Making your brand personable

People are drawn to social media because of the opportunity to interact with other people from afar. It also maintains connections for those we do know.

The same method of thinking and approach can apply for a business.

Creating a personality for your company, business, organization or brand lets people see the human element to a business and not just the industry lingo you find on websites. Social media gives brands a chance to showcase emotion, creativity, humor and compassion. I believe it was Simon Sinek, a well-regarded public speaker, who once said people more often buy from companies because of what they do and not what they offer. The element of why a company does it is also important to note.

Establishing a strong brand personality is even more important for the nonprofit sector, but does still work for brands such as big-box companies. One way to think of it is why does your company exist?

From the big-box store perspective, lets take a look at Home Depot.

Home Depot's slogan is "How Doers Get More Done." The slogan focuses on the customers who want to do projects themselves. For example, I just built a patio at my house. I went to Home Depot for most of my supplies for the project. I did so because one I knew they had the supplies I'd need. But, more importantly, they offer tools to help me understand my project, how to do it and what I needed in order to do it.

Home Depot's brand personality focuses on the DIY worker, connecting with a person who wants to do a home improvement project. That connection builds a relationship and a trust, two key elements in any B2C connection.

Home Depot's reason for business? To help people with their home improvement projects.

Lets take a look at a nonprofit example.

May is, among many recognitions, Mental Health Awareness Month. For nonprofits who specialize in creating awareness and hosting fundraisers to aid in mental health treatments, May is a key opportunity to connect with people who may be struggling with mental health or know someone who is. This is where establishing a strong brand personality is vital in this example.

For a nonprofit that specializes in mental health, ways to connect with people include producing testimonials from people who have utilized their services or care and improved their mental health. People want to connect with people. And even though a brand isn't a person, per se, making it sympathetic and compassionate builds trust.

When brainstorming for your business or trying to create a brand personality, put yourself in the person's place and think of how you want them to view your brand. The brand personality should be authentic, unique, engaging, and inviting. Those are important qualities in building a relationship with any individual. The same holds true with a business.