Important Brand Personalities All Companies Should Foster

We love to feel personally connected to what we're consuming. As advertisers and marketers, it is our duty to create an atmosphere of inclusiveness between our audience and our brand. We want to create an everlasting brand feeling that people recognize and associate with our business. It all starts with authenticity and responsiveness with consumers.

In a study by Sprout Social in 2017, researchers found that consumers positively respond most to responsiveness from brands. That means, responding to questions or comments on your content, engaging with followers by liking or commenting on their content, or doing contest giveaways with followers.

Consumers appreciate the extra effort that companies take to personally reach out to them because we all love feeling special, right? Right.

On top of being able to immediately connect with consumers, social media allows companies to create communities with their followers. We are given the tools to have computer mediated communication (CMC) and foster relationships with consumers - something that would be unheard of a decade ago. Social media provides consumers with a specific type of immediacy that they may not otherwise get through other platforms.

In the same study by Sprout Social, they said that, "Brand personality is what connects your products to its consumers." Consumers reported that they prefer to see the honest side of companies more than anything.

Companies are able to gain trust with their consumers when they are authentic, and one of the easiest strategies for this is to be transparent with your consumers on social. Creating an authentic and honest brand personality on social is something that all companies can achieve (and should achieve).

Advertisers and marketers need to take advantage of the relationship-building platform that social media provides. There is beauty in fostering a community and creating authenticity around your brand because not only does that establish trust between the company and consumer, but it also means more revenue.

Moral of the story? Just be yourself on social (but maybe a little less dog obsessed and a little more timely).


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What the Internet Is Doing As You Read This Post

Consider this; It will take you about a minute to read this post. During those 60 seconds, the Internet is abuzz. 

In a single minute;

• Facebook users share 684,000 bits of content
• YouTube users upload 48 hours of new video
• Twitter users send more than 100,000 tweets
• Google receives over 2 million search queries
• Apple receives around 47,000 application downloads
• Email users send more than 204 million messages
• Mobile Web receives 217 new users
• Consumers spend $272,000 on Web shopping
• Tumblr blog owners publish 27,000 new posts
• Instagram users share 3,600 new photos
• Flickr users add 3,125 new photos
• Foursquare users perform 2,000 check-ins
• WordPress users publish close to 350 new blog posts
• Brands receive more than 34,000 Facebook "likes"

Check out this great infographic from Domo. The numbers for most of these Internet outlets are growing every day. Other outlets may not even exist to make such a list in the future. It's incredible to ponder what this infographic might look like next year, in a decade, in a generation.

 

What can't be argued is that data - in one form or another - has become omnipresent. And the sheer volume of that data is only growing, minute-by-minute.

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