The importance of leveraging your brand personality.

Posted on 08/06/2020 by the Promote This Team.

Let me ask you a question. If your brand was a person, what would they be like?

Would they be sassy and cheeky like the Wendy’s brand is, or would it be strong and dependable like ANZ bank?

Every brand has a personality, whether it’s clearly thought out, or just a result of what the brand looks and feels like. But not every business leverages it for success. Both ANZ and Wendy’s do.

(James Gould-Bourn, 2017)

Take Wendy’s for example, is making a decision about which fast food restaurant to go to, or what burger to order, a serious decision? Of course not, so they’ve leveraged the opportunity to appear humorous and fun and promoting their brand indirectly; increasing user participation and engagement on their socials by making Wendy cheeky and sassy. 

Do you know what this did? Wendy’s earned nearly 1 million new twitter followers and 113% increase in twitter mentions in 2018.

(James Gould-Bourn, 2017)

Wendy’s social media sass didn’t just drive social media success but it translated into sales success too. Wendy’s made a whopping $159.3 million in the fourth quarter of 2017, compared to a meagre $28.9 million in the fourth quarter of 2016. A Wendy’s pop up store in the UK (which currently don’t have any permanent stores) saw lines down the block all day, filled with fans of Wendy’s twitter account.

Having a brand personality that resonates with your target market will make your brand the favourable option in the purchasing process. It will help give your brand depth, and help you stand out from competitors, generating more sales and growth within your business.