Lucky number seven, it never fails. In regards to your brand’s persona, we will discuss seven methods to express that personality on your Facebook Page.
Importance of Brand Personality
What’s the point of having a personality for a brand? Well, it makes the brand more….brand-able.
If you can establish and reinforce a personality, it builds trust and reliability for your customers. Customers know what to expect (or in some cases expect the unexpected) from your company and will base their reactions on their interpretations.
For example, Mari Smith is a very popular Relationship Marketing Specialist on Facebook. She has a jolly personality on her website, and responds back on Facebook in a jolly manner.
Here is an example of one of Mari Smith’s Facebook posts:
How would it look on her, and herself as a brand, if she started being super sarcastic or robotic? Her image would take a huge hit, because viewers knew what to expect and she didn’t deliver.
In addition, having personality can help customers identify with the brand, and aid in familiarity. It stands to reason that you would engage and interact more with someone you are more familiar with, right?
Determining Your Brand’s Personality
Before learning the tools of expression, you need to make sure you know where to use them. You have to think about certain key elements that describe your brand, and apply it to your image. Where do you see your brand going? What do you want your brand to stand for? How do you want your fans to perceive you?
Once you have the personality in mind, we can now discuss the tools to radiate it on your Facebook Page.
How to Express Your Brand’s Personality
1 – Color
The first think a viewer is going to see is color – or lack of it. We live in such a vibrant, colorful society; if you don’t believe it, just ask grandpa in the Hawaiian t-shirt.
Symbolically, colors represent many personalities. To name a limited few: yellow is traditionally happy and friendly, green for innovative, and violet for elegance.
2 – Logo
Having a well-designed and memorable logo is great for personality. Can someone look at your logo and immediately know it’s your brand? Is your logo adaptable, and can be shortened for consumer convenience?
3 – Media
We’re talking: videos, pictures, or anything produced by the brand. Are pictures appropriate for the brand image? Do the pictures better describe your brand and personality?
Take Skittles for example. Every so often, they upload pictures of fan-made material that was created with the use of Skittles. One week, a fan made a pair of Skittles headphones, and Skittles was quick to add it to their Facebook Page to provide recognition.
Doritos encourage fans to create their own Doritos videos, and then share their favorite videos where they see fit.
These mediums are great ways for expression your brand’s personality, but if you noticed in these two examples, it is also a great way for FANS to express their understanding of your brand.
4 – Status Updates and Tag Lines
Choosing the words to come out of your brand’s mouth can be difficult, but it all rounds up personality. Having status updates that are in-tune with your personality is crucial – it is a Facebook Fan’s worst nightmare when a company only has promotions as a ‘status update’. Tag lines can work as a motto and encourage your fans to respond.
5 – Interactions
As mentioned before with Mari Smith’s example: the manner you interact with your fans can add to your brand’s personality. Can you see your brand using emotions when answering questions? Are interactions brief and never lasting longer than one reply? It’s something to consider.
6 – Consistency
This cannot be stressed enough. Your brand will not have a personality if it is not consistent; consistent with your image on Facebook, Twitter, and your official website. People don’t have split personalities – and neither should your brand.
A proactive tip: if you can afford it, try having one person in charge of your online interactions. This way, it is easier to be consistent, and once they (with the help of your guidance) establish your brand, it will be easier to delegate future tasks to others.
7 – Landing Page
This is here because you have the option to choose where you want your first time viewers to land on Facebook Pages. Having a visitor land on your wall can be tricky – is it too much information? Is it the right information there? Can they immediately sense your personality? Check out our blog about the Importance of a Customized Landing Page
The great thing about a Landing Page is that you can incorporate some of the tools we mentioned before: logo, color, even media. You can combine several elements to give a quick peek at the personality you represent.
While a brand’s personality is not the easiest to describe or define, you have the power to direct your image using these tools and by using a combination of our Social Stage Apps.
Just remember –