Your business’s personality should be memorable, authentic, and identifiable.
Every person has their own unique personality. It’s what makes us who we are. The same goes for businesses. Every business has its own unique personality. And, the vibe your business’s personality gives off can attract (and retain) loyal customers.
If you want to connect with your customers, you need to show them who you really are … through your business’s personality. Stuck in a rut when it comes to finding your business’s personality? Start here.
Developing Your Business’s Personality
Your business’s personality can make or break your success. It represents who you are as a company and impacts the public’s perception of you. Not to mention, it can make you stand out in a group of competitors and draw customers in.
A “good” business personality resonates with people. It should be:
- Transparent (81% of consumers said that they need to be able to trust a brand to buy from them)
It’s no secret that consumers attach themselves to brands. Us consumers have very strong and personal gut reactions to brands. Heck, we all have our favorite brands. Why? Because we trust them. We relate to them. We treasure their special personality and authenticity.
To develop a successful and unique business personality, your business’s persona has to match in every aspect of your business. Aka, your mission, brand, culture, product/service, etc. If you want a personality that your customers can relate to, start with the five tips below.
1. Know Your Audience
How well do you really know your audience? For your business’s personality to shine, you need to know who you’re talking and marketing to.
If you haven’t already, narrow down exactly who your target audience is. Or if you have, maybe revisit it to ensure you’re targeting the right people. To do this, you can:
- Conduct surveys
- Create buyer personas
- Use metrics and analytics
- Monitor social media activity
- Ask your customers for feedback
- Analyze your current customers
- Conduct a market analysis
Use your research to help craft your business’s personality. For example, if you find that your target audience is young adults ages 18 – 35, you may want to use language, phrases, and slang words that they’re familiar with in your content and marketing.
Once you have a good understanding of who your customers are, you can begin developing or tweaking your personality to better align with them.
2. Narrow Down Your Voice And Tone
The last thing you want to do is use a silly tone when talking to a group of business professionals. Likewise, you don’t want to use a serious tone if you’re trying to relate to a younger generation. To develop your business’s personality, you have to perfect your voice and tone … and keep it cohesive.
Your business’s personality can truly shine if you choose the right tone and voice. Think back to your audience (if needed, go back to Tip #1). Ask yourself what kind of tone and voice they would like to hear and see. Funny? Professional? Casual?
3. Tell A Story
Everyone loves a good story, right? Of course they do. And, every business has a story behind it, correct? Right. To give your business’s personality a boost, tell your story.
Storytelling in business is a surefire way to get you noticed by your target audience and make connections with customers. And depending on what you have to say, storytelling can get consumers to relate to you and your business on a more personal level.
Don’t be afraid to showcase your startup story if it isn’t glamorous. News flash—the majority of small businesses’ stories aren’t pretty. I know mine wasn’t…
When I started my accounting software and payroll company, Patriot Software, we had no heat, no air-conditioning, and floors that would flood. Oh, and did I mention we started in the basement of a factory?
Was this glamorous? Definitely not. But did it shape my business into the strong company it is today? Absolutely.
Sharing your story shows your target audience that you have nothing to hide. So, share it wherever and whenever you can.
4. Stick To Brand Guidelines
Another way to showcase your business’s personality is by creating and sticking to a brand bible. Your brand bible is your business’s guidelines and style guide for things like colors, font, voice, and visuals.
Your guidelines keep your business personality consistent and ensure you sound and look like the same company in absolutely every aspect of business.
After you narrow down your business’s personality, establish a brand bible to use and refer to when you’re generating content and creating ads. Essentially, your brand guidelines should be one big book of your business’s personality.
If you find your business’s personality evolving over time (which a lot of companies do), update your brand guidelines to reflect the changes. And, don’t forget to give a copy to your employees to ensure they can stick to the guidelines, too.
5. Keep Things Consistent
Last but certainly not least, if you want customers to recognize and relate to your business, keep your business’s personality consistent.
Your business’s personality should be consistent (aka with the same colors, tone, voice, etc.) in the following places:
- Your website
- Social media pages
- Marketing materials
- Email campaigns
- Mission statement
A business image that’s constantly changing makes it uber difficult for customers to keep up and know your business. So, keep things as consistent as possible to avoid any confusion.