It’s been said so many times before – a little personality goes a long way. There are few truths that are truer than that. Just think about it, when you like someone, when you really like someone (because they have a great personality – they’re kind, understanding, non-judgmental, helpful), you’ll be ready to help them out even if it inconveniences you terribly.
But, when someone is barely likeable and they want you to listen to them, or buy from them (gasp!), then you’d be hard-pressed to make the effort, to give your trust, or give your money.
This is why having a powerful brand personality is so important to the success of any organization – whether an NGO or corporate enterprise, a publisher or marketplace.
If you have an objective, and you need to rally up the engagement and cooperation of people to achieve your objective, then – as the saying goes – a little personality will go a long way (to helping you meet your goals). And, a lot of personality will take you even further.
So how can an organization leverage a great brand personality for the win-win with their audience or customers?
Let’s take a look.
Step 1: self-discovery
“The most important kind of freedom is to be what you really are.” Jim Morrison
Yes, yes – organizations, not just people, have a personality. Your brand’s personality is the collection of characteristics that are associated with your brand. It should always reflect who you really are, resonate with your customers, and communicate to them the kind of experiences they can expect to have when they engage with you.
Before you can go ahead with your strategy and plan for communicating your brand personality for growing awareness and engagement – you will first need to go on a path of self-discovery to accurately identify and clearly define what exactly your brand personality is.
According to Jennifer Aaker, American social psychologist, author, and General Atlantic Professor of Marketing at the Stanford Graduate School of Business, there are five dimensions of brand personality:
|Excitement||Daring, spirited, imaginative, modern
|Nike, MTV, T-Mobile, Vice, Tik Tok|
|Sincerity||Domestic, honest, genuine, cheerful||Campbell’s Soup, Hallmark, Oprah, Pampers, Allstate, Coca-Cola|
|Ruggedness||Tough, strong, outdoorsy, rugged||LL Bean, Land Rover, Levis, Jack Daniels|
|Competence||Reliable, responsible, dependable, efficient||Chase, Verizon, UPS, Volvo, and Microsoft|
|Sophistication||Glamorous, charming, romantic||Hermes, Apple, Mercedes, Grey Goose,|
In case it isn’t obvious, and you’re debating whether your brand personality embodies excitement or ruggedness, sincerity or competence (it’s not always as clear-cut as you might think), then we can offer two complementary approaches for determining your ultimate personality dimension.
What’s in an adjective?
The first approach we call the ‘name game.’ That is, if you had to pick just three adjectives to describe your organization’s essence and identity, what would they be?
Bold? Innovative? Adventurous? Ground-breaking? Rebellious? Reassuring? Dependable?
To define your brand personality type you can organize a list of adjectives that describe your organization, group them, and assign a score to each group. Select the group with the highest score and then take the top scoring adjectives from that group.
Those three adjectives can (and should) guide you in crafting any piece of marketing content/asset moving ahead.
Ask and you shall discover
The second path to brand self-discovery is to answer these key questions:
- What differentiates us from the competition?
- What are our core values? (what is important to us and to our target audience/customers?)
- What is our mission? (what are we trying to achieve with our services or products?)
- What is our expertise?
- Who are our target customers?
The answers to these questions should be crafted with keywords, and preferably as many adjectives as possible, to arrive at a descriptive narrative about your brand identity and personality.
Step 2: the 3 choices
So, now that you know who you are and have asserted a clear personality description, staying true to that personality ultimately results in authenticity.
And, as we know authenticity is critical for brand loyalty, with nearly 90% of consumers surveyed willing to take action to reward a brand for its authenticity.
The next step then is to take your dazzling personality and communicate it authentically to the world.
Doing so, requires making three choices:
- Choose your voice
- Choose your channel
- Choose your medium
Choose your voice
Making sure that you articulate your brand personality with authenticity also means making sure that your tone always aligns with the traits (adjectives) that you have identified for your brand.
For example, if your brand dimension is sincerity, then you will want to create marketing assets with a tone that is relatable and friendly. Or if your dimension is competence, then you will want a tone that is more serious and informative.
Choose your channel
After all this effort, clearly – you want to make sure that wherever it is that you communicate your brand personality, that this communication is indeed met by your target audience. This is why choosing the right channel is so important.
Yet, there are so many channels to choose from – from traditional to digital, whether at an event or online, by email or social, the choices are many.
To arrive at the optimal choice/s, it is critical to determine where your herd congregates, whether the channel in question aligns with your budget, and what are the analytics that can be performed to measure the channel’s success.
Choose your medium
Finally, to get the most bang for your brand personality communication buck – the third choice to be made is which medium to prioritize.
Here, the answer is a no-brainer. The ultimate medium is the one that will garner the most engagement, that will trigger an emotional response that leads to action and loyalty, and the one which enables you to showcase your brand’s personality in all its visual and storytelling glory.
So, which medium might that be? Video, of course!
Step 3: bedazzle them with video
“I want freedom for the full expression of my personality.” (Mahatma Gandhi)
Gandhi was right (about many things). There’s nothing like having the freedom to fully express our personality – and in our case, our brand personality.
But, quite often, when wanting to do so with authenticity and pizzazz on video, we are limited. Either the tools that can help us do so are rigid and offer little to no options for including visual brand assets such as the color palette and fonts. Or, the path to full brand expression is paved by an expensive contract with an even more expensive studio.
Not anymore. With Wochit, organizations can have the freedom to be who they are and articulate their uniqueness in any way they want.
All this is made possible by Wochit Studio, a cloud-based video creation platform that was designed to empower anyone and everyone, regardless of whether or not they have a background or knowledge in video editing, to create high-quality, professional-grade videos that are deeply engaging and tightly aligned with the brand and its personality.
The platform offers a straightforward UX that simplifies editing, an extensive pre-licensed library of 200 million images and videos, myriad built-in templates, and smart editing features that enable you to include all of your critical visual brand assets including fonts, color palette, and logo; as well the ability to fully customize transitions, text overlays, infographics, logos, intros and outros, and more.
So, don’t be afraid to let your awesome self shine, to go out there and boldly express your brand personality, to be authentic, and show off your pizzazz.