The Right Way to Personalize Content for Your Brand in 2020
**Originally published April 12th, 2019. Updated January 24th, 2020**
Personal brands are more than just buzzwords and watermarked videos on social media platforms. Ambitious, driven, and self-promotional public figures have now emerged into the forefront of pop culture, symbolizing a simultaneous rise in personal branding and entrepreneurship. It’s reasons like these that make establishing your brand one of the most important things you can do as a business owner in 2020. With personal branding at an all-time high, businesses must now compete even harder for not only market share, but also the ever-diminishing attention span of consumers.
Branding is the foundation of marketing for all businesses, no matter how established or new an organization may be. Whether you are a small business or a big corporation, your brand is what makes your business unique. So how do you get your brand to do this? The implementation of influencer marketing is a surefire way to boost your brand. But personalizing your brand first and foremost is the key to reaping its benefits. Here are some pointers on the right way to personalize content for your brand in 2020.
Really Get to Know Your Target Audience
Before even beginning to think about how you want to position your brand in your industry, it’s crucial to know who your audience is. And not just in the robotic, data-driven fashion. Don’t just think about things like demographics and buying power. Go beyond those metrics and learn about the pain points of your customers, understanding what they like, and find out what drives them. There are a few different ways to do this. Conducting a survey, or even holding a focus group, is a good place to start. Gathering data and learning more about your target audience you will allow you to learn about your target audience on a more human level and fine-tune your brand accordingly.
Target Pain Points and Needs
Experts suggest that one of the top ways to develop a successful brand and marketing strategy is to target customer pain points rather than just talking about how cool your product or service is.
Reading With RIK, for example, is a product that incentivizes children to read. The brand recognized an opportunity to address a conflict that many parents encounter with their child. So they got creative and built a kit around promoting the benefits of reading. They created reading incentive kits (RIK) that accompanied a well-known children’s book. As young readers progressed through the book, they opened packages that contained prizes that keep them motivated and increased comprehension and retention.
Certainly, it’s a great product at face value. But what makes it an even greater product is the brand’s ability to target its audience’s pain points through its marketing strategy. Reading With RIK introduced the product not by talking about how cool it was, but by addressing a primary pain point for many parents: “I can’t get my child to read.”
This is just one of many great examples of brands addressing pain points. Once you identify a pain point amongst your target audience, proactively addressing it can produce stellar results for both your brand building and your bottom line.
Focus on One Brand Message
Everyone is seemingly on a search for relevancy these days, and being unique within your ecosphere is something brands and entrepreneurs both keep top of mind. Though your product may be multi-faceted, however, your brand shouldn’t be.
Everything from your brand’s logo, theme, voice, personality, slogan, and marketing strategy…all of it should accurately convey the main idea behind your brand, and also be synergistic.
Nike is on the Mount Rushmore of branding. The company’s products are incredibly diversified and appealing to a wide range of people. But when Nike is brought up in conversation or you see the name, chances are you immediately think of its logo and slogan, “Just Do It.” It’s a mantra as ingrained into our brains as it is in the fabric of pop culture. All of the company’s marketing messages are built around this one idea, and as a result, Nike has built itself into the powerhouse it is today.
Showcase Your Brand’s Personality
Showcase your brand’s unique personality with your content creation. Remember: You are marketing to real people who have real feelings, emotions, and who enjoy content that speaks to their wants and needs.
Keys To Perfecting Your Personalization
As hard as it may be to believe, there actually is a personalization sweet spot. Though the sweet spot is as unique to each brand as the brand itself, those that can find and operate within it often see a massive payoff. However, you don’t want to risk alienating customers if you venture toward one extreme or another. Play it safe to start, and consider personalizing your content with these things in mind:
Assess your audience’s needs
As we touched upon earlier, always be thinking about your prospect’s pain points. What problems are you trying to help them solve? If you want your brand’s messaging to resonate with a consumer, it must be created with an intention that’s less about purchasing your product or service, and more about addressing the needs of your customers. Your audience wants to be supported, not sold to.
Much in the way should with any area of your marketing, create your messaging to produce something truly valuable to your audience members — regardless of whether or not they make a purchase.
Address your audience individually
When you’re separating consumers into demographics based on their personal information, it creates a tendency to treat people like numbers, as noted in the linked Forbes article. It’s no surprise that almost no one is going to respond well to this approach. The reason for that is probably self-explanatory.
When your brand addresses a potential customer, you want to speak to them as if they are the only ones in the audience. This may seem like a daunting task, considering some of the inherent obstacles that accompany making social media a more personal experience. Center your messaging around dialogue that speaks to people like they’re individuals, opening the door to building authentic relationships with your audience.
Adjust your messaging in real-time
Though consistency is key for any brand, consumer behaviors should also have a large influence on your efforts. You’ll want to refine your personalization strategy in real-time to maximize its effectiveness. Perhaps your initial messaging came on a bit strong, you may need to tone it down a bit. Or maybe your assumptions about your audience and individual personas were off. This could be a sign you need to take a more humanized approach.
We spoke on many ideas in this article, particularly finding the ‘sweet spot’ when it comes to personalizing your content. It can be frustrating at times trying to pinpoint the personalization sweet spot for your brand, but we hope this guide can serve as a foundation for your efforts. For those still feeling lost with where to start with their brand’s personalization, Viral Nation is an award-winning influencer talent agency that serves as a one-stop-shop for all things digital marketing. Reach out to us about creating a strategy around your brand personalization efforts.