Brand Character

     In today's world, we are bombarded by hundreds of brands and advertisements every minute. This can become very obnoxious, and I believe we as consumers have become numb to the constant presence around us. I know I have stopped noticing the brands around me unless I am directly interacting with them. I know some people may disagree with this and suggest that even if you don't directly notice them, they will still have an impact on you subconsciously. While this may be true, I believe brands should be creating a character and image for the consumers to identify with and engage. The main issue is that this simple solution is not easy to accomplish. A brand must spend time developing this character and presence and ensure that it is reinforced through every engagement they have with the customer from social to service to advertising. How can you possibly try to accomplish this?

     To do this, I want to hit on two main areas message and social media. I know there are many other aspects to a Brand Character/Image, but I want to focus on these two areas first. for the message, you must start early and dedicate yourself to ensuring the survival of the brand. You must first have a picture of what your brand is. Not a physical picture, but a mental picture of what you want the brand to be to your customers. How would this character interact with customers: tone, language, detail, and point of view. Once you have this aspect cleared up, you must write it down to ensure that the image is kept throughout all types of communication and channels. 

     This message is the context with how you will communicate with customers, but the next area I want to focus on is the channel of Social Media. I believe the easiest way to spread and enforce your Brand Character is through Social Media. This gives the consumer an inside view of your brand. The consumer can engage with the brand beyond just the main interaction or exchange of services. When I think of channels within Social Media that help brands truly express themselves, I think of Twitter, Instagram, and Pinterest. These channels may not be for every brand, but if they are used correctly, they can be a huge benefit to the company. Twitter allows the brand to express their tone and personality directly to customers who want to engage with them. As long as the brand's personality is focused on contributing to the conversation in a way that is not obnoxious

and provides benefits to the followers, they will see huge success. Starbucks has been doing a great job of this, and it shows in the number of followers and tweets that express the brand. Instagram is another great way for companies to express their personality. This channel provides a way for brands to give consumers and insight into how the brand sees the world and what the brand enjoys. Red Bull has done a great job using Instagram to allow  customers to feel the energy and excitement of the brand. Finally, we will look at Pinterest. This channel

can be used in many different ways. It can promote different ideas and interests that the company has. It can curate content that customers would be interested in or engage other users in the pins and boards they are making. A great company on Pinterest is These platforms are not meant to be used to push customers to buy product, but more of a channel to show your brand character. Definitely use it to occasionally give calls to action, but the main point of each channel should not be about sales. It should be about curating a brand image that lasts and is executed throughout channels where customers are.