In creating content, it is important to not only bear in mind your brand personality, but to also speak your brand and platform language always.

WHAT IS BRAND PERSONALITY?

It is the total characteristics or attributes your brand possesses that lead to customer experience.

Clients (existing and potential) will engage with, buy from and be loyal to your brand if your personality is similar to theirs or to their needs.

There are five major brand personalities, yours can be one while it is possible to have one or two embedded in your core business and brand values.

THE FIVE BRAND PERSONALITIES

1. The EXCITING Brand – They trigger excitement & imagination. They are youthful, carefree and full of energy. An example is Nigeria’s Reality TV Show, BBNaija, Coca Cola etc.
2. The SINCERE Brand – They are family-oriented,down-to-earth, honest, pursue thoughtfulness. Example is Indomie Noodles, Huggies, Dettol etc.
3. The RUGGED Brand – They are outdoorsy, athletic and are known for their tough and strong characteristics. Examples of this kind of brand personality are Nike, Red Bull, Street Photographers etc.
4. The COMPETENT Brand – They lean toward success, accomplishment, leadership, expertise, confidence, hard work. Examples are Thought Leaders, Coaches, Influencers, Tech Companies etc.
5. The SOPHISTICATED Brand – They exude class and sophistication; glamour, prestige, beauty and elegance. Examples are luxury brands like Versace, Tom Ford, Fenty Beauty etc.

THE RULES ABOUT YOUR BRAND PERSONALITY

1. Determine your voice and language; and what platforms to use for communication.

Remember, content is about communication.

2. Know your platform language, for instance you cannot go hashtag crazy on Facebook and Twitter like you would on Instagram. There are different rules for different platforms – master them for optimal use.

3. Reflect your personality in your copy except in occasions where absolute gravity is needed. For instance, even fun brands should not joke in situations that have to do with death, national disasters, customer complaints etc.

At the end of the day, make sure you communicate your idea and message effectively. Content creation and writing is not about pulling big words out of your magic black hat – it is about reaching your audience in ways even you didn’t expect.

 

 

 

Written by: Faith John, Creative Director at The Kween Media

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