Are You Leaving Out This Key Component in Your Marketing Message

by Michelle Salater on December 21, 2009

Recently, we had a video created for our company by the lovely crew at Docent Prodigy. During our brainstorming session, I was faced with a tough decision: put on my business hat and sound super professional, or let my company’s brand personality shine. I feared that if we made the video “all fun,” then clients would see us as juvenile and silly. My intuition told me to play it by ear, be ourselves, and not script it. My fear told me that no one would want to work with a company who would not take their business seriously.

When the day to film arrived, I had made the decision to not work off a script. Instead, we were ourselves and spoke about the benefits we provide our clients and how we work. It was the perfect mix of play and professionalism. We were simply who we are: a highly creative and energetic team with a passion for helping our clients achieve their goals and objectives.

This dilemma of being too serious in my marketing message is something I’ve been struggling with. A few weeks ago, I wrote a blog post confessing my lack of personality in my blog posts. I spoke of the power of story. The stories that are compelling–that touch the reader on an emotional level–are the ones that people remember and talk about. A good story will keep people coming back for more.

We live in an age of disconnect. The Internet has significantly cut face-to-face time with others and altered how we communicate. But the one thing that hasn’t changed is our need to connect with others. No matter the marketing platform–whether a website or blog, Facebook post or video–you should celebrate and share your brand personality and story in your marketing message. It is your brand personality that connects prospects with your company. Clients and prospects want to feel a sense of belonging, as if they are part of the story. They feel privileged to gain an insight into who you are and why you do what you do. And your brand story is what gets people talking about your brand and keeps clients coming back.

Your brand personality should shine through in all you do. It’s what makes you unique and what sets you apart. No one is you, and no one can be you. To state it more articulately, my coach once told me, “You are a gift, and you have a gift. Use your personality and your talent to your advantage.”

Now that we’ve established why showcasing your brand personality is a key factor in growing your business, what can you do–right now–to inject some personality into your marketing message.

Here are three simple things you can do today to let your brand personality shine:

  1. Let your hair down and loosen up. No one likes boring and uptight. If you’re unsure, write out a list of popular businesses you love that bore you. Chances are, you won’t come up with one name. I’m not suggesting you let your personality explode all over the place–simply allow your personality to permeate your marketing copy. There’s a time and a place for how you portray your personality and how much of it you portray. Use your best judgment. Don’t overdo it, but don’t hide it under a rigid facade.
  2. If you are stuck, talk about what goes on behind the scenes. Bringing the office into the mix is a way to bring customers into the everyday workings of your business. This transparency helps customers trust you and feel as though they know you. Prospects like what they know about you and they trust you. You make them feel a certain way–something they want to feel more of. Whether your brand message is comforting, exciting, funny, elegant, or inspiring, it connects to your prospects on an emotional level, which allows them to perceive your business in a certain way.
  3. Review your marketing materials. Are they boring or generic? If so, it’s time to revise and revamp your marketing materials. Add some life to your copy. Who are you, and how will customers benefit from who you are? We all have personalities and that’s what draws certain people to us. Use it to your advantage.

If you like this post, you might also like:

  1. Does Your Marketing Message Create a Compelling Story?
  2. Are You Neglecting Your Strongest Sales Tool?
  3. The Evolution of a Brand Message: A Picture Story
  4. 10 Questions to Ask Yourself before Hiring a Copywriter
  5. Four Common Mistakes Businesses Make with Their Web Copy

{ 2 comments… read them below or add one }

Doug Stewart December 22, 2009 at 10:42 am

So many of us are taught to play it safe. Don’t look silly. Be more professional. I applaud your courage to have a little fun in your video. I applaud your courage to stand out from the crowd and be yourself. If you aren’t shining your light, who will? Let your soul shine through in your business too. How else are we going to recognize the best business for us in a crowd of “timid souls who know neither victory nor defeat.” Be bold!

Michelle Salater January 4, 2010 at 6:34 pm

Thanks, Doug. I think you are correct in that we are taught to play it safe. This goes against what it means to be an entrepreneur. I love taking risks when it makes sense. Deciding to be ourselves was a gut instinct and a bit of a risk.

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