Turning your cogs about the inner workings of brand personality?
I like your style.
Y’know, brains and brands aren’t too dissimilar.
In fact, the way our brains view brands is much like interacting with a real life person.
So it makes sense that beyond the informative, valuable and down right mind-blowing business content you share…
Your brand personality’s got some serious pulling power in the connection space. Not to mention conversions.
In fact, 45% of a brand’s image is said to be the result of “what a brand says and how they say it.”
(Emphasis on the how).
So what does it look like in action? Let’s stage-dive in.
Got a mate who’s always up for a good time?
What about another who you *know* will complain about the traffic before the door creaks closed behind them?
Then there’s Carol, who always happens to link her thirst for something new on the weekend back to her astrological sign (how very *Sagittarius*).
Much like the personalities you experience in your everyday, brands exist in a way that helps us:
And there’s an intricate psychology to how the whole shebang comes together.
Flamin’ hot tip: *even if* shakin’ a brand personality isn’t a focus for you, you’re already sharing one. So why not fuel that bad boy with psychological superpowers?
After a mind-bending psychology degree, I’ve learnt a few key pointers about brand personality.
Here are my tippy tops:
Liking something or someone more, simply by seeing it numerous times. Commonly, preferring things that are familiar.
The mere exposure effect guides many things in our lives. Our connections, beliefs and sometimes even who we’ll marry.
So when it comes to brand personality, rockin’ a consistent message isn’t just a way to concisely share your differentiators…
It’s also a powerful psychological tool to woo potential clients and grow an audience of raving fans.
How to apply the mere exposure effect to your brand personality:
Flamin’ hot tip: check out this brand personality trait cheat sheet.
“The way you listen, look, move and react.” Think: facial expressions, gestures and touch
I know what you’re thinking.
“Dan! How the hell can I make my brand personality non-verbal?
Especially if my biz lives 100% online?”
Yep, get that.
But the thing about non-verbal communication is that for brands, this comes down to how you share what you share.
Let me explain.
Even the teeny-weeniest elements of your brand communicate with *some type* of personality. Whether you mean to or not.
Your brand personality visuals work to complement your ‘verbal’ personality in a whole lotta ways.
Flamin’ hot tip: Mirror neurons fire off when we observe another human’s emotions. These little babies are designed to assess intention understanding. Which is precisely why sharing imagery that reflects current or aspiring emotions helps build a closer connection between brand personality and reader.
Feeling closer to someone who mirrors your feelings back to you. “Providing an emotional bridge”
It’s no secret that perceiving and understanding emotions is a superpower when growing connections. So including cognitive empathy in your brand personality is a killer way to shimmy into your dream peeps’ hearts.
What emotions guide your potential client’s buying decisions? Are they tired of same-same and wish for a cutting edge approach? Are they overwhelmed after shopping around and need concise info that s-p-e-l-l-s out your inclusions? Or do they wanna work with you and only you because you’re approachable/kind/creative/data-driven/polished?
Spoiler alert, the only way to know for sure is to:
Wanna roll out a rockin’ brand personality?
Check out these 3 killer examples of personalities that rock, read up on where personality sits with voice and tone, or discover your own brand personality by taking the Brand Personality Playlist Quiz.
Your friendly, neighbourhood copy tour manager. Here to help ambitious business rock stars like you rock your copy at every stage of your biz road trip.
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