Why we need to find your brand’s personality.
We’ve all heard and dealt with a brand’s tone of voice. How we say one thing, and rather don’t say another thing. How we preferably use these kind of words, instead of those other. In many cases, the same guidelines counted for most brands. But now social media are the place where brands hang out, a brand’s personality gets amplified and needs more care than ever before.
written by Tom | July 17 2018
Get your message to your tribe.
Yes, social media has become something all companies feel they need to ‘do something with’. But most of them don’t see the benefits. Because it used to be a type of marketing that was dominated by millennial brands that find it a suiting channel to get their message to their tribe. At the same time, the majority of brands (mostly not the fancy-pantsy cool brands) have great issues with portraying an image that simply doesn’t match. And yes, they have a point.
If you’re a cycling clothing start-up in Ghent, sure you’ll adore Facebook and Instagram. If you’re a company making industrial lubricants in Charleroi, then you might have other intentions and priorities. Should they adapt and turn into cool, millennial-savvy brands? Or should they stick to their own personality?
We believe that creating content that connects with people on a ‘people-way’ will get the job done.Tom Struyf
Be the people.
Here at Gaga, we focus on finding that brand personality during our Brand Totem workshops. It’s an essential step toward meaningful communication on social media. It helps us understanding the brand, their heritage and ambitions, to determine a social media strategy that is familiar with the brand’s personality. It also helps our client cope with reality and take action to transform social media channels into a succes story.
Succes doesn’t mean investing in expensive campaigns, topnotch graphics and 8K videos.
We believe that creating content that connects with people on a ‘people-way’ will get the job done. As human beings, we don’t like other people that try to be something they are not. So would you engage with a brand that does exactly that? This is one of the biggest challenges and responsibilities of the Community Manager. Showing how honest content, with a touch of humor, will make the difference.
Don’t worry too much about the consequences, and try to grow on social media.Gaga
Hail to the Conversation Manager.
“And whilst you go crazy, they’re stealing your handbag or mobile. Avoid this version of this summer’s hit song.”
One great example is the Spanish National Police on Twitter. It has more followers than the FBI. It’s the great work of their Community Manager to create content that connects with people. Humour is an important factor. “If you’re a granny and you go to a disco, there is no point in trying to be the DJ because you will just fail. If however, you focus on accepting yourself for you who you are then people will love that you have turned up to the party”.
Fact is that it takes some courage to do this. But we shouldn’t get too tangled up with the technical side of this. Instead we should look at the core message an dare to take that risk. Don’t worry too much about the consequences, and try to grow on social media. It will result in channels that are filled with real content. Or do you want your brand to be the mayor of a page that has the looks of a ghost town?
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