Nailing your brand’s voice is essential for any business.

But the role of brand personality is changing. Gone are the days where brands could set themselves apart by establishing a witty social media presence.

In a world where consumer feeds are filled with dozens of brands showcasing their products, services, content and brand voice, what do brands need to do to stand out?

And how is the role of brand personality changing?

Let’s find out!

What is brand personality?

‘Brand personality’ describes a brand’s style and tone of voice when communicating with their target audience.

Historically, brands have sought to create a personality that is timeless, that speaks to who they are as a brand and how they want to be perceived.

So, why is the role of brand personality changing?

Short videos are everywhere across social media, and just as their length continue to shrink, so do trend cycles.

And for brands, this means more pressure to keep up.

Brands who thrive off participating in memes, or using other internet subculture language in their posts, will struggle to continue to keep up with ever-changing trends.

And for those who join in on the fun of a trend too late, consumers may be put off and alerted to the brand’s deliberate use of brand voice.

Consumers don’t want to feel that they are being sold to, so when brands come across as trying too hard to gain their attention, they can quickly feel put off.

Not only this, but for many brands, their target audience’s interests will change over time. The very things that the consumer once followed a brand for could, 6 months down the line, turn the consumer off.

Brand personality is no longer about establishing a static style.

Instead, advertisers need to be open to developing their brand personality over time. When brands show growth and development, consumers want to come along on the journey.

How can advertisers adapt their brand personality?

While it is incredibly difficult for brands to stay ahead of trends, they can certainly keep up with their target audience by seeking to connect with current and potential consumers on a deeper level.

When it comes to digital marketing, especially social media marketing, it isn’t enough to create engaging content.

Consumers want connection.

Connection is one of the biggest benefits of having a definable brand personality, but brand personality can only be formed through understanding the target demographic.

To learn what aspects of a brand’s personality need to change, marketers can better understand their target audience through two key methods:

1)     Research

2)     Ask (the right) questions

Research is always the first step in any campaign or marketing strategy. But what many brands miss is the second method – asking consumers the right questions.

Instead of simply creating content for their audience, by asking the target audience questions about themselves, and /or encouraging consumers to get involved somehow through online challenges or fun quizzes, brands can learn about their audience and adapt their brand voice accordingly.

Brands should show that they can grow and change with their audience.

To learn more about Brand Personality, get in contact today.