file 26 MB
12 years delivering excellence
Join a global community
Toolkits, content & more
We're going to have a look at the importance of brand personality through your content marketing.
Are you friendly? Are you approachable? Are you warm? Or are you more formal and a little bit cold? This will be determined by your brand objectives and by the type of business that you are.
What's appropriate for your individual industry?
Are you upbeat? Are you endlessly optimistic? Or are you a little bit more real and hard-hitting? Consider what your business proposition is and what your consumers are going to respond and resonate with. And lastly, what style do you come across in?
In terms of your imagery and your video style, are you slick and are you dark? Are you too cool? Or are you very fun and upbeat and bright and colorful? Think about the brands Coca-Cola versus Mercedes-Benz. Two very different brands in terms of their look, their feel, their tone of voice, and their style.
Why is it important for you to have personality in your brand?
Here's an example of great brand personality that's been focused through content marketing.
Old Spice, the men's deodorant and aftershave brand have a really unique tone of voice. They have a Twitter following of over 215,000 Twitter followers, making them one of the most followed personal care brands on the planet. Their personality centers around three key pillars. One is humor. They don't take themselves too seriously. They use a really quirky style in terms of their content, they speak their minds, and they're very honest about their approach.
As you can see from this, they don't feel the need to conform with their competitors' view on elite performance or male masculinity. They're here to have a bit of fun. And lastly, they're quite provocative. A lot of personal care brands try to paint the picture of increasing attraction or desire with use. With their particular execution, they use the Old Spice guy, who's a bit quirky, a bit funny, and elicits the emotional response of laughter and humor.
Again, they're shattering the norms and they're not conforming to what the industry expects them to do. And they have a very unique personality that offers them a USP within the market. Roughly, elements of your personality can be themed into three overall categories.
There's the functional. This is the less emotive side of your brand, very much around the educational story of the why you're selling.
It also talks about what your service offering is and potentially your products.
Then we get into the emotional side. This is the part that really resonates with people. It's the humor, the passion points, the interest sets. What makes you exciting? What makes you relevant? What makes you funny?
And what makes you ultimately relatable?
This is the call-to-action piece that we talked about previously. Where you're located, what your price points are, your availability, and your distribution, and how consumers can actually engage with you thereafter. Your personality is defined by how hard or how soft you go in these particular areas, how forceful you are with your messaging, and also, what element plays the biggest role.
For some brands like Dove, for example, emotion is everything. However, if you were working in a small solicitor, functionality and essential information may be more important to you than the emotive aspect of what you're actually marketing.Back to Top
Please note that the module slides are designed to work in collaboration with the module transcript document. It is recommended that you use both resources simultaneously.
Creative Director at Teneo PSG Digital
The following pieces of content from the Digital Marketing Institute's Membership Library have been chosen to offer additional material that you might find interesting or insightful. While relevant to this module, you will not be assessed on this content.
You can find more information and content like this on the Digital Marketing Institute's Membership Library
ABOUT THIS DIGITAL MARKETING MODULE
This module begins by introducing the fundamental principles of content marketing to enable you to align content effectively with the Buyer’s Journey. It explores the knowledge and skills required to plan and execute a content marketing strategy in a persona-oriented, data-driven way. It also covers content creation, content curation, and how to extend the value of content using scheduling tools and promotion methods. The module concludes by examining the key metrics and tools for measuring the performance of a content marketing strategy.