What are the benefits and challenges of creating an authentic brand voice?

In the same way that people can be perceived as ‘fake’ in their presentation of themselves online, a brand can easily be perceived the same way if enough hasn’t been done to define and articulate its true personality. Everyone, and everything, to do with the brand should be on the same page and embody the brand’s whole self to ensure that customers are left with a genuine sense of the product and it’s reason for being. Only then will you be able to build trust with your customer.

Whilst your business's values and mission inform the decisions you make and guide your actions, your brand personality is your business 'brought to life', opening the door to people and ‘inviting them in’. It communicates your beliefs and helps people identify what makes you, you. As emotional beings we gravitate towards what we like, trust and understand, naturally identifying with certain traits and characteristics. So infusing your message with your brand personality is what resonates, influences perception and creates preference. Because it helps people understand what to expect, and if they share values and identify with the traits and characteristics you exhibit.

The best way I have found to spot brands who have done the work to cultivate and commit to a personality is through small, surprising interactions – like a fun twist on a 404 page message. That signals the brand has been well-socialized throughout the organization, and is being used effectively to make even the most seemingly small (but actually impactful) decisions.

This is becoming more and more important and can include things like sustainability in packaging and the company. Consumers are becoming more interested in brand story and there actual priorities

"Samesies!" aren't always cool. Don't be afraid to stand out, be different, talk different, be real. The more you understand who your client is and who you want to attract, the easier it is to create the right brand personality. You want to relate to them, you want to sound like them, you want to show them that you "get" them. Really push hard against "corporate" speak. It's dull and boring and does NOT grab anyone's attention.

Be brave, take risks and make bold decisions when looking at your brand personality. Go against conventional wisdom or popular opinions in your category. That's where the magic can happen, and you'll get differentiation in a crowded marketplace.

My advice is to create a brand avatar. Even if you only intend to use it internally to help your team members with messaging, this can be a great tool to ensure your brand is consistent and evokes a personality with a unique perspective. If your brand resonates positively with your prospects and customers, EVERY stage of your ad funnel and every touchpoint of your buyers' journey will be less expensive. This is because you're selling to a more informed, more sophisticated, and likely an 'already sold' buyer. And if your brand avatar goes public and is your next award-winning marketing campaign, congratulations in advance!