Getting your brand to generate real connections with users can be a difficult task. However, when your strategies are customer centric, that is, they are focused on them, this can bring you incredible results.
The language within marketing and advertising has changed a lot and it is largely thanks to this. Nowadays, it is important to generate connections with consumers, to be able to create content with which they feel related and who want to be part of your brand.
If we think about what the user experience was like a few years ago, everything was very formal or formal. Brands talked about “you” regardless of whether their audience was young, you heard about a promotion through traditional media or perhaps a billboard on the highway. Nothing was as immediate as now.
Within the same evolution, we now find wonderful methodologies such as inbound marketing and philosophies such as account based marketing that, basically, help you to attract the right people in the shortest time.
Follow us on Google News to keep you always informed
So, combining the fact of hooking the right people with the content designed for them and providing them with an experience based on their tastes and needs, we can say that we have one of the keys to success.
That is why having a brand personality that generates this closeness between consumer-business is important and we want to help you develop yours as well as possible.
Next, we will give you some concepts and examples of what you can start to do to define a brand personality that all your consumers fall in love with.
4 Keys to Defining Brand Personality
Follow the information about business and current affairs in Forbes Mexico
- Establish the behavior and tastes of your brand
Just as the personality of a human being is formed in the first years of life, the same happens with your business. If you are starting or growing, it is the perfect time to define your personality.
However, if your brand has been in the market for years and you did not deal with this before, it is important that you see how your customers perceive you, what personality they receive and on that you can make the adjustments you think necessary.
Keep in mind that the needs and tastes of your audience should be the basis on which you are going to define your behavior. If you have a young audience, active on digital platforms, that mostly consumes audiovisual content, try to make your brand also comply with those characteristics.
In this way, you can generate connections through the emotional and the most natural between your audience.
Follow the business information in our specialized section
We also recommend that you evolve as the generations do so, keep abreast of changes in consumer behavior and adapt to the reality of your environment.
- Define the type of language and tone that your messages will have
Good communication is the foundation of any relationship. Surely you already know it, but it will never be too insistent that we remember it.
Changing the example, if your audience is older and was not born and grew up surrounded by technology, you should be careful with using a vocabulary that is too “gen Z” because there will be many things that they will not understand and, although your messages are perfectly written, they will not you will get the answer you expected with them.
The way you communicate, the words you use, even the amount of text you use have to be molded to the reality of your audience.
- Develop the main attributes that your brand will have
Just as you surely like to highlight the benefits and benefits of your products or services, you should also define them at a general level about your brand.
Follow the information about the world in our international section
And by this we do not mean that you are going to create a narcissistic personality or that you are going to show off how good you are, but being clear about your value proposition as a company will help you establish important characteristics about the brand.
In this way, you will be able to differentiate yourself from your competition and highlight from yourself what others do not have or hide in the best possible way what perhaps is still a work in progress.
- Keep in mind your history, values and graphic identity
Finally, harmonize and strike a balance between what your audience needs and who you really are. Think about the answers to these questions: where do you come from, what are your values, what is your goal in the market?
Creating a fictional reality and a false personality just to please the public is not sustainable over time. It is important that you have a balance and manage to transmit, from your essence, what the people you are addressing can connect with.
Find here the most outstanding news of Mexican politics
Likewise, taking your graphic identity into account is key, especially in these times where visually attractiveness is what works the most on digital platforms.
Make sure your image is up to date and conveys the essence of who you are.
There are great design professionals who have evolved along with the world and can help you achieve the exact point between what you have to give and what your audience wants.
Another way you can define your brand personality is with Carl Jung’s archetypes. Perhaps you have heard or read about them, they are 12 and each one has a series of qualities, strengths and opportunities that you can choose as a guide for what you want to convey.
Follow the information on the economy and finances in our specialized section
These are: the innocent, the friend, the hero, the wise, the caretaker, the rebel, the explorer, the magician, the lover, the creator, the jester and the ruler.
Once you know the characteristics of each of them, surely you will feel identified with more than one and that is fine. The ideal is to have a little of everyone, but we invite you to select three of them as your main ones and, based on that, give your brand personality.
Finally, we invite you to analyze which are the brands that most attract you within your field and whose community shows a good connection with them. This will allow you to have references and know the reality of your market.
Remember to share this information with your teams so that together they can define an unforgettable personality for your users.
Subscribe to Forbes Mexico
Contact:
LinkedIn: Emanuel Alejandro Olivier Peralta
The opinions expressed are solely the responsibility of their authors and are completely independent of the position and editorial line of Forbes Mexico.