Captivate Your Customer: 3 Steps to Infusing Brand Personality on Your Site
Does this sound familiar?
You search something in Google, click a link to go to the site, and skim the first page to see whether it's something you’re interested in. After a few seconds, your eyes glaze over and you forgot the last sentence you read. So, you hit the back button and try again.
Without a captivating voice and brand personality that resonates with your audience, the back button is going to see a lot more clicks than you'd like.
One of the best ways to attract your ideal customers, keep them on your site, and get them to boost your sales is to infuse a unique, consistent brand personality. Let’s take a look at the three steps it takes to do this.
1. Develop Your Brand Voice
The first step to incorporating your brand personality on your website is to develop your unique brand voice. That way, wherever you’re at, your customer can recognize and, more importantly, resonate with your message.
To help you begin developing your own voice, here are a few tips:
Start by examining your role models. Take a look at brands and businesses that inspire you. Browse through their websites and social media platforms and ask yourself what about them stands out to you. Then, write down a few words to describe their voice.
If you have a brand strategy (or brand mood board), go through it and identify key words that come up regularly. For example, if your brand is friendly, then words like “warm” and “casual” might be good words to use.
Review any content you’ve written in the past as objectively as possible - describe the style in which you write. It is simple and conversational? Or is it serious and authoritative?
Think about your target audience - what would resonate the most with them? For example, crass and sassy humor may not resonate with Baby Boomers, but may create a connection with Millennials and Gen Z’ers.
Make a decision up-front how often you’ll curse (if at all), use emojis and GIFs, incorporate sarcasm, and any other elements that will make your voice unique.
2. Go All-In and Be Consistent
Once you’ve established your unique brand voice and the personality that goes with it, the key is to infuse it in everything. That means if you’ve decided your brand’s personality is playful, sassy, and sarcastic, that’s the voice you will use on everything from your website, social media, and marketing materials.
This isn’t to say your personality can’t ever change at some point. There will always be small pivots as your brand grows and develops - but it should never be a complete overhaul. Even when MailChimp rebranded, they kept the same playful, lets-have-fun-with-marketing personality they’ve always been known for.
After your brand personality is set in stone, take some time to review all your social media posts, website pages, and marketing materials to make sure you are staying consistent across all your channels. This way, not only will you look more professional, but your audience will begin to recognize you and, hopefully, fall in love with your brand.
3. Be Unapologetic
The last thing I want to say here is that sticking to your brand personality can often be more difficult than you think. As you begin to truly develop a unique voice, you may get scared of alienating potential customers.
Instead of thinking this way, just rephrase your mindset to think about how you’ll better connect with your ideal customers. You might be attracting lots of different kinds of people now - many of them not even interested in purchasing from you - but once you establish (and stick to) your personality, you’ll get more of the people who will boost your sales.
So go all in and don’t apologize for it. Live your brand’s truth and don’t listen to the haters. If everyone likes you, you’re not there yet. Once you get to the point where people hate you (or, at least, don’t think you’re the brand for them), you know you also have just as many - if not more - people who love your brand.
Author bio: Ashley Hoffman is a freelance digital marketer, writer, cat mom, and Seattle-based coffee snob. She recently started her business helping creative women-owned businesses find their voice, tell their story, and connect with their customers. When she's not helping fellow girl bosses tell their story, she's listening to podcasts, reading, working on her novel, and co-leading a meetup group in Seattle. She spent a few months living in England and, since her return, wishes America would make afternoon tea a "thing." You can follow Ashley on Twitter and Instagram at @ashhmarketing. Website.