It’s one thing to know your brand yourself, but it’s another entirely to be able to effectively convey your brand’s personality to your audience. With so many methods and channels available, it can be difficult to ensure the nature of your brand is perfectly communicated. This post aims to offer an outline of how to convey your brand’s personality across a range of channels.
Determine your preferred channels
Assuming you’re already an expert on your brand, the first step is to establish your ideal social media channels. Each social media channel has its own strengths and weaknesses and in order to utilise these platforms to best convey your brand, you need to work out which platforms are best for your personal goals.
For example, if you were interested in pushing the design of your brand, photos would be essential and therefore using Instagram would be beneficial to your brand. Advertising on Instagram would help people to discover the brand; 77% of users say they see brands advertised on Instagram as creative (Herman, 2019.). If this is the case, you’d need to consider how you want your brand to be viewed and adjust the channels accordingly.
Develop meaningful connection
Once you have determined your preferred channels, you need to establish the message you want to deliver – and how to deliver this message in a way that is meaningful.
The use of storytelling creates something that an audience can identify with and therefore use to establish an emotional connection to your brand. Similarly, strike conversations with consumers and remind them that you brand has a humanised voice. When a consumer has a positive experience with your brand they will remember the way the brand made them feel and will be more likely to return to it. Develop a distinctive voice that communicates your brand personality accurately and in an authentic way, and watch how people find it easier to connect with your business and remember who you are and what you do.
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Maintain brand consistency across various channels
To make sure that consumers have repeated positive experiences, it is vital that your brand maintains consistency throughout multiple channels. As many as 95% of consumers use three or more channels in a single customer service interaction, highlighting the importance of a positive and reliable brand image, irrespective of the platform it is accessed by.
One way to ensure this is achieved is by customizing your brand’s voice to the specific channel it is being viewed on. A platform such as LinkedIn is used for work purposes and so naturally requires a more formal tone than a social media platform such as Facebook which is generally used for entertainment purposes only.
The challenge is maintaining the unique personality of your brand whilst adjusting it to fit within the conventions of the platform it is on. If your brand is light-hearted and fun, don’t cut those parts out to make it fit onto a more professional site. Instead, consider which platforms will allow it to reach your target audience best and go from there.