One thing that trips up new and old entrepreneurs is the nuances of a well-defined brand. Your business can provide top-quality content, items, and services—yet never have a strong customer base. The reason for this is the lack of personality in a brand. These days, customers want to feel connected to the people and places they go, and that includes where they spend money. Businesses can better communicate their value by speaking to customers on their level. Fortunately, the steps to design your brand’s personality just take a little imagination.
Before your business can define its brand personality, the target audience must be firmly understood. There’s no point in marketing to one group with a personality that appeals to another. For instance, long, fact-driven infomercials are as ineffective on young consumers as pop culture references and fast-paced messaging are on the aging population. Your brand’s voice must be the voice of the target audience themselves. Otherwise, the personality of your brand will appear unwelcome.
Before your business can communicate effectively, it must have clear goals. That means long-term goals for the direction of the business and how it will evolve. Consider how customers interact with your products and services. How do these items fit into people’s everyday life and how they express themselves? A quality goal finds ways to engage more with customers, provide better service, and increase the importance of a product in customers’ lives. This goes together with understanding your audience. For instance, many consumers are interested in campaigns that move towards sustainable packaging. It’s key to choose statement pieces and projects that engage the target audience. By defining how your business will accomplish these goals, the brand’s personality will become easier to visualize.
Once you understand your audience and goals, the steps to design your brand’s personality become simpler. Ideally, the best voice reflects the attitude of the target audience. Imagine your brand being a person who’s just like the audience. What do you want your fans to think and talk about your brand? Take cues from existing customers and cater to what makes sense and appeals to them. Besides communicating in a way that an audience finds familiar, tweak messages to also reflect the goals of the business. In other words, find ways to express how great a business is in the way your audience would tell a friend.
All these aspects may seem like vague concepts at first. Early posts, decisions, and services will likely change as your business’s personality strengthens. However, time is required to create a firm branding image. Everyone involved with putting out content that will be seen by the client base must be clued in on the expectations of the personality so they can stay consistent. Besides this, always listen carefully to customer feedback. Interactions with clients will help shift your business’s direction towards a better and more accessible version of your brand that will appeal to a wider audience.