by By Brynli Nelson
As digital technology becomes more integrated into our everyday lives, developing a strong online brand personality has become crucial for businesses of all sizes. A brand’s personality reflects its identity, which shapes consumers’ perceptions, influences engagement and distinguishes itself from others. Here are some steps to create a brand personality that stands out:
- Identifying the Foundation of Your Personality
At the core of every brand lies its vision, mission, purpose, and values. What are yours? If you aren’t sure yet ask yourself: What messages do I/my brand already promote? What initiatives do I support? What are my priorities or goals? Understanding these elements of your brand is essential in creating an authentic brand image that sets it apart from competitors.
- Getting to Know Your Audience
The next step is honing in on your audiences. To keep them engaged, you should have a good understanding of who your target market, as well as your target audience is and what they’re like. Consider things like socio-demographics, their values, and their own personality traits. How do you want your audience to view your brand? What traits would make them choose your brand over another? This will help you gain a better understanding of what they want/need, so you can better tailor your content.
- Choosing your Channels
Now think about channels you will reach these audiences on. Research and select a couple of communication channels that are popular within your target market and industry. These could range anywhere from Instagram, Facebook, and TikTok to Twitter (X), LinkedIn, email, and many more. Just make sure you are familiar with the styling guides and algorithms and can optimize your time on each platform.
- Selecting a Brand Voice
Once you’ve identified your channels, what content will you produce and who will communicate it? Think about the visual and verbal aspects of your brand personality: the things that speak for your brand and tell its story.
Find who or what will visually represent your brand. Some brands use their name, while others use their logos or mascots. Then, identify the set of traits that define your brand’s character. It can help to find a tone that matches your logo, mascot, or name. For instance, Wendy’s has engaged large audiences specifically through “Wendy’s” sassy and sarcastic comments on Twitter (X). Characters like Wendy possess relatable and captivating traits that help their audiences connect with the brand and distinguish it from others. Consider your industry, style, and audiences when selecting your brand voice and make sure it remains consistent across platforms.
5. Staying Consistent
Make sure you are also staying consistent and active on your communication channels, as good customer service is important. Posting content, responding to queries, posing questions, and updating followers and customers regularly is key to maintaining a good reputation and satisfied customer base.
6. Amplifying Your Messages
To reach more people, it could also be beneficial to collaborate with social media influencers or other brands, who share your values. These influencers can range from celebrities to nano influencers, based on your target market and budget. Influencers and brands can help infuse authenticity into your messages and create lasting impressions on your brand. Just make sure you carefully select these people, as their voices have the power to both help AND hurt your brand.
Doing all this will help spice up your brand and make it more successful in the long run. Who knows, you might also learn more about yourself and the industry in the process.
Hi Brynli, nice blog post! All the tips you have provided are very helpful to anyone who wants to become an influencer or promote a business. For those who are just starting to consistently post on social media or are micro-influencers, this advice would be a good place to start and reflect. I like the example you mentioned with Wendy’s when discussing a brand’s voice. The company has a clear voice and image, making it easier for the audience to connect and grow the brand’s following. Another great example is Nike. Their voice is perceived as inspirational since their posts often encourage people to achieve their goals and more. The corporation’s voice is powerful, making it easily recognizable across various publics.
Hello! I think you wrote a great informational article that is helpful for Public Relations students. Understanding online brand personality is crucial for PR practitioners who want to be successful. It is important for PR professionals because it directly influences how effectively they can communicate with and engage their target audience. It also allows for an easier time managing the brand’s reputation, and navigating crises. A well-defined brand personality helps in creating consistent, relatable, and authentic communications that resonate with the audience.
Brynli, I enjoyed reading your insightful blog post. I think social media is so overly saturated with the people doing the same trends that it is incredibly difficult to stand out on the platforms nowadays. It is easier said than done, but finding your niche is all you need. Once you start posting authentically about whatever you want to post, then the target audience will be acquired. I enjoyed reading all the steps you listed to finding your online brand personality.
Brynli, your guide to developing a strong online brand personality is insightful and practical. From identifying the core values of your brand to understanding your audience and selecting appropriate communication channels, each step is crucial for creating an authentic and engaging brand image. Your emphasis on consistency, both in brand voice and communication, is particularly valuable for building recognition and trust.