We hear the term brand personality thrown around quite frequently in marketing– but what exactly is it and more importantly, how does it relate to us in our ever-evolving digital world?
Let’s start with understanding what brand personality actually is…
We should consider brands to be like people in that they have unique personality traits. It is this set of characteristics that shapes the way that people relate to a brand.
Why is this Important?
Brand personality is not only the way that a brand communicates with its customers, but is also the way that they distinguish themselves from competitors. Strong brand personality can lead to brand equity and loyalty meaning that customers are less likely to switch to a competitor and more likely to become brand advocates.
Brand personality doesn’t just happen overnight. It is a crucial element that needs to be carefully considered, implemented and maintained through all channels of communication.
How does this Impact Social Media for Businesses?
According to the Sensis Social Media Report in 2016, Instagram has almost doubled its reach since 2013 and Australians are spending more than 12.5 hours per week on Facebook alone. The evident rise in social media has changed the way that consumers engage with brands. It has effectively opened a dialogue between businesses and their customers; allowing for an opportunity to engage more intimately, receive feedback and to build a genuine brand personality in which their audience can relate.
Social media is where current and potential customers are; and the place where businesses need to be in order to increase their market reach. It is therefore essential that businesses develop a social media marketing strategy (if they haven’t already) to create a strong online presence.
Finding your Brand Personality in Social Media:
It is true that consumers can be overwhelmed by the sheer amount of content that they are bombarded with each day. So if that’s the case, how do you cut through the clutter and create content that resonates with your audience?
Almost every brand can be described in The Five Dimensions of Brand Personality. This framework was developed by Jennifer Aaker to measure a brand’s “personality” in 5 core dimensions with their associated traits.
- Sincerity (down-to-earth, honest, wholesome, cheerful)
- Excitement (daring, spirited, imaginative, up-to-date)
- Competence (reliable, intelligent, successful)
- Sophistication (upper class, charming)
- Ruggedness (outdoorsy, tough)
Consistency is Key
Once a brand personality is determined, it is important to maintain it through social media content. This is by using the same tone of voice and language, posting imagery with a consistent style, font, colour and direction, and most importantly, keeping the same brand message.
Branding by Adcreators.