Explore different content marketing mediums that help build, shape, and influence your brand’s personality.
To start off, what is a brand’s personality?
Although this can seem like a loaded question, in simple terms a brand’s personality is what human characteristics you would attribute to a brand if the brand were a person. A brand personality comes into existence when human-like adjectives – like unique, empathetic, funny, trustworthy, creative, cheeky, honest, rebellious, quirky, etc. – shine through and become associated with the company.
As you may have guessed , a brand personality helps a company shape the way people feel about its product, service or mission. Before you launch a company, build a podcast or anything creative, you must think through what your brand personality is.
Once this is determined it should come alive in everything you do from messaging, to branding and marketing campaigns. The goal is to elicit an emotional response with your target audience and overtime build a loyal following.
Below, we explore 5 content marketing mediums that can shape your brand personality. Let’s keep reading!
Is your company website an accurate reflection of your company's brand identity? If it isn't, it really should be. Whether you’re a B2B or B2C brand, customers conduct research online before making a major purchase, which typically begins on a search engine.
Your brand's identity is communicated to prospective customers through your website. Most website visits are not transactional, instead, customers are looking for information. This could be their first – or last – impression of your brand.
Your website design should keep in mind the following:
A major contributor to moving prospects through your sales journey is if your website reflects who you are, your mission and values, and is an easily consumable and navigational site. This includes everything from graphics (is your brand fun and young? Is that reflected in your site design?) to copy (is the tone the same on your website as on socials, does it fit with your brand personality?)
Most consumers aren’t patient, so ensure that your site has a quick load speed and that you’re communicating your brands’ key messages quickly and early.
Ensure your site is mobile friendly and gives your customers options for where to find the information they need. A website that isn’t optimized for mobile can often leave potential customers feeling like the brand doesn’t care or is not current.
Newsletters are a fantastic marketing medium for showcasing a brand's personality since they cultivate an intimate and personalized experience. Brands can use newsletters to share their values, insights, and expertise, making readers feel like they are part of an exclusive community. Through the use of language, design, and visuals, newsletters create a strong emotional connection with readers and establish a unique brand personality.
In addition, newsletters offer a great opportunity for brands to engage with their audience on a regular basis. By delivering valuable content straight to their inbox, brands can stay top of mind and build trust over time. As readers become more familiar with the brand's personality, they’re more likely to engage with the brand in other ways, such as through social media or purchasing products.
Here are a few things to keep in mind when developing your newsletter:
A branded podcast is an excellent way to showcase your brand’s personality. A distinct and well thought out brand personality conveyed through a podcast not only makes you more memorable but also builds deeper connections with your audience. We always say that branded podcasts bring a more human element back to your brand. It gives you the opportunity to introduce your audience to the faces and voices of the company, reminding all of us that there’s a passionate individual behind the brand.
This is also why selecting the host of your branded podcast is a critical step. The host is who listeners are going to connect to most, you want them to effectively display the brand personality you’re looking to get across to an audience. Podcasts often feel like an intimate experience, as if you’re having a conversation with friends in your living room, make sure your host is someone a listener would want to have a conversation with.
Here are some ways you can start showcasing your brand personality through branded podcasts:
Long-form content such as whitepapers or reports can address a business’ vision, an ongoing issue, showcase a product, or outline a competitive situation. Longer than a blog post, but shorter than an e-Book – these mediums generally range from 4 pages to upwards of 20.
Whitepapers and reports can be a great way to share technical & expert knowledge and generate buzz and publicity – all while keeping your brand personality front and centre.
Because whitepapers and reports take hours of research, creativity, and effort, the good news is that you can repurpose and recycle snippets from your content that can be used across other mediums such as:
Make sure you can share major takeaways or important messages from your content, give readers a reason to consume it. But most importantly, make sure the whitepaper or report and all the content surrounding it reflects your brand’s voice, look & feel, tone, colors, values and visuals.
That way anyone who is downloading it or exposed to its contents immediately knows what to expect from your brand and knows that you're addressing their pain points.
Every social media platform speaks to a specific demographic, so knowing your audience and which platform they’re likely to live on is a great way to shape your brand’s personality.
Once you identify which platforms you want to be on – Facebook, LinkedIn, Snapchat, TikTok, Twitter, Instagram, etc.. – you can then create content that brings your brand’s personality to life.
If you want to come across as friendly and approachable, your brand personality might be one that responds casually or playfully to followers who comment on your posts. If you want to position yourself as a credible, confident and authoritative leader in your field, your brand personality may be more professional and straightforward.
Imagining your brand personality as an actual person makes it easier to adopt its traits and curate your brand’s social pages authentically.
Three great examples of companies that are using social media effectively to develop their brand personality are:
Once you’ve established your brand personality, make sure you are consistent in maintaining this character on your social media pages. This makes your brand more memorable and recognizable.
A brand's personality is crucial in shaping the way people feel about its product, service or mission. Customers are tired of dealing with faceless corporations. They prefer humanized and personalized brands, because it sparks a real and genuine connection with them.
By establishing a strong brand personality, you can elicit a certain emotional response with your target audience and build a loyal following over time. In this article, we explored five content marketing mediums that can shape your brand's personality, including:
By keeping your brand's values, tone, and visuals consistent across these mediums, you can effectively showcase your brand's personality and build a strong emotional connection with your audience. Remember, a strong brand personality is not just about standing out but creating an authentic and memorable experience for your customers.
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