You know what's ridiculous? This whole "brand personality" thing. Everyone's talking about it like it's some revolutionary concept. "Oh, your brand needs a personality!" Well, no kidding! What did they think companies were doing before? Just existing as faceless corporations with no identity whatsoever? Come on!
But here's the thing—and I hate to admit this—they're right. Having a brand personality actually matters. A lot. According to research, 81% of consumers make impulse purchases through social media, and 73% would switch to competitors if brands don't respond on social platforms. Meanwhile, studies show that 43% of consumers will actively unfollow brands if they feel bombarded by advertising or self-promotional content. That's almost half! Your followers could VANISH!
Your brand personality is basically just a fancy way of saying "give your company human traits." It's the idea that consumers relate better to brands that seem like people instead of faceless corporations. When you've got a consistent set of characteristics that click with your target audience, they're more likely to remember you and—this is the important part—spend money on your stuff.
Here's what it really means: your brand needs to act like a person that your customers wouldn't mind being stuck in an elevator with. That's it!
To be successful, your brand should develop a personality similar to your ideal customer. It's like dating. We're all drawn to certain types of people based on their personalities. You think I'd be friends with someone who enjoys small talk and doesn't notice social injustices? No chance!
This branding thing has been going on since the 1500s when cattle owners branded their animals. Think about that—we're essentially doing the same thing that farmers did 500 years ago, except now we're doing it on Instagram instead of cow butts. Progress!
Merriam-Webster, the dictionary people! You'd think they'd be the most boring account on Twitter. "Here's a new word: perspicacious. It means having keen mental perception." Who cares, right?
But no, they're actually pretty witty. They do this whole wordplay thing and make observations about language that are somehow both informative and entertaining. I don't know how they pull it off. If I tried to make dictionary content interesting, I'd probably end up offending the entire English-speaking world.
They post a "Word of the Day" that people actually look forward to. A word! Of the day! And people like it! What world are we living in?
There's a reason Starbucks has millions of followers across different platforms. And it's not just because they sell an addictive substance that most of us can't function without.
Their whole deal is being friendly and approachable. They use humor, storytelling, and these quirky graphics that somehow appeal to both the person who wants plain black coffee and the person who orders some concoction with seventeen adjectives in its name.
You know what it is? They've figured out how to be the person at the party who gets along with everyone. I've never been that person. Never will be. But Starbucks? They've mastered it.
PlayStation has traits like "up-to-date, intelligent, confident, leader, and upper-class." Sounds like someone I'd avoid at a social gathering.
But it works for them because their audience is primarily older millennials who presumably have money to spend on expensive gaming consoles. These people don't want to be talked down to; they want to feel like they're part of some exclusive club.
PlayStation posts game trailers, gaming footage, and streaming events—basic stuff, really—but they do it in a way that makes their followers feel like they're getting insider information. It's like they've created this whole "we're all in on this together" vibe. Pretty smart, I guess.
People are tired of dealing with faceless corporations. Can you blame them? Have you ever tried calling customer service and talking to an automated system? "Press 1 for billing questions, press 2 to hear me repeat the same options again, press 3 to scream into the void."
Customers want brands they can relate to. They want a two-way conversation. Having a brand personality opens the door for this kind of engagement.
Giving human characteristics to your brand makes your business easier to remember. It's why people know Progressive has Flo and Geico has that gecko with the accent. Do you think anyone would care about insurance otherwise? Of course not! It's insurance!
Every social media platform has a specific audience. It's exhausting, really. You can't just be one version of yourself anymore; you have to be different versions depending on where you are.
Imagine your brand as an actual human being. What would they wear? What TV shows would they watch? Would I want to sit next to them at a dinner party? Probably not, but that's beside the point.
People react to brands the same way they react to other people. If someone finds your brand personality annoying or inauthentic, they'll avoid it like I avoid people who talk during movies.
If you want to come across as friendly and approachable, respond casually to comments. If you want to seem authoritative, be more professional. Just pick a lane and stay in it. Nobody likes someone with multiple personalities—it's disconcerting.
Once you've established your brand personality, don't just wake up one day and decide you're a completely different brand. That's how you lose followers faster than I lose friends when I point out the social ineptitudes at parties.
If your brand is usually witty and humorous, suddenly posting in a serious tone might throw people off. It's like when a normally cheerful coworker comes in looking somber—everyone assumes someone died.
You can rebrand if your initial personality isn't working, but do it gradually. Don't just wake up one day and decide you're a completely different brand.
Your content is where your brand personality really shines—or fails miserably, depending on how well you execute it.
Take Casper, for example. They sell mattresses, which should be incredibly boring. But they've created this whole "we believe in the magic and science of sleep" personality, and they have a blog with tips on how to sleep better. It's actually interesting, which is more than I can say for most corporate blogs I've seen.
Or look at Nike. Their personality is "exciting, provocative, spirited" and all that nonsense. They weave inspirational storytelling into their campaigns. It's not my cup of tea—I find inspiration highly overrated—but people seem to like it.
To create content that resonates with your brand personality, you need to maintain good SEO practices while being unique and relevant. Your content should share important brand messages or answer specific concerns while maintaining your brand's voice and tone. It's a lot of work, honestly. I'm exhausted just thinking about it.
Having a brand personality can definitely help a small business expand its reach and connect with its target audience. It's all about engagement, which generates leads and, ultimately, sales.
For more insights on creating a brand voice that resonates with your audience, contact Winsome today and learn how to turn casual browsers into loyal customers. Because at the end of the day, isn't that what we all want? Customers who actually pay for things? I think so.
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