Your Facebook Business page should do more than give your audience a way to connect with you and find out what’s new at your company—it should embody your unique personality. To convey this personality, your company's Facebook page should have a distinct voice that resonates with your target audience.
Creating a brand personality on Facebook doesn’t have to be complex. With a few simple steps, you can begin to find and build the perfect personality for your brand. Here are some steps to consider:
Identify Your Target Audience
Your personality is how you're going to project your brand through Facebook. It will depend on how you want to be perceived. Ideally, the brand personality that you choose should be attractive to your target audience.
The first step to creating a successful personality is to identify your target audience. One way to do this is to create a profile of an "ideal customer." Document everything you know about who you're targeting. What's their age group? Is your product for men, women, or both? How much money do they make? What are their interests? The more specific you are, the better you'll be able to craft your personality.
Another thing you can do is to study your existing audience. You should be able to figure out what age groups are currently following you and in what ratios. Try to ascertain as much demographic data as you can.
You can use the data you acquire from your study of both your existing audience and your "ideal customer" to create a brand personality. But that isn’t all you should focus on.
Choose Your Voice/Tone
Before deciding on the tone for your Facebook posts, consider both the audience you’re targeting and the networks you’re posting on. Different tones work better on different channels. For example, memes work better on Twitter and Instagram than they do on LinkedIn. Different channels also have different content limitations that you’ll need to consider while making your posts.
While choosing your tone, make sure it reflects your brand culture. Nike's tagline is "Just do it", and they've always focused on inspiring people to achieve their dreams.
You'll need a solid understanding of the image you want to project and how you want your brand to be perceived. Do you want to be seen as fun and quirky, or as a premium brand? The tone you choose should reflect this. And keep in mind that this should align with the tone you’re using on other marketing channels outside of social media, such as your website or newsletters.
One thing you can do is find a role model. Pick a celebrity, character, or even another brand that best embodies how you want to be perceived. This can help you decide what type of content you want to create. While this role model shouldn’t dictate exactly how you present your brand, it can inspire you and put you in the right mindset while creating your content.
Update Your Facebook Page Profiles to Reflect Your Personality
As a first step, consider updating all your Facebook page profiles. Ensure that the information you provide is accurate and note the tone you’re using. The bio or "about" section is extremely powerful. You can use it to tell your followers exactly who you are and what they can expect from you. Refine and enhance your "about" section with the help of Kua.ai.
While updating your Facebook page profiles, don't forget your visual branding. You can use your company's logo or any symbol associated with your company as your profile picture across different channels. It's helpful to have a set color palette, which your audience can immediately recognize you by.
A useful strategy is to create templates. Create a style guide where you document the font and colors you want to use in all your content. You can also include the filters you want to use on the visual content you’re putting out. You can even document other stylistic elements that you want to keep consistent across different channels.
Once you start posting content with the personality that you’ve created, try to stick to the voice at all times. Constantly changing your personality will make you seem inauthentic, and your audience can easily see through this. The feeling of distrust this creates can be difficult to shake off, and people may not take you seriously.
Post and Curate Content Regularly
The one thing that could kill your branding efforts on social media is irregular posting.
Apart from posting your own content, try to curate content when possible. This adds variety to your feed and keeps it interesting. One thing to keep in mind is that you should only curate content relevant to your industry. This will help you build an image as an authority in your field.
Consider using humor in your social media updates. Even if you don’t want to be known as a "funny" brand, using humor occasionally is highly recommended, because everyone loves to laugh. The only thing to remember is that the kind of humor you choose should reflect your brand personality and align with what your audience enjoys. Generate thousands of post ideas that align with your brand personality using Kua.ai.
Building a brand personality might seem like hard work, but the payoff is worth it. Spend some time getting to know your audience, what they need, and how you can best communicate what you offer to them, and you’ll soon find that your personality will help guide a lot of the content you’re putting out.