Uhhh ohhhh….. I just posted this picture as a cover image on my Facebook brand page. Am I allowed to do that? All the experts tell me to stay focused – to make sure my brand sends out a consistent message at all times.

sad bunny brand persona imageBut that is really sad, isn’t it?

 

There is another expert opinion out there that tells me to be as authentic and human as possible. I live that – I am my brand. I am a consultant and people hire me because they trust the person… who is also the brand….

I wrote about this in more detail here: Don’t Sanitize Your Social Media Presence

Nobody can sustain success in the new social economy without being genuine ~ me

As a connected consumer I also know first-hand that I trust brands easier that are human and display their humanity. I am suspicious of marketers that are always polished and only talk about their niche, their topic, their products.

So, how am I going to get these two viewpoints under one strategy?

Consistent or Human – Can a brand personality be both?

[box size=”large” style=”rounded” border=”full”]Ok, let’s talk about this – tell me what you think?[/box]

 

Published by Frithjof

Digital media strategist, coach, community manager and CEO of BlueBird Business Consulting. Blogger, podcaster, content creator and teacher with a passion. Favourite quote: “To succeed in the business of the future we have to become the very people we are trying to reach” ~ Brian Solis

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28 Comments

  1. I completely agree with you! Being genuine just allows the right people to like you, and people like doing business with those they like and relate to. Good post 🙂

  2. Yes there can have fun but not so much !!! The most important things is reality !! Even though not being genuine can become famous brand but that only for a certain period not for long terms.

  3. There are TWO key ideas here: ONE – no one likes a robot! Be human, be approachable and relate to your audience! TWO – be consistent! That means that, while being human, the face you portray should be aligned with the brand meaning you portray. If they aren’t – well, that’s something to re-think. Frankly, I could not stand to portray a brand image that is inconsistent with who I am, but some people like the business that comes from fakery.

    1. Thanks Robert!
      My challenge is to figure out where the boundary is. But in the end I chose to write a self-published blog because I want to decide myself what I want to do.

  4. Frithjof,

    Fun post!

    You’re right – There are two schools of thought out there (possibly more). But the fact is that we can choose to go with the “only on-brand” message, and risk losing relevance, or we can let our brand reveal human qualities and continue to BE relevant.

    My thoughts are that these schools of thought will increasingly combine, and it will soon be standard practice to let the human qualities of a brand shine through.

    So, lets grab those bunny ears and hop around a little, shall we?

    Thanks for sharing,

    ~Keri

    1. Thanks Keri!
      YAY I love that I can have fun while at work – after all that’s a big reason why I chose to make the jump.
      I agree – I know from observing myself that I have a much easier time choosing a brand, product, supplier… if I feel like I have a human connection.

      Thanks also for the chatter on my tease-Facebook-post yesterday 🙂

  5. That’s a difficult question to answer, and it largely depends on who you’re catering to. Why don’t you try it on a small scale and see what happens? Personally, I think adding some goofiness to your business would actually draw more people in and make exists patrons more comfortable, but that’s just me – oh yeah, and happy Easter

  6. It’s all about getting the balance right, and it applies to everything in life – including your business, and as far as I know – you’re unlikely to have fun when you’re dead.

    So go for it!

  7. Absolutely a brand can…it fact generally should have fun. I can think of some brands that might not find fun/humor appropriate, but humor can help spread a message. The caution is that fun…humor often goes wrong. A brand needs to be careful to avoid offence. The fact is some humor will go wrong; so even more important is that a brand must listen, hear, and respond when they foul up. Humor is a risky business, but a worthwhile risk.

    1. Harold, one thing I admire about your social presence is your use of humour. I think for me risking humour works better than provocation to get a reaction..Having said that, I also know that humour can be tricky in intercultural situations.

  8. I might go as far to say that…hmm…even if someone is a bit over the top, to the point where some people hated them, does it really matter as long as the brand attracted the people that it had intended? Sometimes fun partnered with a little controversy can cause even more of a buzz in marketing. It is risky but sometimes it can work because people would be talking (whether good or bad). Look at all these reality stars on TV. They are not the perfect fun actor or actress. They gain people who hate them, but also a crowd that loved them for fearlessness, comedy and entertainment.

  9. Being human means taking off your shoes sometimes and dancing barefoot! Howling at the moon if you feel like it. The key is to strike a balance between having fun and being professional. If you have a passion for what you are doing – your work, your profession, your craft, etc – that is bound to come out & be expressed at times as having a little fun. Your brand is ultimately about you and what floats your boat, not about pleasing others. If you are being genuine while having a little fun, people will recognize that & appreciate you all the more for it!

  10. Yes, yes and yes! It’s so exciting to see what happens when brands drop the shield they have up and let the personality shine. I think that’s a big part of why we’re seeing so many personal brands take off – people are just tired of the same jargon. They just want something real!

    I applaud you for taking a risk that I know will pay off!

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