Learn how to develop your authentic brand personality, connect with the right audience and engage with them in a compelling way. In this video, Natalie Klein, communications consultant, shares three tips to incorporate your personality into your online brand. From identifying your brand’s traits to telling a story, these tips will help differentiate from the competition.
If you prefer to read this content, the video transcript is below.
What is your firm’s personality? It should come through in your communications, on your website and in your social media. It’s not fixed and can change as your firm matures or with leadership changes. It can even change as you add new services and niches. Adding personality to your brand sets the tone for your brand’s communication, it helps form an emotional attachment to your brand and it differentiates your brand from your competitors. Here are some ways you can inject personality into your brand and make a great digital impression with potential clients, retain your existing clients and attract new talent to your firm.
First, identify your brand’s personality traits. Once you know what they are, be real and authentic about them. If you present your firm as super hip and cool, but in reality, you are more of the get the work done, no-nonsense type of firm, your audience will see through the façade. More likely than not, your reputation probably already proceeds you. Take these key brand personality traits to develop your brand voice. If you are uncertain how your firm is perceived, ask your clients.
Next, clearly define who your audience is and what their needs and desires are. When you understand who your target audience is, you can tailor your approach and more effectively communicate in a way that speaks directly to them.
Finally, tell a story. Stories can be engaging and informative at the same time. They can show the human side of your firm. People identify with people, not services. Whether it is a longer story, such as a case study for your blog, or a short story for a social media post, always try to inspire your audience to take action. Create an emotional connection to your brand with your audience though nostalgia, humor, or any other emotion that is appropriate for your audience, your industry and objectives. Telling a story to your clearly defined audience, using your brand’s authentic voice creates a connection that drives action and engagement.
Through these simple ways, you can develop your authentic brand personality, connect with the right audience and engage with them in a compelling way.