As mentioned in every advertising 101, it is important to be able to break through the clutter in order to reach your audience. The only way to break through the noise created by other brands is to be able to grab the attention of your audience and make a connection. One of the main techniques to achieve this is to differentiate your brand through the communication of a unique brand personality.
Below are the three main reasons why allowing your brand personality to shine really does work.
Making a connection is much simpler than it sounds. As a collective society, we all want to feel like we are a part of something. Your brand needs to be able to connect with your client’s hopes, dreams, and/or experiences. A brand is worthless if it fails to connect with its target market in the right way. Your brand needs to be relatable in order to make a connection. This means your audience must see a little of themselves or what they strive to be in your brand. Therefore, if you are targeting teenage girls with your brand, your brand personality will most likely be fun, young, and sassy. If you were targeting a group of business professionals, your brand personality would need to be more serious, confident, and clean.
There are many new brands hitting the market every day and trying to reach your consumer. It’s your job to set yourself apart from the rest. What better way to do that than being yourself and allowing your brand personality to shine through? Just like you, your brand is unique and you have to share that with your audience. Focus on doing things differently from your competition to set your brand apart. Think about what truly makes your brand unique; is your brand more fun? Does your brand have an innovative solution to a common problem? Does your brand deliver faster than your competition? The answer to these questions and many more you can ask yourself will help you identify the competitive advantage your brand has against the completion. This competitive advantage must come through in the brand’s personality.
Keeping up with other brands and their standards is comparable to keeping up with the Joneses and that is very exhausting and ineffective. Do what works for your business and your brand. Keep in mind your passion and intended purpose behind the creation of your brand and allow that to lead your actions. When you are honest and confident about what your brand represents and its purpose; your consumers will respect that and believe it. As a result, the focus will be on how to better serve your clients and your brand value will rise with what seems like the minimal effort but is really one of the most difficult to achieve objectives in marketing. You will also gain personal satisfaction to be doing what you love!