What to do after you figure out your brand personality?
Creating a brand personality doesn’t take THAT much work…but keeping your brand’s personality consistent through all media can be fairly difficult.
Before you dive into this final step though, take a look at the previous post in this mini-series where we covered:
Today we’ll take a look at all the necessary steps you should be doing in order to send the right message and attract the audience you already know you want to work with.
1. Define the core message.
I feel like I have to explain one important thing here first.
Unless you’ve been referred by someone that already knows your offer, your potential clients aren’t looking for you, your services or your products. They are looking for a solution to some problem they have.
That means that you need to be clear on what problems your offer solves, and you need to know how to communicate that in the easiest possible way.
Because what happens when people don’t understand what you do?
1) They may leave your website/social media platform simply because they are unsure of what you offer.
2) They don’t trust your expertise because they are confused.
3) Not only they don’t buy from you, but they won’t recommend you either.
And I think we all agree that either of these options is not good. Not good at all.
2. Use brand archetypes to find your unique brand voice.
I don’t know about you, but when someone says “your unique brand voice/tone of voice”, I cringe a bit. It gives me the impression that I should change something about myself to sound cooler and that the way I talk/write is not good enough.
But hey, it is not what it means at all!
Your unique brand voice is most likely closely connected to how you talk/express yourself in the real life. Especially if you have a personal brand, the way you behave will be imprinted into the brand messaging for sure. Which is what makes your brand unique.
YOU MAKE IT UNIQUE.
However, since you want to be a little bit more strategic about your messaging, you should think about the exact language you use while talking to your target audience. Why? Because you want your message to be perceived exactly in the way you meant it.
What is a brand language?
Brand language is the words you choose when you write your website copy, when you post on the Instagram, or when you write the compelling caption for your Facebook ad. It will tell a visitor what kind of person you are, it will bring a random person closer to the real experience of working with your business.
Most importantly though, it will tell them if you’re the right person/business for them.
So, what kind of language your business uses? Is it funny, informal? Is it bold, unapologetic? Or is it calm, relaxing one?
Whatever it is, it should reflect the needs of your target audience. If you have a blog targeting new moms, you can be informal, bold, funny or even swear a bit. We all know motherhood is not a unicorn land! But if you sell high-end vacations for wealthy clients, your language will be a bit more sophisticated. Do you see when I am going with this? It all depends on your knowledge of the people you want to attract.
After all, you can never make a second first impression!
3. Imprint the brand personality into the visual identity.
Okay, so you know your brand archetype (and if you still don’t, take the quiz NOW!).
You know your target audience. You know how to talk to them, what kind of voice they are attracted to, and what message they want to hear. But what about the actual visual side of your business?
I think we all know how important it is to differentiate your business from the competition. And the appearance is definitely a way to do that. After all, it’ll really hard to get noticed if your branding and website looks like everybody else’s.
However, being different is not all you should care about. The branding must be created in a way that creates the desirable emotions and connection among your target customers. They also need to see something compelling, something that connects the dots between their problems/needs and your offer.
Because what makes you really different from your competitor is not the logo, the typography or the layout of the website. What makes you different is that the customer chooses you, not the other options out there.
Am I saying the logo itself is not important?
Well…sort of. #truthbomb
Take a Nike as a wonderful example. Their logo is nothing special. The colors are not special, the symbol is “just a swoosh” and there is no apparent creativity in the logo itself. And yes, their brand would most likely be where they are even if the logo looked completely different.
Why? Because…you know…Brand Personality! 🙂
Yes, here we go again. The importance of brand personality in real life.
4. Make decisions based on your customer’s preferences, not yours.
The visual identity should reflect the core message and values. The colors you choose should create the emotional feeling you desire. Which is why it is so important to look beyond your personal preferences when choosing your brand colors.
Even if your brand archetype does not provide exact colors you should use, it will give you the feeling your visual identity should create. Which is why knowing color psychology can be a huge asset to your brand.
4. Be consistent through all platforms.
Making sure every single aspect of your brand is consistent and aligned with who you say you are is one of the most important things. If you sound fun and spontaneous on Instagram but super professional and uptight on your website, your customers will feel confused and most likely not aligned with what you do/offer.
To be sure your consistency is on point, you should answer YES to all these questions:
– Are you saying the same words and showing the same images everywhere?
– Do you present the same logo, tagline, and colors on each social platform?
– Does your website say the same things in the same tone of voice as your social media?
– Do you offer the same services, have the same pricing etc. everywhere?
– When people see the website/social media, can they immediately recognize your brand?
And that is all for now! Hope you liked our mini-series and if you have any questions or comments, share it in the comments below!
And take the quiz. Thats an order! 🙂