You’ve probably heard how important it is to have a strong brand personality and brand presence as a business on social media, especially in 2020. But what does this really mean? What is your brand personality and where do you even start? asks Rachelle Saevil, Creative Director of Saevil Row.
A brand presence is the collective of a couple of things, brand personality and brand identity. While we look at brand identity as a whole, it’s all-encompassing of our brand’s DNA. How we look, how we communicate, and how we do business. I like to think that our brand personality is the fundamental building block for having a strong brand presence. It’s how we connect with our ideal audience by showcasing who we are and who’s behind the brand.
Defining your brand’s personality starts at the roots of the branding process. Your brand will embody different traits and characteristics, just like we as individuals have our own personality, which makes us uniquely us. A few things come into play when we’re looking at what truly defines a brand’s personality, like values, voice, tone and style.
Step One: Values
It’s important to consider your values and how you can truly showcase them within your brand personality. To do this, choose 3-5 things that you stand for as a business, which relates to your mission and those become your brand values, like your north stars. These can be things like honesty, integrity, safety, creativity, community or collaboration. When you have your core values, your content and messaging on social should support these ideas. If you can relate your values within your brand’s personality, then that’s the sweet spot.
Step Two and Three: Voice + Tone
This one is almost like a packaged deal, however, your brand’s voice and tone are two different things. Voice can be described as the unique way in which you communicate with your audience, while the tone is how you speak it. For example, your brand’s voice could be playful, witty or funny. Or perhaps it’s sophisticated and educational or soft and focused. There are various voices your personality can take on and it’s important that whatever voice you decide, that it’s directly tied to how you want to be heard as a brand. Whereas your brand’s tone is how you deliver your message. Think of how your tone may change depending on who you’re talking to or what you’re talking about in a real-life situation. Your brand’s voice is singular, however, you can use it with different tones.
Both of these are crucial in identifying your brand personality because you want to make sure you are connecting verbally with your ideal audience in a way that will resonate with them. This is especially important when writing photo captions or starting a conversation on Stories. Think of how these two things can work to your advantage of creating a strong and identifiable voice and tone.
Step Four: Style
When it comes to your brand’s style, this is all about how you want to look to your audience. Style encapsulates all the visual things like colours, fonts and graphics. Choose a colour palette that reflects your brand and stick to them for consistency. When you’re curating your colours, choose 1-2 primary colours that you’ll use the most, 1 accent colour for call-outs and 1-2 neutrals for things like backgrounds. This is particularly useful if you’re creating templates or graphics in Canva to share on social. Once you’ve established your colours, don’t stray away from them! Keep within your palette, because these colours now represent your brand’s personality and are the easiest way for your audience to identify you.
As for fonts and graphics, both of these should complement the style that you’ve set out with the colours. If you have a bright and colourful palette, then your imagery and graphics should reflect that. If your palette is more muted and dark, then your imagery would be moody. With the fonts that you select, choose 1-2 styles that best suit your brand and only use those. Less is more, it’s easy to overdo fonts, but again, it’s a visual way for your audience to relate to your brand’s personality.
Above all, consistency is what’s going to allow your brand the longevity it deserves, once you’ve created a strong brand personality. Putting your business out there on social media is a perfect opportunity to engage with a wide audience, so put your best foot forward and allow your brand to shine!
Want more? Get our newsletter delivered straight to your inbox! Follow Kochie’s Business Builders on Facebook, Twitter, Instagram, and LinkedIn.
Interested in branding? Read on…