{"id":30897,"date":"2016-07-14T14:21:12","date_gmt":"2016-07-14T14:21:12","guid":{"rendered":"https:\/\/brandignitybeta.com\/demo\/brandlatest\/2016\/07\/14\/brand-personality-online-footprint\/"},"modified":"2016-07-14T14:21:12","modified_gmt":"2016-07-14T14:21:12","slug":"brand-personality-online-footprint","status":"publish","type":"post","link":"http:\/\/brandignitybeta.com\/demo\/brandlatest\/brand-personality-online-footprint\/","title":{"rendered":"Does your Brand Personality Reflect in your Online Footprint?"},"content":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-12913\" src=\"http:\/\/www.brandignity.com\/wp-content\/uploads\/2016\/07\/branding-and-personality.jpg\" alt=\"Branding &amp; Personality\" width=\"849\" height=\"564\" \/><\/p>\n<p>A few years ago, I was a part of a team tasked with creating a website. The client already had a well-entrenched presence in his domain and his aim in getting a website built was to jump aboard the internet train. He wasn\u2019t really very serious about getting business online, he was already getting a truckload of sales from the traditional sales funnel. His instructions \u2013 \u201cThe website should look good\u201d.<\/p>\n<p>&nbsp;<\/p>\n<p>We tried to do our bit to get an idea about the client\u2019s brand positioning, messaging and his website \u201cgoals\u201d; but all we could get out of him were the words, \u201c cool, trendy, eye-catching\u201d and more along the same lines. Well, we ran with his instructions and came up with a website that was as cool as cool can be. The client was happy. But there was just one small problem which became bigger and bigger as time went by- the website wasn\u2019t aligned with the client\u2019s existing brand personality or positioning. It existed in a vacuum. Instead of acting as a growth hacker, it started interfering with the brand\u2019s growth and ultimately, the client pulled the plug on the website.<\/p>\n<p>&nbsp;<\/p>\n<p>This incident was a learning exercise. I realized, come what may, a client\u2019s online footprint must be a deep reflection of his brand\u2019s personality. \u00a0This <a href=\"http:\/\/www.huffingtonpost.com\/entry\/video-marketing-and-brand_b_10362106.html?section=india\">Mauro Perrella interview<\/a> is a must read on the importance of strategic web promotion of brands. The problem is many a times, the strategic aspect of web promotion is thrown out of the window.<\/p>\n<p>&nbsp;<\/p>\n<h2>Identifying Traits<\/h2>\n<hr \/>\n<p>The first thing you must do is zero in on the traits that define your brand\u2019s personality. More often than not, the brand\u2019s personality is an extension of its product\u2019s inherent qualities or matches the character traits of its owners or the target audience it is catering to. For e.g. Coca Cola\u2019s traits are fun, playful, creative and sociable amongst others. You can see these traits reflected in the brand\u2019s messaging across diverse media including online and traditional offline media like OOH etc.<\/p>\n<p>&nbsp;<\/p>\n<p>Here\u2019s a nice little <a href=\"http:\/\/www.bigbrandsystem.com\/uncover-your-brand-personality-quiz\/\">free worksheet<\/a> that will help uncover your brand\u2019s personality.<\/p>\n<p>&nbsp;<\/p>\n<p>Once, you identify your key brand traits, pick those, which you think can be a part of your core messaging and run with them. \u00a0For e.g. if you think humor can do the trick for your brand, make sure your brand\u2019s messaging, has a touch of humor to the proceedings. \u00a0There are plenty of brands who\u2019re using <a href=\"http:\/\/www.inc.com\/guides\/2010\/12\/how-to-use-humor-in-advertising.html\">humor in advertising<\/a> to amplify engagement.<\/p>\n<p>&nbsp;<\/p>\n<p>Remember, identifying traits is just the beginning of your efforts to leverage your brand\u2019s personality to improve visibility and audience engagement.<\/p>\n<p>&nbsp;<\/p>\n<h2><strong>Unified Messaging<\/strong><\/h2>\n<hr \/>\n<p>Think about it for a second. You are using humor to <a href=\"http:\/\/www.bluesodapromo.com\/blog\/funny-brands-social-media\/\">boost brand engagement<\/a> on Twitter, but this isn\u2019t replicated on your Facebook page, or your OOH banner ads. The problem here is of consistency. You need to ensure your message is consistent across all the channels you are using. Otherwise your target audience will not get your messaging at all, which leads to dissonance and which will definitely impact brand growth.<\/p>\n<p>&nbsp;<\/p>\n<p>So how do you go about incorporating traits in your messaging?<\/p>\n<p>&nbsp;<\/p>\n<h3><strong>Pick the Right Trait<\/strong><\/h3>\n<p>&nbsp;<\/p>\n<p>It\u2019s a question of practicality. You might want your messaging to be fun, but what if you are in a niche that isn\u2019t geared towards fun. So, say you are selling an IT security appliance. This is serious business and funny branding will just kill your brand before its starts walking.<\/p>\n<p>&nbsp;<\/p>\n<p>So, be pretty sure the trait you picked is going to work for your domain; if you\u2019ve doubts make doubly sure that picking a particular trait is going to be an asset and not a liability.<\/p>\n<p>&nbsp;<\/p>\n<h3><strong>Pick a Trait that Seamlessly Translates into Appropriate Messaging<\/strong><\/h3>\n<p>&nbsp;<\/p>\n<p>You pick the right trait, but find it difficult to create the kind of messaging that reflects the trait. Let\u2019s just go back to humor; you must be aware that it\u2019s difficult to make people laugh. It\u2019s one of the most difficult jobs on Earth, and you need people with a great sense of humor and a fantastic grip over humor as a medium if you are to make the most of it in your messaging.<\/p>\n<p>&nbsp;<\/p>\n<p>If you think that\u2019s not going to happen, pick another trait that runs along similar lines and make the most of it.<\/p>\n<p>&nbsp;<\/p>\n<h3><strong>Comfort is Paramount<\/strong><\/h3>\n<p>&nbsp;<\/p>\n<p>This is an extension of our earlier point. Say you add a touch of humor to brand messaging, but find it difficult to do so time and again. What\u2019s more it\u2019s turning into an expensive proposition, something that you cannot continue investing in? This is why it\u2019s imperative you run with a trait that fits like second skin and which you are comfortable with. You don\u2019t want to end up in a situation wherein you actually need to change your brand messaging just because you are finding it difficult to infuse your online footprint with the chosen trait.<\/p>\n<p>&nbsp;<\/p>\n<h3><strong>Be Ready to Recalibrate<\/strong><\/h3>\n<p>&nbsp;<\/p>\n<p>I am sure there are plenty of experts who\u2019ll say you need get your brand messaging right because it\u2019s for keeps. True enough, but that\u2019s only if you get it right from the word go. What if your trait oriented messaging isn\u2019t delivering the results you are looking for. Do you keep going at it till kingdom come? Of course you can\u2019t. You have to revisit the messaging, recalibrate it and change it. There are plenty of businesses out there who\u2019ve gone through a <a href=\"https:\/\/blog.kissmetrics.com\/rebranding\/\">re-branding process<\/a> and come out on top.<\/p>\n<p>&nbsp;<\/p>\n<h2><strong>To Conclude<\/strong><\/h2>\n<hr \/>\n<p>Yes, your brand personality must follow your online footprint, but it\u2019s important that you do this with a clear purpose in mind and not because everybody else is doing it. You need to identify the trait or set of traits that will stand the test of time and only then make sure your brand and its messaging reflects these traits. Also, don\u2019t fall in love with your messaging. If you think it\u2019s not delivering ROI, be ready to change it. It won\u2019t be easy but you\u2019ll need to do it all the same. After all, your business and its profitability, is paramount. Everything else is secondary.<\/p>\n<p>&nbsp;<\/p>\n<p><strong>Bio:<\/strong><\/p>\n<p>Aigars is CEO and founder of Colorlib, a company that develops website templates, WordPress themes and is behind several best-selling products. He has been in the web development for 3 and internet marketing for 7+ years and that\u2019s just the beginning.<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>A few years ago, I was a part of a team tasked with creating a website. The client already had a well-entrenched presence in his domain and his aim in getting a website built was to jump aboard the internet train. He wasn\u2019t really very serious about getting business online, [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[16233],"tags":[16887,15560,16888],"class_list":["post-30897","post","type-post","status-publish","format-standard","hentry","category-branding","tag-brand-personality","tag-branding","tag-digital-footprint"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Does your Brand Personality Reflect in your Online Footprint? - Brandignity<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"http:\/\/brandignitybeta.com\/demo\/brandlatest\/brand-personality-online-footprint\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Does your Brand Personality Reflect in your Online Footprint? - Brandignity\" \/>\n<meta property=\"og:description\" content=\"A few years ago, I was a part of a team tasked with creating a website. 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