The Hidden Power of Brand Personality

Have you seen recent viral trends or social media campaigns and thought, “How did they even think of that?” or even “Why?”

While initially you might think they turned their interns loose, rarely what you see is carelessness. In fact, most brand campaigns online are extremely calculated. From ideation to execution, many posts and campaigns take a lot of work even though it appears effortless.

A brand with a unique online personality can be advantageous when done well. Through conversations and interactions, having a distinguishable personality can humanize your brand and set your business apart from your competitors.

While fruitful, utilizing brand personality in your social media strategy can become a daunting, never-ending task. From responding to comments to answering messages to creating content all while maintaining the correct tone can be tiresome.

Social media management is not typically carried out by interns, but rather by a dedicated team of professionals who work full-time on this complex task.

Injecting your social accounts with personality is key to standing out in an overwhelming social media landscape. A recent study found that 55.7% of people would unfollow a brand because of how they spoke online and that 57.5% of customers would buy from brands with strong personalities.

An excellent example of an unassuming brand that has gained immense popularity thanks to their unique voice and approach, is Duolingo. They have successfully attracted more than 6.6 million followers on TikTok, by being unafraid to take advantage of a platform that brands had only just begun to utilize.

By participating in trends that are a right fit for your business, it shows your business is not afraid to push boundaries and evolve with the ever-changing social media landscape. Innovative methods, like the ones Duolingo has used in their recent campaigns, set a standard across the industry. And while your business may not have a mascot or an unlimited marketing budget, a distinctive personality for your brand can have serious rewards.

When new social platforms arise, brands have the opportunity to distinguish themselves. With the introduction of Threads, Meta’s answer to Twitter, brands now have a new landscape where they must distinguish the right voice and personality for their business, or if Threads is the right platform for their brand to be on.

After Threads’ official launch on July 6, it quickly broke the record for the fastest app to reach 100 million users, in under a week. If you haven’t signed up yet, this doesn’t mean you’ve missed the big boom. It’s important to consider if a platform like Threads is the best fit for your brand by asking questions like “Is your target audience using the app? Is a text-based app right for your product or service? Are your competitors using the platform?”

Social media is a powerful tool for brands to establish a unique personality and make their presence known. By understanding this, brands can leverage social media effectively to stand out in the competitive landscape and connect with their audience on a deeper level.

Looking to round out your social media presence with a team of dedicated experts? Connect with Black Twig, for assistance in your social efforts. Contact Tom to get started.