Brand personality is one of the most crucial business tactics companies need to adopt if they plan on keeping their customer and consumer following. With about 22 million companies in the United States alone, businesses need to create and maintain this unique value factor in order to stay relevant.
The Importance of a Brand Personality
Brand personality is the driving force to why people choose to follow a company on social media. Even though a company’s content may be interesting and educational, what really gets people to become engaged is personality. Personality is something that society can relate to. A connection can be formed with consumers when a company has brand personality.
An exemplary company is Snickers. Snickers use social media as a tool for posting funny content that not only includes their products but ties it into a current event. This creates buzz and interest in both the company and the topics discussed. Check out these examples to get insight into Snickers’ brand personality and how they connect their products to their target consumer.
Crafting the Right Brand Personality
When it comes to choosing the right personality for your brand, it’s important to give your company a voice, create a story, and stick to your core values. Most companies, especially in the food and beverage industry, take a lifestyle approach. Coca-Cola is a notable example because they use this approach in a lively way to target their consumers. They address potential consumer concerns with their products in a light-hearted way and create familiarity and interaction with their, “Share a Coke” campaign.
Check out these examples to see how Coca-Cola combines their voice with a lifestyle approach to reach their following.
Forming Two-Way Communication
A company that does not have two-way communication is a company that is on the fast track to stagnation. In order to progress, companies need to monitor consumer feedback. This allows them to move in the direction their target market is going.
Two-way communication is important when crafting brand personality because the brands’ personality should be one that consumers want to interact with. An admirable example of this is Nike. Nike’s personality is empowerment, character, and resilience. Consumers interact through social media and word of mouth, but they also get gratification through wearing this particular brands’ clothing because of what Nike stands for. This empowerment of “Just Do It,” connects the consumer and the brand to something more meaningful than just the products they sell. Check out how Nike uses their personality to interact with and inspire their consumers.
Brand personality is key to connecting with consumers on a more valuable level. For example, Snickers expresses their brand personality through humor, Coca-Cola uses lifestyle appeal, and Nike uses empowerment.
These are just a few examples of astound brand personality and the connection it forms with their consumers. Keep these tips in mind when creating or assessing your brand personality to ensure your personality reflects your brand and relates to your target consumer.
For further reading on how the world’s leading CPG brands are leveraging Social Intelligence, download our guide below.
