In this article, we’ll be covering the importance of & how to create a compelling, distinguishable brand personality that customers love.

 

• Branding Becomes More Intricate

Decades ago, many businesses of the day built customer loyalty the old school way, by using their personality to spark personal relationships with their customers.

In a world (unfathomable to Millenials, such as myself) with no internet, cell phones, & other modern-day advances, this is all they could rely on.

And then it all changed.

As technology progressed, businesses began to slowly drift away from the idea of valuing personal connections with their customers.

Until now!

 

• Consumers Demand A More Human-Like Experience

In today’s world, your customers are more likely to gravitate toward your brand IF you can create an experience where they feel your brand’s personality more closely aligns with their own.

They want to know that you’re competent enough to both understand & solve their gut-wrenching problem.

Because when you get right down to it, that’s what this is really about…

Are you capable of helping me out without wasting my time & money?

And if you can create a brand that feels relatable to customers & competently solve their problems without headaches and drama, you’ll be miles ahead of your competition because so many businesses either get this wrong or are just completely in the dark.

 

• Creating A 2-Way Dialogue

We can’t (and won’t) downplay the importance of branding. But let’s talk about copywriting for a sec.

After all, you’re visiting a site pertaining to copywriting. 

Right?

When it comes to copywriting, it’s important for your website’s copy, and any other sort of copywriting projects (email, ads, landing pages, blogs, social media content, etc.) to incorporate your brand’s personality into your copy.

This is key.

Failing to do so means customers won’t gravitate toward your brand because you’re unrelatable & don’t resonate with them.

Kinda like 2 people who have absolutely no sort of chemistry or connection, due to the fact that their personalities & interests are so vastly different.

A good brand uses its website copy as an opportunity to gradually win over customers, in part, by expressing characteristics & traits that resonate with its audience.

The brand also clearly understands the importance of creating copy that allows customers to share their thoughts & ideas to gain insight into how they think. 

This does miracles in allowing you to create a pleasant experience they won’t soon forget.

 

• Putting It Into Action

You should think of your brand as an actual person.

What kind of language does it use?

Is it disruptive & rebellious? Mystical? Honest & candid? Is it sensual & empathetic? Fun & playful? Or friendly & humble? Just to name a few.

This will be for you to decide.

These qualities (and more) contribute to a brand your customers can connect with.

Understanding your target audience & their pain points will be key in building your brand personality.

And of course, there are other questions you’ll want to ask as well.

Like.

What makes them want to buy? What factors contribute to their reluctance to buy?

To find this out, you can simply conduct surveys and ASK them via email, social media, website survey form, etc.

• 3 Steps To Make It Simpler

1. Evaluate Your Competitors.

 

You’ll want to have a unique position in the market in order to stand out.

If you fail to stand out, there’s no good reason anyone will want to do business with you.

That’s the harsh truth. 🙁

If your competitors represent a particular brand personality, it’ll be a good idea to look in the other direction & take another route.

 

2. What Words Describe Your Brand?

 

Think of a few (maybe 3-5) adjectives that accurately describe your brand and what it stands for.

 

3. Develop The Persona.

 

Similar to a cartoon creating characters for its t.v show, sit down and create the character for your brand.

Give strong consideration as to how this character will think, speak, and engage with your audience.

This character’s language, traits, tone of voice, and overall personality should be consistent, the same way a real human’s personality should be consistent.

Go ahead & give this a try.

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