What's my Brand's Flavor?

Have you ever stopped to think about your brand’s personality?
 
Before you go thinking that when you’re just starting your business, the most important thing is to focus on sales and other operational / finance aspects. Here are five reasons for you to learn why it is so important to create and know your brand’s personality: 

  • A well developed personality connects with your target’s emotions, ultimately converting them to loyal consumers.
  • Brand flavor makes your brand dependable and shows consistency throughout.
  • Brand flavor shines a light that makes you stand out from your competitors.
  • You are able to showcase that you know who you are and that will allow you to approach your consumers directly.
  • Brand flavor allows you to create and innovate with proper insights to take your new products and services to the next level.

So let’s talk about how to cook up that flavor…

You had an idea; you believed in it, your birthed it and now you OWN it. Yass, innovation! But when you created your brand, did you ever stop to consider the type of personality it should or would have? Not really? If your answer to all of these questions is a big fat ‘no’, don’t worry because we have all the tea and we’re ready to spill!

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Did you ever stop to consider the type of personality your brand should have?

Photo courtesy of Stephanie Liu Hjelmeseth (@honeynsilk)

We know, right now you’re thinking “Oh, my brand is selling just fine and we are growing rapidly. So thanks, but no, thanks!”. But before you dismiss the idea, let us convince you a little further. Let’s start with something simple; imagine your brand as if it were a person. Is it a he or a she? How old is he/she? How does him/her sound? What does he/she like? What does his/her voice sound like? Would you consider being friends with him/her?

Connection is key to every business

Knowing the answers to these questions will allow you to create a buyer persona and even a buyer journey. Why should you do this? Because developing your brand’s personality will allow you and your team to control how you want your business to be perceived through others and that is key

People connect with personalities, and different personality traits can be more or less appealing depending on the people you like and connect with. No matter what they say, people are still influenced, even when they claim brand is not important to them, and don’t care if it’s not trendy or the one to have. 

C.G. Jung has a great definition of personality:

"Personality is the supreme realization of the innate idiosyncrasy of a living being. It is an act of courage flung in the face of life, the absolute affirmation of all that constitutes the individual, the most successful adaptation to the universal conditions of existence, coupled with the greatest possible freedom of self-determination."

Brand personalities are much the same, they reflect the collection of experiences that the public has with the brand. It differentiates while creating a lasting impression in your consumers’ minds. Strong brands tie their narrative to consumers’ emotions and achieve a lasting connection.

Learn it and know it like the back of your hand

So the next time that you are talking about your brand, talk about it like if it were your friend. Talk about how he/she feels, like you know this person from a long, long time ago; like it’s your best friend in the whole world. A brand personality should be fun and always changing, like humans are changing and evolving. It’s ok to always be exploring new things. 

And what better way to experiment with different brand personalities, targets and communities than with an Influencer? Let them be tools for your trial and error; apply your brand personality through them and their communities and get insightful and prompt feedback- it’s the fastest you can get. Get a taste of all the different personalities G&B has to offer. Take a look at our roster and let us know what your brand BFF is into and we’ll work with you to find the right one to represent it and take it to the right place.

JAG LEVER: Welcome, Rachel Iwanyszyn!

Jag Lever, translation: I Live

...and Rachel gives us LIFE. With that said, God & Beauty is thrilled to announce the signing of Rachel Iwanyszyn to our family of talented creators! Rachel's professional experience in photography, varied tastes across multiple industries, and incredible community of followers is going to be a boon for brand partnerships across the spectrum! Her main platforms for creation:

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Rachel created Jag Lever in 2009 as a lifestyle and fashion blog, as a reflection for the way she...well, lives! As a Columbia College graduate in Commercial Photography she uses her educated eye to share a variable world of music, mixtapes, and photographs of things happening in her life. Rachel is versatile behind the camera, in front of the camera, and styling shoots. She has been referred to as a fashion chameleon, because she loves to experiment with many different trends.

Rachel's style varies based on her mood. She loves modern and vintage, and is known to channel a 70’s hippie/boho vibe more frequently than not. Even though she loves living in big cities, as a Michigan native she craves nature. 

Past partners include Luxxotica, ModCloth, Disney, Nordstrom, and many more.


Should I Get an Influencer for My Brand?

Let’s start by talking about the five most important advantages of having an influencer as a part of your marketing strategy:

  1. Influencers speak directly to a community about your brand. 
  2. An influencer can be the best feedback source for any product, because their own community can give you real thoughts and live- action comments about your brand and products. 
  3. You can tell if you have your target set correctly by selecting a proper influencer to manage the context of your brand or product.
  4. An influencer can help you manage or well, influence your community so you know what people are saying about it.

An influencer is the best way to connect to users and become a more approachable brand.  You may think that influencers are a thing of the past, or not quite sure on how to use them. But little do you know, Influencer Marketing is still one of the most successful strategies to this day. Talking about the scale of reach that any influencer may have (nano, micro, macro and mega), whichever type you choose is going to easily help your brand on one very important thing: their contribution to your brand storytelling.  

The challenge for your brand is selecting the proper type of influencer that suits you and speaks more like your brand. Remember, it's not about how famous or huge an influencer is, it’s about the community that they speak to and the target that they aim to. Let's be real; storytelling and positioning your brand is important, but you need someone that is driven to speak to a community and to drive you some sales as well, honey.

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"A brand that is not prepared to invest the time and money to study the space is setting itself up for failure."

Brittany Hennesy, Influencer Marketing Expert

Photo courtesy of Courtney Halverson (@prettylittlefawn)

So don’t be hypnotized by the amount of followers an influencer has. Did you know those can be bought? Don’t get caught up on bogus reports about reach as a value for any post. We’ve moved on from ideas like “the more people the “influencer” can reach (read as: the more “followers” they have), the better, stronger and more of an “influence” he or she has. No, don't be fooled; the real focus of an influencer is their value in their community. 

And yes, we need to talk about the real importance of an influencer: their community. If he/she doesn’t value their community, then very clearly, they are not the one for your brand. You are looking for someone who can connect and relay to your brand and target, you need someone who is able to speak to a community about the many wonders of your brand in order to raise awareness and sales. 

There may be around 150 million people who claim to be an influencer, whether it's a mega or nano one.  But your main focus at the moment of selecting the perfect influencer candidate for your brand has to be how they can develop genuine added value in the short or long term for your community.

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"A lot of brands are unclear about what, exactly, they're paying for with an Influencer Marketing Strategy”.

Amy Oddel, Are Influencers Really Worth the Money?

Photo courtesy of Rachel Iwanyszyn (@jaglever)

Remember, an influencer is like any bought media ad, so your investment value matters on the type of influencer you can get for your brand.  Don’t be scared by thinking that you can’t afford a Kardashian, because maybe your product doesn’t need a huge celebrity, but people with honest hearts and opinions about what your brand is all about. Micro and Nano Influencers matter too. 

Take a look at the GNB stack of influencers, let us know what your brand and community is into and we will assist you with the right one. What are your main goals when it comes to working with an influencer and most importantly, what is the message that you and your brand need to communicate to a community? Does your brand have an established community already?  Be sure to contact us for any assistance, we’ll represent your brand and take it to the right place.