{"id":2124,"date":"2020-05-22T18:18:05","date_gmt":"2020-05-22T18:18:05","guid":{"rendered":"https:\/\/sundaymanagement.com\/?p=2124"},"modified":"2020-05-22T18:18:05","modified_gmt":"2020-05-22T18:18:05","slug":"the-cult-of-brand-personality-pt-2","status":"publish","type":"post","link":"https:\/\/sundaymanagement.com\/index.php\/2020\/05\/22\/the-cult-of-brand-personality-pt-2\/","title":{"rendered":"The Cult of Brand Personality Pt. 2"},"content":{"rendered":"<p class=\"p1\"><em>By Amy Greenway, Series Manager<\/em><\/p>\n<p class=\"p1\"><span class=\"s1\"><b>Seven Keys to Brand Voice<\/b><\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">Now that we can identify what a brand personality is and why it is important, knowing how to develop the right voice for your brand. When it comes to social media, having an established identity will make it easier to decide what kinds of content to post on various platforms. <\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">In the spirt of social media, I want to share a Buzzfeed-style top-seven list of what brands can do to help identify their voice to better connect with customers. <\/span><\/p>\n<p class=\"p1\"><span class=\"s1\"><b>\u00a01. Talk the Talk<\/b><\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">Identifying the target audience, this point seems like a no brainer and something brands should have established before creating an online brand personality, but it\u2019s constantly overlooked. For example, if the target audience falls into a younger demographic, using slang terms, emojis, memes and gifs to communicate the message is more relatable to that audience than using those same methods to connect with a more mature demographic. Talking how your audience does will turn a brand from just a brand to a \u201cperson.\u201d<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">\u00a0<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\"><b>2. Identify The Heart of the Brand<\/b><\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">Much like creating a mission statement, identifying the brand\u2019s core (or heart to personify the brand) will help to create a brand personality and reinforce the brand\u2019s beliefs.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">What is the brand\u2019s:<\/span><\/p>\n<ul class=\"ul1\">\n<li class=\"li3\"><span class=\"s3\">Purpose<\/span><\/li>\n<li class=\"li3\"><span class=\"s3\">Vision<\/span><\/li>\n<li class=\"li3\"><span class=\"s3\">Mission<\/span><\/li>\n<li class=\"li3\"><span class=\"s3\">Values<\/span><\/li>\n<\/ul>\n<p class=\"p1\"><span class=\"s1\">By identifying fundamental beliefs across content, advertising and social media posts, brands are able to create and maintain similar experiences. These recognizable actions help drive people through a marketing funnel. Identifying the brands purpose, vision, mission and values help brands not mix their messages and confusing their audience.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\"><b>3. In Three Words\u2026<\/b><\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">Identify the brand in three words.\u00a0 Imagine the brand as if it were a person, how would you describe its personality to someone? What is the brands POD (point of difference not the early\u00a0<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">2000s grunge rock band). How do these characteristics show up in audience communication?\u00a0<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">How do they come across in the content?<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">Narrowing these traits down to three words will help focus the content that the brand is building to help communicate its personality.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\"><b>4. Create a brand voice chart<\/b><\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">Using the three words that were identified in the above exercise, use a brand voice chart to map out voice expectations. A brand voice chart outlines; voice characteristics (the three words), descriptions of each of those words and dos and don\u2019t so if there are multiple people posting and curating content for a brand everyone is on the same page on what to expect.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\"><b>5. Ensure Curators Understand Voice<\/b><\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">The above exercise helps brand managers communicate to social media curators the expectations on what the brand voice and tone should look like visually and in copy.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">For anyone who creates content or communications, walk them through the chart. This creates one cohesive voice no matter who is posting.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\"><b>6. Comment Comment Comment<\/b><\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">Like I mentioned before, each time a brand replies to a message, posts a status update or uploads a video, it\u2019s pushing a brand voice.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">Listening and monitoring messages gives allows brands the chance to make a real impressions on a customer. Increasing actions and availability can have serious payoffs and can really make the brand shine (maybe another POD).<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\"><b>7. Rinse, Wash, Repeat<\/b><\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">A brand voice chart evolves and grows, just like a real-life person. As the brand grows, it\u2019s good to take a look at the chart and refresh it.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">Whew, that\u2019s a lot just to make a brand look like a real person online. But, when these steps are applied successfully it can boost followers, engagement, brand loyalty and most importantly, sales.\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>By Amy Greenway, Series Manager Seven Keys to Brand Voice Now that we can identify what a brand personality is and why it is important, knowing<span class=\"excerpt-hellip\"> [\u2026]<\/span><\/p>\n","protected":false},"author":4,"featured_media":2125,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[19,51],"tags":[],"class_list":["post-2124","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","category-blog"],"_links":{"self":[{"href":"https:\/\/sundaymanagement.com\/index.php\/wp-json\/wp\/v2\/posts\/2124","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/sundaymanagement.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/sundaymanagement.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/sundaymanagement.com\/index.php\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/sundaymanagement.com\/index.php\/wp-json\/wp\/v2\/comments?post=2124"}],"version-history":[{"count":1,"href":"https:\/\/sundaymanagement.com\/index.php\/wp-json\/wp\/v2\/posts\/2124\/revisions"}],"predecessor-version":[{"id":2126,"href":"https:\/\/sundaymanagement.com\/index.php\/wp-json\/wp\/v2\/posts\/2124\/revisions\/2126"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/sundaymanagement.com\/index.php\/wp-json\/wp\/v2\/media\/2125"}],"wp:attachment":[{"href":"https:\/\/sundaymanagement.com\/index.php\/wp-json\/wp\/v2\/media?parent=2124"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/sundaymanagement.com\/index.php\/wp-json\/wp\/v2\/categories?post=2124"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/sundaymanagement.com\/index.php\/wp-json\/wp\/v2\/tags?post=2124"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}