Be true to your brand personality
If your brand were a person, what would they look like? How would they talk? Would they be preppy, or hipster? Would they be conservative or liberal? What personality traits would they exhibit?
These are common questions asked of companies when they’re building a brand story. Personifying your brand might seem kind of silly at first, but it can really help you contextualize your message. It gives you a filter by which you can check opportunities for brand legitimacy, as opposed to the “throw-spaghetti-at-the-wall-and-see-what-sticks” approach.
If we were role playing, let’s assume your brand manufactures products geared towards the outdoor enthusiast community. You’ve done your homework and you’ve decided if your brand was a person, it would be someone in their mid-30s, active, into the health food scene, liberal and supports environmentally-friendly initiatives.
A sponsorship opportunity comes over the transom for your company to partner with a celebrity who has a huge fan base and following, yet is known for being conservative and definitely doesn’t represent the outdoor lifestyle. On the one hand, you could make the case that partnering with said celebrity would bring “new fans” to your brand, and expose your message to a different audience. Okay, maybe.
But at what cost? What’s the point of exposing your brand to an audience that’s not your target? Wouldn’t you rather reach 100 qualified customers, than 1 million people who will never buy your product?
By understanding your brand personality, you can make educated decisions on who to partner with and why. You’ll be able to laser focus your efforts and narrow your outreach to reach those people most likely to resonate with your product — and become loyal customers.
Your brand personality should carry over through every part of your business: your marketing efforts (PR, advertising, social media, digital), your customer service, your fulfillment, even your accounting. If it’s not, are you really fulfilling the brand promise you’re making to your customers?
Don’t let the latest bright, shiny tool distract you from who you really are. Be true to your brand self. Find ways to connect with the people who matter most to your brand, and then look for effective ways to develop those relationships to grow your business.