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Give Your Brand a Personality

People seek relationships with one another, and yes, with brands. Your brand’s personality is an important part of what will make people engage or ignore you. Spend time to define a personality for your brand that will resonate with your target audience and you will position yourself for social media engagement.

The most successful brands use a variety of ways to connect with their audience, just as there are many dimensions to person-to-person relationships. These brands also portray human personality traits within their communications.

Brand Personality Is Good for Business

Whether they realize it or not, a person’s connection to your brand is driven by how they feel about your brand.

Studies show that the attractiveness of a brand’s personality significantly affects word-of-mouth advocacy. The more attractive your brand personality is, the more customers will recommend your products/services to their friends, families, and associates.

There are other reasons why brand personality is good for business:

  • Builds sustained relationships with your audiences by forming an emotional connection to your brand
  • Communicates the positive traits of your brand in a relatable way
  • Differentiates your brand from your competitors

Bring Your Brand Personality to Your Social Presence

Now that you have taken time to define your brand personality, you need to let it shine in all your social media activities. Social media channels are designed to cultivate relationships, so it is the perfect venue to help people to get to know you.

Share Your Point of View

Tell people what you think and how you approach problems and opportunities. Let them know where you stand. Opinions and outlook are a central part of personality, so you need to let them shine. People won’t be able to decide if they like you, if they don’t know where you stand.

Tell Stories

Stories use simple words to present ideas, feelings, and concepts. Storytelling can capture your audience’s attention and strike an emotional chord, which is unparalleled when it comes to building strong customer relationships.

Any Topic that Showcases Your Personality Is Relevant

People have a wide range of interests. Embrace that. Don’t stay overly focused on core brand messaging. Be willing to comment on whatever you know is on the minds of the people you want to connect with.

Be funny for no other reason than to engage. Share your reaction to news events or historical milestones. All personalities are multi-faceted. Make sure your brand personality is not one-note.

Tell Your Professional Story on LinkedIn

Your LinkedIn profile is an opportunity to tell your professional story. This is valuable in the job you are in, as it lets customers and potential customers understand your value. It is also helpful if you are looking to change jobs, as recruiters use LinkedIn heavily to look for and vet potential candidates.

Your profile should change as you reach milestones in your career. It should also change as your list of key accomplishments grows. At every stage, you need to make sure your profile is forward thinking and builds the case for the next job you want to have.

Following are some thoughts for each stage of your career. Note that if you have 30 years as a plumber and are working to build a career in fashion, you should create your profile using the guidance for the years of experience in the field you want to be in.

Before you dive in, you will want to refresh your list of the keywords that are most relevant to your profession and your immediate goals. The words and phrases that represent the most important skills do change over time.

1–3 Years of Experience

At this point in your career, highlight your enthusiasm for the work you want to do, your engagement within that field, and your abilities to organize, problem-solve, create, execute, etc.

Include pictures of yourself at industry events. Include any relevant projects, presentations, and other items related to your interests and industry of choice.

Share and comment on current articles or conversations related to the field. Follow relevant companies and influencers.

4–7 Years of Experience

Now it is time to remove details about your schooling and work experience that is not directly related to the work you want to be doing. It is no longer relevant that you flipped burgers to help pay for college, unless being a fast food manager is your career aspiration.

Focus on your experience, work products, and proven skills. Highlight these in your profile headline and summary, as well as in the most recent role in your professional experiences section.

Keep in mind that past positions are hidden away with a “see more” option and most people won’t bother to click this. Your current job description is central to your profile so make sure it communicates loud and clear about who you are and your value.

Keep it all short and easy to scan. Lengthy paragraphs won’t get read on LinkedIn or anywhere online.

8–15 Years of Experience

Tell your professional story in terms of your leadership ability and your specialized skills. Promotions and job offers come to people at this level who won’t need a lot of training and who have a healthy, relevant professional network.

Drop old work samples in favor of fresh items that show what you are doing today and reflect the next level that you want to achieve. Keep building connections with influencers.

Publish articles on LinkedIn that are relevant to your field and demonstrate your thinking as a subject matter expert.

Ask for recommendations for people in your focus industry or field. Recommendations speak to your professional value, but they also demonstrate that you are active and connected. Take time to identify the best people to make recommendations and ask them personally, either by phone or email.

16 and More Years of Experience

Make sure your profile tells a cohesive, compelling story about your skills, experience, and professional passion. Drop items that are not central to who you are and what you do now.

Focus on sharing your thought leadership in posts to groups, in comments on posts created by others, and in long form articles on LinkedIn. Be the leader that you are.

Want more ideas about marketing yourself and your business on LinkedIn? Read my post with marketing tips on LinkedIn.

5 Tips to Boost Your Brand SEO

The rules of SEO are always changing. What worked a couple years ago may not work today. To take your brand SEO to the next level, follow these tips.

Design for Mobile

In most industries, most searches are now done on mobile devices. Responding to this, Google switched to mobile-first indexing in 2020. Now the mobile version of your website, not the desktop version, is indexed and used to determine search rank.

To optimize for mobile indexing, evaluate your mobile site for things like loading times and navigation. Also make sure the structural elements of your mobile site are identical to those of your desktop site.

Use Keywords Wisely

Just using a keyword isn’t always helpful. Repeating keywords too often will cause Google’s algorithm to penalize you for “keyword stuffing,” so you want to use keywords carefully.

Use keywords where they fit naturally. Content should flow for the reader and not appear stilted to use the right keywords.

Where you put keywords matters, too. Keywords in meta titles, descriptions and image tags as well as page titles, and subheadings carry more weight than keywords in the body text.

Think Q&A

More searches are questions. So, Google now offers Q&A type search results. When you type a question into a Google search, you sometimes see a box with a snippet of text answering the question. This is the answer box, and it’s becoming increasingly important.

Google’s algorithm populates answer boxes with text that directly answers a specific question. Write out the question you want to target in your content, and then provide an answer in a way that’s concise and accurate.

Keep Brand Content Fresh

Search engines still like “new” content. So, focus on making your old content new again.

Look for relevant content published in the last few years. Add new links, remove old ones, update any outdated information, and publish. This gets valuable content in front of new readers and gives it an SEO boost.

Provide Content for People

Search engines are machines, but they try to be like people. The goal is to rank highly those websites that serve user needs and interests. Google’s algorithm is designed to prioritize pages with the best user experience. If you can focus on this first, many aspects of SEO for your brand will fall into place as a result.