Does your company have a personality? Whether you’ve thought about it or not, the answer is probably yes. Ask your customers and they’ll describe characteristics like “classy,” “professional,” or “fun.” Companies often take on the personalities of their founders, or their image evolves over time. Advertising campaigns, as long as they’re consistent and constant, can shape how we think of a company.
Can you change your company’s personality? In truth, it can be difficult. Especially when you already have an established image. One thing you can do is focus on expressing the parts of your personality that appeal the most to your customers – traits that differentiate you from your competitors.
Think of it this way. What do you wear when you’re going to meet someone new? It depends, right? It depends on what you want this person to think about you. If it’s a business meeting, or an interview, you may want to look serious. So you’ll choose business attire that suits your line of business. But in a casual encounter you’ll want to show your fun side, so you reach into a more relaxed side of your closet. Maybe you pull out that Hawaiian shirt.
You’re making conscious decisions about how you’re showing up based on how you want to be perceived and what kind of interaction you expect to have. Another way to look at it is if you’re showing up for a pool party, you probably won’t wear a tuxedo. You’d feel out of place, and the other guests might feel awkward.
The way you tell your company story on your web site or in social media should reflect who you are. This helps customers understand you and puts them at ease. The writing itself can be serious or fun, edgy or hi-tech—however your company best presents itself to the world. But it should be intentional, and it should be consistent.
Let’s try this out. You can express your personality in something as basic as a call to action. The three examples below say the same thing, but the wording allows your personality to come through.
Formal: We’re honored to serve you. Contact us today to learn more about our range of services.
Confident: People love us, and we think you will, too. We’re looking forward to hearing from you. Call today!
Casual: Want to know more? Let’s do this thing! Call today.
If you’re ready to align your communications with your company personality, I can help make that happen. Let’s do this thing!
Copyright Liz Behlke 2018