Before we answer why brand personality is important, we must first understand what brand personality is. Your brand’s personality is brought to life using tone, imagery, logos, colors, and more. Using these aspects effectively boosts your customer engagement and allows you to be remembered in the long run.
We need to make a clear distinction between brand personality and brand character. This article will focus on brand personality but let me give you a quick breakdown of the difference. Brand character is a bit deeper and centered on customer focus, adding value, and your actual offerings. Brand personality is the use of the aforementioned elements to attract customers and build relationships with them along the way.
Both are important and vital to your business success. It’s the character that truly adds value to your campground and brings to life innovations. But without personality, you will fail to get people in the door in the first place. If you want a bit more info on the differences between the two, check out this quick read on Brand personality Vs. Brand Character.
Identify What Makes You Different
When building your brand personality, you need to identify what makes you different. Ideally, this aligns with your “Unique Value Proposition” or UVP. Each business/campground has something their competitors cannot have, and that is you. You need to identify what makes you special and, in turn, what makes your campground special. Or perhaps it can be as simple as the amazing waterfall that your campground sits next to, or the wildlife, or perhaps even a friendly dog that wanders from campsite to campsite.
Identify and exploit your UVP. Of course, your UVP needs to be directly in line with what you are offering as a campground. You should never stray from your original message to try and be unique. Stay within your campgrounds brand but search for that special thing that separates you from the rest. This is all about showing who you are and showcasing your campground in the best possible light.
Use Powerful Adjectives to Generate Brand Personality
When building out your brand’s personality, you want to use certain adjectives that effectively convey your message. These words should be sprinkled throughout your website so customers know what they can expect when they stay with you. At rvResortScout, we use trustworthy, honest, innovative, and result-driven words to describe what we do on a day-to-day basis.
To find words that best describe your campground, let’s do a quick exercise. Take out a sheet of paper. For 2 minutes straight, jot down every word that comes to mind that directly relates to your campground. No matter what, keep writing until the time is up. When time is up, stop and eliminate the words that make no sense. When you are finally down to the ones that truly do fit you, it’s time to make a hard choice. Select the top 5 words. That is what you will use to convey your campground in the copy you use on your website. Don’t overuse these words, instead sprinkle them into your branding, marketing, and general day-to-day speaking with your campers. These words should flow naturally and become second nature in your campground copy and your day-to-day speech.
Know Your Audience to Establish Brand Personality
If you’ve read a couple of rvResortScout’s other articles, you probably know how important it is to get to know your audience. Identifying your target audience is crucial to your success. This should be one of the first steps any business owner takes. It allows you to talk to your customers directly. It gives you structure throughout your entire business. If you know your target audience is plus 50 to 75-year-old couples looking for a place to retire, this allows you to market and speak directly to them.
Knowing your audience and building your brand’s personality go hand in hand. The tonality, word choice, images, and where you market to them matters, and the only way to effectively do this is by identifying your target audience. As a brand personality example, using 50+year-old couples, you may choose to stick to Facebook ads, use words that represent a calm, peaceful stay, and images that show off a peaceful side to your campground. Now is not the time to talk about a wild dog that sprints through people’s sites or the possibility of noisy neighbors. Talk directly to your target audience as you build your brand personality. Campground personality matches customer personality plain and simple.
Set Your Tone
Set your tone and stick to it. Once you decide on your tone, you can’t flip back and forth between casual and formal. If you have a casual one-on-one talk with your customers on one page but a serious tone on the next page, you will confuse and lose customers. Customers love consistency; people want to know what they can expect when they say with you, and tone is a major way to do this. Express your passion through videos, great content, and photos that align with your campground’s message and tone. This will become part of your brand personality, and you begin to form a complete picture of your campground.
Find the tone that best fits your campgrounds overall style, and that will resonate with your target audience.
Some examples of popular tones include formal, laid-back/casual, serious, angry, and humorous. Find the tone that best fits your campgrounds overall style, and that will resonate with your target audience. Remember your brand personality always needs to be 100% in line with your target audience.
Get Visual
When establishing your brand, you must get visual and engage your customers. Your personality can shine through in pictures, videos, and other visual forms of media. Not only does it give you a chance to put a face to the brand, but it also makes your website more exciting, fun, and “sticky” for anyone who lands on it. Your design can convey moods that complement or detract from your overall brand. Picking the right visuals is key to delivering the right message to your audience.
Your audience will react emotionally to the colors, design elements, logos, and pictures you display on your site. Mood changes can happen almost instantly with effective design planning and a good web designer. Be sure to think through the whole design process before you start. Have a clear view of what you wish to accomplish before making any significant design changes. If you are looking to make a few changes, check out this quick read on what you can expect when working with a web designer.
Additional Tip
Ask the right questions. Use social media to ask the right questions and engage with your audience on a deeper level. If you have been struggling with this we suggest you check out “What Are Good Social Media Questions To Ask Your Customers“. There we walk you through 10 great questions you can ask that will help increase brand engagement immediately.
Wrap-Up
Your brand personality will shine through if these tips are taken into account and successfully applied to your website/campground. Take a moment now to put these tips into practice. Get the ball rolling and make a difference in your campground’s success today. Establish a personality and find a target audience you click with. From there, the rest is as simple as understanding what your target audience wants and needs. As you continue to work with them, your understanding only grows deeper and deeper, allowing for a better connection.
Get the ball rolling and make a difference in your campground’s success today.
If you are looking for some one-on-one help with a professional business consultant, book an appointment with our marketing experts today. They will gladly answer any questions you have, offer solutions, and provide feedback on your website.
