistent personality with your audience.
- Test and track your results – Take the time to review your marketing efforts, including your blog posts. What type of content does your audience respond to? In the content that they seem to enjoy most, is the voice or tone different? Are you sharing your personality more freely in that content or holding back? This information can help you create content and marketing messages that really resonate with your audience. It can help you grow your business.
Make This Work for Your Business
Think about the brands and personas that you like. Why do you like them? Chances are it’s because they tap into an emotion and the brand makes you feel a certain way.
Think about how your personality and brand can influence your prospects and run with it. Use it in every marketing message you create and track the results. Marketing is about sharing and brand marketing will help you develop a strong connection with your audience, don’t hold back!
Your success is my business,