5 brand personalities no one wants to hang out with
The great digital party is in full swing, and everyone (I mean EVERYONE) is invited. Across social media, blogs, video sharing and mobile platforms, consumers and brands alike are hitting the massive, glorious dance floor we call the Internet, where the line between the personal and commercial space is blurred beyond distinction.
But be warned… just because your brand has showed up at the party, doesn’t mean it’s welcomed. If you are anything but sincere, engaging and responsive, then popping up alongside Aunty Ling’s holiday Instagrams or those ubiquitous cat memes can easily serve to turn the very people you are trying to make a connection with against you.
Here are 5 brand personalities that just don’t get it.
1. The Egomaniac
Here to ruin it all for everyone by being a self-centred little weasel, The Egomaniac is only interested in blowing it’s own trumpet and nothing else. Praise? Shares? Mentions? Bring it on. What about queries or complaints? Nah, let’s just give those a miss. After all, addressing concerns and building meaningful relationships with customers are just nonsense that smaller brands and startups have to deal with.
2. The Walking Cliché
We get it, you want to inspire and motivate. But if you are in the habit of posting fluffed up quotes that have little or no relevance to your brand, it starts to get real old, real quick. So remember, the next time you are thinking of posting that cheesy black and white photo of clouds with the words “What are you waiting for?” splashed across it in handwritten fonts, you’re not wrong at all – you’re just annoying.
3. The Absentee
When you create those Facebook/Twitter/Instagram accounts for your brand, but hardly ever update it, you’re kind of like that weird guy at the party – the one who just loiters in the corner, facing the wall, fiddling with his phone. If you aren’t going to participate on a regular basis, why turn up at all? Your inactivity speaks of incompetence at best, and indifference at worst.
4. The Phony
You support the hottest social issues, you are constantly sharing unoriginal content from other sources, and you post like mad on every possible platform. Sure, you’re only trying to “reach out” to your audience, but at the end of the day, you are doing your brand a huge disservice by trying to please everyone. Be true to your brand and be sincere with what you have to say. If that doesn’t resonate with your audience, then you have a far bigger problem on your plate than the number of likes, shares and favourites you garner.
5. The One-Trick Pony
What will you be doing this weekend? Let us know below. What is the colour of this dress? Let us know below. Who do you think will win? Let us know below. Can you solve this insanely difficult math question? Let us know below. Why can’t you at least try to post anything other than silly, irrelevant questions? Let us know below.
More so than ever before, brands do not exist in a vacuum, and no amount of analytics or programmatic buying can ever hope to compensate for a poor brand personality. But if you find your brand exhibiting one or more of the traits mentioned above, relax. It’s not the end of the world. For although the digital stage has been set for quite some time now, the night is still young. And if you can find a way to be truly genuine, purposeful, and engaging (or simply find a kickass wingman), we can all be so much more than just strangers in the night, exchanging glances.
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