Branding Your Business
Poorly designed social media strategies are too common. One of the reasons is that companies and individuals who produce content for social media platforms forget that online communities are formed by human beings. It might be obvious but people tend to feel connected to other people, which is why is so important for brands to define their personality.
Unique brands with specific human characteristics succeed at building strong relationships with customers because they understand people’s emotions, motivations, and expectations. They use this information to create amazing experiences that remain in the memories of the audience.
A brand with a poorly-defined personality can become more human if the strategists behind it determine a particular set of characteristics that will help it reach its target and accomplish its purposes. The goal is to make the audience believe the brand is a person it can relate to because it shares similar values and interests. Ultimately, the company will be able to build long-lasting relationships.
Think about your brand as a character. Define its age, gender, appearance, goals, and aspirations, among other elements that can have a positive impact on the key followers. Decide what best defines your brand’s personality and what doesn’t so you can have a clear idea when you start creating content.
Define Your Brand’s Lifestyle
Verónica Ruiz del Vizo, Chief Creative Officer at Mashup Interactive Agency, recommends a branding exercise that consists of describing a brand’s normal day since it wakes up in the morning until it goes to bed in the evening. Thinking about the human experiences the brand lives during the day will help strategists better understand its personality.
These branding tips will be more effective if companies apply them before launching their social media accounts so they can effectively introduce their brand to the audience.