What are the best microcopy examples for communicating brand personality?

1 What is brand personality?

Brand personality is the set of human traits and emotions that you want your users to associate with your brand. It can help you differentiate yourself from your competitors, build trust and loyalty, and influence user behavior. For example, a brand personality that is friendly, playful, and humorous can make users feel more comfortable, entertained, and curious, while a brand personality that is professional, reliable, and authoritative can make users feel more confident, informed, and secure.

3 How to define your brand personality for microcopy?

Before you start writing microcopy, it's essential to have a clear idea of what your brand personality is and how you want to express it. To define your brand personality, you can use different frameworks and tools such as brand archetypes, a brand voice chart, and user personas. Brand archetypes represent 12 universal characters that represent different values, motivations, and goals. The brand voice chart is a table that lists the main attributes of your brand voice, such as tone, language, and purpose. Lastly, user personas are fictional representations of your ideal users that describe their characteristics, goals, pain points, and preferences. These tools can help you identify the core traits and emotions of your brand, create consistent microcopy that is relevant to your users’ needs and desires, and connect with them on an emotional level.

4 How to write microcopy that reflects your brand personality?

Once you have established your brand personality and target audience, you can start writing microcopy that reflects it. To do this, use a tone of voice that is appropriate for the context, user's mood, and message you want to convey. You can also choose words that match your brand voice, such as formal or informal, simple or complex, positive or negative. Additionally, be clear and concise by using simple and direct sentences without jargon or ambiguity. Furthermore, ensure consistency and coherence across your website or app by using the same tone of voice, words, and style. This will help create a seamless and engaging user experience that users will recognize and trust.

5 What are some examples of microcopy that communicate brand personality?

To inspire you, here are some examples of microcopy that communicate different brand personalities. Duolingo, a language learning app, uses a friendly and playful tone of voice to motivate and entertain users. It uses words like "awesome", "yay", and "oops" to create positive emotions and adds humor and personality with its mascot and illustrations. For example, when users complete a lesson, they see the message: "You did it! You are unstoppable!". Dropbox, a cloud storage service, is professional and reliable in its tone of voice to inform and reassure users. It uses words like "secure", "sync", and "backup" to convey its value proposition, while adding clarity and confidence with its icons and progress bars. Mailchimp, an email marketing platform, has a humorous and witty tone of voice to surprise and delight users. It uses words like "rock", "high five", and "woohoo" to create excitement and enthusiasm, as well as humor and personality with its jokes and references. For example, when users send an email campaign, they see the message: "This is your moment of glory. Ready to send?".

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?