What kinds of businesses need a strong brand personality? All of ’em (at least, the kind that want to be successful).
Let’s face it: There are thousands of articles, blog posts, and social media captions out there. So when embarking on the mission to stand out through written copy, you definitely have your work cut out for you.
But this doesn’t mean it’s impossible to leave a lasting impression on your audience.
One of the easiest and most effective ways to stand out online is by writing with a strong and memorable voice and making sure that your brand personality is woven into everything you publish.
So, Let’s do this. Here’s my complete guide to standing out online by injecting immense amounts of personality into your copy. (You’re going to want to bookmark this page, and buckle up for the read.)
Writing with Personality: Why It’s Important AF
We can all agree…the online space is LOUD. There’s just no way around it.
Last year, the International Coaching Federation estimated that there are about 71,100 online coaches worldwide. Damn.
And we all know that number is continuing to ex-freaking-polde.
So, with more competitors/a more crowded market than ever….how do we stand out and be heard above all the noise?
You guessed it! With our personality.
Your content can be AMAZING in terms of value. But if it’s boring, no one is going to read (or remember) it.
And if your content can’t be easily recognized as yours even without any visual branding like colors, fonts, or photos…welp, it’s not just branded well enough.
Written copy is one of the most intimate and effective ways of engaging your audience. So you want to be sure that when you press post/send/publish, what you’ve written will allow your readers to get to know the person behind the words.
How to Find your Brand Personality
“Okay, Mackenzie,” you’re thinking. “I understand how important it is to incorporate my brand personality framework into my copy…but I have no idea where TF to start.”
I hear you!
Step #1 to working a powerful brand personality into your messaging is to establish some brand personality traits.
Ready to rumble? Answer the five simple questions below to get started:
- What are 3-5 adjectives that describe your brand?
- What message do you want to convey to your readers?
- How do you want to convey that message? Do you want to be quirky, funny, serious, intelligent? All of the above?
- What moods or colors remind you of your brand?
- How do you want your readers to feel when they walk away with your words?
Answering these questions will help you can get a bird’s eye view of your unique brand personality and overarching goals.
There are thousands of brand personality types out there, so don’t worry if the personality you come up with is as unique as you are! (This is a good thing, I promise!)
If you’re still drawing a blank, you can also give the exercises below a shot (which I discussed in my Authentic Ass Copy blog post!)
- Sift through your emails, text messages, social media captions, old blog post drafts, etc. What words, phrases, or ideas do you see regularly?
- Take a look at how you write when you’re not writing for your business, but only for yourself? What makes your voice more conversational, compelling, and unique?
How to Inject More of your Brand Personality into your Content and Sales Copy
Once you’ve gained a solid understanding of your brand personality, it’s time to put it to work—aka to inject it into your written content and sales copy to spark engagement and crank up conversions.
While it isn’t as easy as including a mood board at the bottom of each piece of content you create, there are ways to make incorporating your personality into your copy easier and less time-consuming than you might think…
Brand Personality Tip #1: Coin words, phrases, and sayings
One of the easiest ways to incorporate personality is to come up with a few words, phrases, or sayings that your audience can immediately recognize as “yours” in your copy and use them repeatedly.
A quick example (and something I LOVE to sneak into my copy) is the term “AF.”
“Helpful AF,” “funny AF,” “serious AF”—it can fit anywhere and adds a layer of bold AF fun (see what I did there? 😘), wit, and drama into my writing.
Brand Personality Tip #2: Keep your brand voice consistent
Remember question #3 in the previous section, which asked how you want to convey your brand’s message?
Settle on the descriptors you chose, and stick to them in your writing.
This is crucial.
Your brand voice can be a combination of brand personality traits, such as ‘helpful with a hint of sarcasm’ or ‘an intersection between intelligence and comedy’…
But once you’ve determined what’s most YOU, keep that sh*t consistent—consistent with your goals and consistent across all platforms.
Brand Personality Tip #3: Don’t be afraid to be bold with images, gifs & emojis
Is there a meme or GIF you’re just DYING to use in your content?
Here’s your sign to do it!
Let that brand personality of yours shine through!
I do this all the time in my content. It helps keep my brand voice lighthearted, funny, and conversational for my readers.
To Sum Up Brand Personality…
Incorporating your brand personality framework into your copy not only allows your readers to get to know you and your brand better, but it also increases conversion rates and sales.
In other words…if you’re writing with no personality, WYD?!
If I’ve convinced you of the importance of ~jazzing up~ your copy, allow me to offer you just one more thing: the FREE Copywriting with Personality Care Package 🎁
This FREE training teaches you exactly how to stand out in a crowded market with messaging you can’t miss.
In addition to the free video training and Writing with Personality Workbook, you’ll also score plug-and-play templates to help you convert your readers into customers/clients based on your unique brand personality we establish in part #1.
I’ll see you there! 😉