How Brand Personality Shapes Marketing Strategy


There are a lot of factors that go into your overall marketing strategy – resources available is always a big determining factor. But one thing that often gets brushed aside for budget discussions is brand personality.

Once you have your budget in mind, it’s easy to look at industry competitors to get ideas, but you have to decide what the best approach is for your business. Maybe that huge tech-based campaign just isn’t right for you, even though it worked for someone else. You have to be able to deliver on the brand story you put out there.

While the basics of marketing planning will always remain the same, the delivery has to be unique to you. So, what are the basics of a marketing strategy?

  • What product or service do you have to offer?
  • Who is your target audience?
  • How will you sell to them?
  • Why will they buy from you?

That last point is what will help you determine your brand personality. You have to figure out who you are as a brand and what makes you different before putting together your strategy. Here are a few questions to ask yourself:

  • Are you modern or traditional?
  • Are you young or more mature?
  • Do you embrace technology or do you live by a more old school code?
  • Are you spontaneous and easy going or are you cautious and strategic?

The goal is to figure out where you lie in the spectrum of things and that will determine how you reach your customers and what type of messaging you will use to do it. For example, if you are a young, tech-savvy company, you will likely create your strategy based on the latest and greatest digital and technology trends. You might use a more laid back, conversational tone in your communication. On the other hand, if you are a more mature and traditional company, you might rely on a more corporate feel and formal tone with a focus on traditional face-to-face outreach and direct marketing channels.

Figure out who you are as a brand, and let that guide your marketing strategy, not what worked for someone else.

Candace Huntly is the Founder and Principal at SongBird Marketing Communications, an award-winning agency working to take organizational and individual brands to the next level. With a passion for all things related to creativity and strategy, she specializes in business intelligence, marketing & branding, content strategy & development, media & influencer relations, and social media. Basically, if you need to put your brand, product, or cause in the public eye, she will find a way to do it, while making the approach unique to you.

Connect with Candace


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