A brand persona is the social role or character your brand plays. Does your brand have a (formally) defined persona? Before I even ask if your audience gets your brand persona, let me ask this … Does your entire company get your brand persona? And most importantly, does your social marketing person or team thoroughly understand the brand’s persona? The social manager needs to live the brand persona more than anyone else in your entire organization. Your brand’s social presence must be a total reflection and reinforcement of the brand persona.
I always knew the great importance of an established and solid brand persona, but it really hit home this past week … My son and I were watching the TV show “The Voice” (a guilty pleasure for both of us). The show was eliminating two contestants. There were eight singers from the previous days sing off and the three with the least votes from the television audience were in jeopardy. On the night we were watching, one contestant would be saved and continue in the competition. The show’s host asked the viewing audience to tweet “#thevoicesaveyourchoice“ within the next three-minute period and the contestant generating the most tweets would continue in the competition. Both my son and I thought one contestant should be the obvious one to be saved. I said Max, “Why don’t you tweet to save Matthew?” He said he agreed but that he did not want that on his tweeter stream. The indirect point he was making was that tweeting something in reference to The Voice was an infringement on the persona he wanted to portray on his social presence. In fact, I felt the same way. That is why I did not tweet a “#thevoicesaveMatthew” because it did not support my musical persona. (As I said, The Voice is a guilty pleasure.)
Subconsciously, both my son and I were totally tuned into our individual brand persona in our social presence. Not that we actually took time to think about “marketing” and “branding” when it came to ourselves. It was just a natural reaction. But we instinctively knew what type of postings support and deviate from the social presence and persona we wanted to portray.
Now let me ask you a question. How close does your brand’s social person or team produce a reflection of your brand’s persona on social channels? Every post, every engagement, every exchange in your brand’s social presence must fit your brand persona. Your social manager needs to be as sensitive as that teenager who worries what everyone will think of his/her post. The social manager needs to stop for a second before every social exchange and ask, “Does this reflect the personality and voice of our brand.”
While I recognize that what I am saying here may not be new to you, I am challenging you to make sure you REALLY execute.
1) Have a formal brand persona defined and distributed to everyone in your company.
2) Reinforce to everyone that if you are to get your target audience emotionally attached to your brand, the company as a whole must act and present itself in one unified personality and persona.
3) Train your social manager. Make sure he/she completely understands the brand position, personality, voice, values, and persona. Test the social manager from time to time to make sure they represent your brand presence 100% correctly.
4) Listen to your audience and insure your brand persona resonates and appeals with them. Make modifications to optimize the intersection of your brand position and your target audiences wants, needs, desires, and motivations.
Strengthen your product/service with an outstanding persona that creates an awesome extension of the brand user experience.
Make It Happen,