IT’S TIME TO GET PERSONAL… and think about your brand personality.
Your potential idea clients are more likely to choose YOU if your brand personality is similar to their own.
This means that you need to really think about, create + hone your brand personality.
Your brand personality is made up of a few different things:
1. your brand words (the adjectives you use to describe your brand)
e.g. “I’m not a regular mom, I’m a cool mom”
Your brand words are adjectives that you believe sum up your brand identity (or that you want to sum up your brand identity).
In doing this, you are really trying to capture your brand’s personality. Think about a friend’s personality – in knowing what sort of personality they have, you have expectations of how they will act, behave, speak and appear.
We think the same of brands.
So think about what sort of adjectives you want your brand to be associated with – do you want it to be welcoming, approachable, fun, sassy, serious?
For this, you also want to think of things through your ideal client’s eyes – how do you want them to feel when they think about you and your brand?
2. your brand voice and tone (how you speak (or write!) to your ideal clients)
e.g. “Hi guys! What’s up?!” vs. “Hello, everyone. Welcome.”
Your brand voice should be distinctive (recognisable), and consistent across every aspect of your brand. Your brand tone is represented by the expression and the emotions of your brand voice – and this should change depending on the situation.
For example, if you were speaking to a new client your tone might be upbeat, welcoming and excited. But if you were responding to something quickly, something that was quite serious, your tone might change to be brief, clear and careful.
So what sort of voice do you want to have? Do you want to have a serious, edging on corporate-talk style of voice? Or do you want to have a more relaxed, friendly style?
This brand voice will relate to your brand words so look at the words you’ve chosen and see what this would mean for your brand voice.
Think about your brand tone – how do you want to come across to new clients and prospects? How do you want to come across in a serious situation?
3. your brand language
e.g. “I’m a copywriter” vs. “I write words that sell” vs. “I help you with your messaging”
In terms of brand language, we are talking about the things that helps define your brand and sets your brand apart from all the others.
If our brand language is the words that we use, we want to make sure that those words are going to resonate with our ideal clients. To help ensure this, we want to use the same sort of words that they use!
How can you do this? Do some research. Look in facebook groups and forums, poll your audiences on instagram, look at the reviews of similar services (look at other people similar to your’s testimonials) – look at and note down the phrases and words your ideal clients use when talking about the problems you are helping them to solve or the services you are offering.
This means you can use those same words and phrases in your copy…which means your ideal client will click with you more because you are SPEAKING THEIR LANGUAGE.
Diving into these 3 aspects and creating your brand personality is KEY if you want to actually brand yourself and your business.
Not only will having a clear personality allow you to build your profile as the go-to [enter what you do here], but it will also ensure that you are speaking to and attracting the exact sort of clients you want to be working with (aka your DREAM clients).
Pretty snazzy, huh?
In Episode 15 of The Copy Coach podcast, I talk you through the 3 aspects mentioned above + dig into how you can actually go about creating your brand personality.
Behind the scenes in the atelier, copy tips, business motivation and other things we like (warning: memes and gifs are our love language).
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The Copy Atelier is a boutique copywriting and marketing agency for business owners and CEOs that specializes in pairing conversion copywriting with high-impact strategy for maximum results. Based in Edinburgh, Scotland, and available worldwide.
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