Real-Life Use Cases to Create an Amazing Brand Personality
Introduction
In the bustling marketplace of social media, where countless brands vie for attention, simply existing isn't enough. To truly captivate your audience and build lasting connections, you need to inject your brand with a vibrant personality that shines through every post, story, and interaction.
This latest blog from Dust Value, we provide examples of well-known brands who created winning brand personalities and made them unforgettable. Wish that your brand too became one? Read on!
Discovering Your Brand's Inner Character
Before we jump into the use cases, let’s understand a bit more about brand character.
Think of your brand as a person. What are their quirks, and their passions? Is there any trait that distinguishes the brand – like for example a sense of humour. These characteristics form the foundation of your brand personality – the unique identity that sets the company apart from the competition and resonates with your target audience. Here are some more key questions to consider for the same:
If your brand were a person, who would they be?
They might be the witty friend, a reliable advisor, or an adventurous explorer?
What are your brand's core values?
This includes what the company stands for, and its mission, vision, and beliefs.
What kind of language do you use to communicate?
Is the brand formal and professional, or can it express a playful and casual appeal.
Brand Identity Prism by Jean Noel Kapferer (1966)
Maximizing Customer Engagement
Let’s see how brand personality is validated from a customer perspective, mainly using social media. Companies need to weave this concept via different aspects related to social media content – everything from the visuals used, captions, and even how brands interact with their audience.
Visual Identity: Make your company logo, colour palette, and image style act as markers of your brand personality. If your company has a quirky messaging style, use bright colours and wordplay along with catchy illustrations. If your brand has a formal and neutral messaging style, incorporate a degree of sophistication by using a neutral language tone and minimalist aesthetic.
A key example here is the perpetual battle between Pepsi vs. Coca Cola. Both brands have iconic logos and colour schemes, but they use them differently to convey their personalities.
Coke often uses classic imagery, a script typeface, and a predominantly red colour palette to evoke a sense of nostalgia and tradition. Their social media often features heartwarming moments and shared experiences.
Pepsi, on the other hand, tends to use bolder colours, modern fonts, and imagery that features contemporary celebrities and pop culture references. Their social media presence is often more edgy, and trend focused.
Messaging: Your tone of voice, language style, and storytelling approach should align with how your brands external appearance. Use language that your target audience will relate to and appreciate. This is commonly seen especially in sports brands wherein the taglines often carry an air of aggressiveness to express the sporting energy.
A good example of a brash and bold brand personality is portrayed by the RyanAir airline, which is clearly reflected in its social media messaging.They often use humour, sarcasm, and even a bit of controversy to grab attention. For example, they might poke fun at competitors, current events, or even themselves.
Video: The style, format, and music choices in your videos can all contribute to your brand's personality. Create fast-paced, dynamic videos for a brand that exudes a high energy through their advertisements, products, and services. Whereas a brand that carries a relaxed, down-to-earth personality can opt for a slower, more contemplative music style.
Engagement: Use polls, Q&As, and contests to engage your audience in a way that reflects your brand's personality. If you company’s messaging style and products carry a fun appeal, then holding a meme contest is appropriate. While a brand with a more serious appeal might consider conducting a survey on a relevant industry topic as a way of engaging potential customers.
For example, Innocent Drinks, a sports beverage brand uses a consistently playful and quirky tone of voice across its social media platforms. They often employ puns, wordplay, and light-hearted humour to engage their audience. This creates a sense of fun and approachability that aligns perfectly with their brand image.
Nurturing Brand Personality
While it's important to adapt your content to different social media platforms, your brand personality should remain consistent across all channels. This helps your audience recognize and connect with the brand name, no matter where they encounter you. Respond to comments, participate in conversations, and build relationships with your followers. Show your audience that there's a real person behind the screen who they can trust and engage with. Assure them that they will get constant support, and all their requirements will be met.
For brands who want to implement a smoothly running marketing approach by building an infectious brand personality, Dust Value – a 360-degree marketing agency can help achieve the same and derive ample business growth.