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As we talked about yesterday (Target Audiences) digital marketing and online conversations rely on people.
So while your business or organisation may have a presence online, you are trying to connect with people, and your content and updates are written by people.
And people have personalities, and are attracted by personalities.
So in addition to your visual branding (logo, colours, typefaces, image style and other identity elements etc), you should also consider what your brand’s “personality” is, as this affects the tone, language and style of your content, both written, video, images, style etc.
There are a few ways to tackle this:
- Think about your business or organisation’s history, structure, products and services. What kind of personality suits it?
- Think about your target audiences (from Day 2). What type of personality suits them?
What words would you want used to describe your organisation? What character traits? e.g. casual, formal, down to earth, high brow, professional, hipster etc.
A useful exercise is to consider:
- If your organisation what a person, who would it be? What traits do they have? How do they speak?
- If your organisation was a car, what kind would it be? Why?
Again, this is a good exercise to do with your team to get different perspectives, and make sure that everyone agrees with the final “personality”.
So why do we do this?
To provide a consistency with the language, tone and writing style of your digital and social media marketing; ensuring that it reflects the “brand” rather than the personalities of the individual/s who are responsible for the updates.
And why do we want consistency?
Because when people develop a relationship with our brand online (which is what they do when they like/follow/subscribe etc) they want to grow to know “us” and what to expect. If we offer erratic content and updates, our brand would seem like that crazy person you’re friends with on Facebook who annoys the bejeezus out of you.
It also makes it easier for teams who work together on digital content to have a common vision to focus on. And when writing and preparing content updates, they can consider how it should be written or presented by that “personality”.
- Update or document your brand’s personality traits, and if possible, a person and/or car that helps to represent it.
- Document any writing styles or consistencies that your brand content should use, e.g. do you use slang? swear words? emoticons? excessive punctuation? any regular phrases or terms?
While it might sound like a lot, it doesn’t have to be complex, but warrants some thought and documentation time.
Continuing tomorrow… DAY 4: Keywords.