So, we’ve all been there. You walk into a bar, spot an attractive member of the opposite (or same, if that’s your thing) sex at the bar, take your chances and strike up a conversation. But it soon becomes apparent that what’s going on between their ears is the sum total of nothing. What a disappointment.
In a world of selfies and botox you’d be forgiven to thinking that all anyone cares about these days is appearance. But you’d be wrong. Your website and adverts can look stunning, but if your copy doesn’t speak to your target audience in their language and doesn’t engage them, it was a wasted investment in design.
But how can you go about creating a brand for your business? You may think you already have one – you’ve got a logo and brand font after all haven’t you? But a brand is so much more than that. Wiki says…
A brand is a set of marketing and communication methods that help to distinguish a company from competitors and create a lasting impression in the minds of customers.
It’s about what you look like, sure, but it’s also about who you are as a business, what you stand for, how you talk to your audience (both in terms of tone of voice and channels selected) and what you say that create loyalty and customer engagement.
OK, so now you know you need a personality but how do you create one? Fret not, it is much easier to create a business brand than for Tina at the bar to develop one. Take a look at the three steps to creating a brand personality below to get the juices flowing…
The main thing to remember when applying your brand’s personality is consistency. At every touchpoint and across every channel your tone of voice should remain the same, so make sure it’s something you’re comfortable with and can stick to before you start using it.
So before you head to the virtual bar that is marketing make sure you’ve got your brand’s personality down. Know it, live it, breathe it.