What’s Your Brand’s Personality?
This may seem like a simple question, but it’s something a lot of brands struggle with because a brand personality needs to be conveyed in a sincere, authentic and consistent way.
I started thinking about this topic more and more recently when analyzing why I was gravitating toward particular brands. I find that I, like a lot of consumers, can easily see through brands’ promotional attempts at having a personality, and I’m constantly faced with brands that do what they ‘think’ displays a personality through social media posts. We’ve all seen the posts with funny videos or current events, but if there isn’t a strategy behind what the brand really is about these efforts will fall short. The brand that made me really look into this — and in my opinion is knocking it out of the park — is Warby Parker. This New York-based company is changing the eyewear industry through its “…rebellious spirit and lofty objective: to create boutique-quality, classically crafted eyewear at a revolutionary price point.”
When I asked myself, “why do you actively follow and engage with Warby Parker on social media?,” I realized it is the uniqueness and overall persona portrayed as if Warby Parker is a single person rather than a whole company. Warby Parker expresses a personality that is based on excitement, something I’m drawn to along with thousands of others. Through social media, marketing campaigns, etc. they convey a team and brand that is carefree, spirited and youthful. For example, they share outrageous pictures of them having team costume days, which exemplifies their lighthearted nature and makes the brand appear more human.
Another key component to being successful is being consistent. One-off social posts won’t create lasting relationships. Consumers want to feel connected to a brand as an actual friend. Consistency allows you to stay engaged and keep them curious about what you are up to, where you’ve been, and what’s new in your world… just like they would any other friend on social media.
There were many business functions of Warby Parker that immediately got me hooked such as price, unique offerings and great customer server, but it’s been the personality that keeps me engaged and seeking out what new things they are doing after my initial purchase. Even their job postings page illustrates their personality. I’ll admit that I became a big fan when I saw that last Halloween they decorated their conference room after a “kill room” from the Showtime show Dexter, one of my favorites. This is just one example how visibly showing your personality can resonate with your audience and connect them in a way that just pushing out new products never will. Also, did I mention their Buy a Pair, Give a Pair program that gives a pair of glasses to someone in need with each purchase of a pair. This gives them extra Zenzi kudos!
I love hearing about other companies that are hitting home runs, so please share!