Like getting stuck talking to the dullest person at a party, visitors to a website without brand personality will be looking for the nearest escape route pretty quickly. It can wreak havoc with your conversion rate and repeat business. Developing brand personality is like walking a tightrope. Do it well and you’ll create a character for your company that your customers will want to engage with. Do it badly and your brand personality can repel people. It’s a tough gig to get right. In order to help you create a digital persona for your organization, here are 10 useful tips to help you create brand personality for your website.
1. Who am I?
Find out what is the current perception of your brand before you create your brand personality. (Source)
A simple question that is so difficult to answer. Before you begin creating your brand personality you need to take a look at your current communications. What is your current brand character? How are you perceived by others? You might consider an online customer survey or setting up a focus group to help you understand how you’re coming across at the moment.
2. What makes me different?
Identify your unique selling proposition (USP) and how you want people to think and feel about your brand. (Source)
You need to get a clear picture in your mind about what makes you unique and how you want people to think about your brand.If this doesn’t match up to the way in which your brand is currently perceived, you might need to consider a complete personality overhaul. It is important that you bring your desired brand personality in line with your customer’s experience of you.
3. What are my character traits?
Give your brand personality traits as though it is a real person. (Source)
Try thinking about your brand like it really is a person. Is it confident and loud? Or is it more of a reflective thinker? Successful brands usually have human characteristics that you can easily identify; think about Apple and Microsoft, or Innocent and Pepperami for clear examples of this in action.
4. What do I want to say?
Think about the tonal voice that will reflect your brand’s personality. (Source)
Tone of voice is one of the main things you need to get right. This will be established through your copy. And remember, how you say it is every bit as important as what you say. Consider creating a vocabulary for your business that reflects its personality. It may seem like a minor detail, but there’s a world of difference between a character who would say ‘use’ and one who would say ‘utilise’, or a business that uses the call to action ‘call me’ instead of ‘contact us’.
5. What do I want to look like?
Use visual communication for maximum brand engagement and user experience. (Source)
As a rule of thumb, you want to be visual at least a third of the time. Showing is much better than telling when you’re marketing online. Consider using creative infographics instead of pages of content. Use images instead of descriptive copy. Research suggests that websites that use visual communication increase their user engagement by as much as 35 per cent.
6. Choose your shots wisely
Be creative with your images… (Source)
That’s not to say all visual content works, regardless of quality. Uncomfortable headshots and stiff, corporate images won’t do you any favours. Get creative with your photography and consider hiring a professional to take the shots of your team.
7. How will people find me?
Make your brand’s website visible through high quality content that is informative and shareable. (Source)
Yes, optimising your content for search engines is important. However, don’t force keywords and phrases into your copy. At best you will disrupt the flow and sense of your content. At worst your brand will appear contrived and the user could feel manipulated.
8. It’s all about you
Use the ‘About Us’ page on your website to highlight all your key achievements. (Source)
Your ‘About Us’ pages are your chance to be in the spotlight, so use them wisely. You can brag about awards, tell relevant stories and update your pages with relevant news items. Remember, you can use video and infographics as an alternative to copy-heavy pages.
9. Make ‘em laugh
Add a touch of humor to enhance your brand’s personality. (Source)
If you can manage it, try to infuse your pages with some humour – making sure that your material is appropriate for your target market. A well-placed and clever dose of humour is a great way to create character.
10. You’re only human
Be honest and admit when your company has made a mistake. The most successful brands are those that are open, honest and above all most human. (Source)
Errors happen. They are an inevitable part of being in business. If your company makes a mistake, instead of pretending it didn’t happen, hold up your hands and take it on the chin. The most successful brands are the most human, so being honest about getting it a bit wrong can go a long way to repairing damage and endearing you to your client list.
How would you add brand personality to your website? Please share your feedback and comments with us.