AE Marketing Manager, Alexa Jackson, discusses the importance of brand personality and how to establish it in this Marketing Minute. Showcasing brand personality helps humanize brands and allows them to better connect with their audience.
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Hi, I’m Alexa and this is a Marketing Minute on brand personality.
Consumers are continuously bombarded with competing messaging from different brands, so how is it possible to stand out amongst all the noise? One answer is brand personality.
The goal of brand personality is to build an identity for your customers to interact with. It is about differentiating your organization and turning a company that can easily come off as impersonal into something people can relate to. Customers become more loyal and feel they can trust a brand when it has a strong and positive personality.
Brand personality can also teach potential customers how they should be using an organization’s products or services, and how it can fit into their lifestyle. Remember, brand personality is about authenticity – focus on your existing and inherent brand personality that exists under the surface and build that up so your customers see your brand in a new light.
There are many ways to show brand personality, and it is actually quite simple.
One way can be attaching a face to your brand. You see this from some large companies with faces like Ronald McDonald or The Pillsbury Doughboy. However, you don’t need to necessarily create an entirely fictional persona, but it is helpful to put one person or one team front and center for your marketing materials to build up brand personality.
Another way to show personality is to bring your customers along in your daily activities. Whether this is live tweeting or posting instagram stories from things like events, conferences, and meetings, make your customers feel like they are a part of your brand family.
However you do it, make sure your brand messaging and personality is consistent.
Thanks for watching and we’ll see you again next time.