Personify Your Brand,Make It Human

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Marketing is more about giving customers what they need then it is about pushing products. It’s through engaging content that we build the brand and an emotional connection with customers.

Every brand is like a person, has its character possesses a unique traits which configures its way of conducting relationship, the expression and demonstration of its inner own universe. It goes without saying that each character has a temperament which can take on various representations.

Mainly there are three types of temperament.

  1. Choleric
  2. Phlegmatic
  3. Sanguine

 To clarify it further I must mention that these are actually three types of Human personalities.

Choleric

These people are very practical and they make for naturally gifted businessmen. Constantly looking for opportunities and always working on themselves, they build successful businesses that thrive and benefit others.

Phlegmatic

People with phlegmatic personality are unassuming, agreeable and intuitive and they possess the ability of “web thinking”.

Sanguine

People with this personality tend to be lively, sociable, carefree, talkative, and pleasure-seeking. They may be warm-hearted and optimistic.

Let us learn how big brands in the world use this as tool to fine tune their Marketing strategies.

Type of Character- Choleric

Example-IBM

IBM: Create targeted content and work with influencers

IBM produces a lot of content and distributes them through various channels. But more importantly, this brand taught us how one can go a long way by prioritizing quality and engaging with influencers through various content types. IBM extensively uses video content to discuss ideas behind the company’s innovative products on their research page.

In addition, the brand frequently appears in content that is outside their website by collaborating closely with industry influencers. And their content is highly targeted. From news and case studies to latest solutions and thought leadership, IBM has something for almost everybody, including their target industries. Talking about extensive targeting, the brand has been showing us how to do it.

Moreover, the company has been using their Voices page to combine ideas and socially shared content for easy consumption. Everything from IBM’s strategy team is funneled through this platform.

Things to Learn: More than the tactics, you need to focus on the strategy behind IBM’s content marketing success.

Firstly, focus on creating highly targeted content. If you observe their portals keenly, you will find that IBM has several focused portals and resources and each of them caters to a well-defined target audience. You need to understand the special requirement of each segment of the market you cater to, and then create content addressing those issues.

Next comes working with influencers. As mentioned, IBM closely collaborates with industry experts and thought leaders to influence their fans and followers. Similarly, you need to work with bloggers and writers who are already popular within their network of target audience. Working with industry influencers is a great way to build brand and improve your credibility.

Type of Character- Phlegmatic

Example- Google

Google: Tell your story

Google: Tell your story

With a brand value of $56.6 billion, Google needs no introduction. The tech giant teaches us that your story is not just about you. It’s more about what you are doing for others. How many times have you found Google publishing content about how its operating system and search algorithms work? When it comes to creating content, Google’s focus is rather on the ways its innovative technology connects people to enrich their lives. Think about their most unique content, “Google Doodle.” They don’t utter a single word about their products or technology through these animations but people speak of Google’s creative ideas every time they publish a Doodle.

It is true that the entire existence of Google is based on content, but this brand has a unique approach. It tells stories. Just have a look at Google’s Instagram page; you will find photos and videos showcasing behind the scene stories of what happens in the company each day. In addition, they post captivating videos celebrating different events, from around the world.

Needless to say, they have one of the best content marketing strategies, especially the Doodles. How many times have you visited Google only to see these animations? These interactive pieces of content are the best thing we have seen in the past few years to keep the audience engaged, period.


Your story is about the people you cater to. Your customers are your hero, not your products. So instead of boasting about your products and services, talk more about the ways they are benefiting the real people. In fact, when you focus on your bigger story you don’t even need to create promotional content anymore as this content strategy helps you communicate your value proposition that further positions you for long-term success.

Your story is about the people you cater to. Your customers are your hero, not your products. So instead of boasting about your products and services, talk more about the ways they are benefiting the real people. In fact, when you focus on your bigger story you don’t even need to create promotional content anymore as this content strategy helps you communicate your value proposition that further positions you for long-term success.

Type of Character- Sanguine

Example- Louis Vuitton

Louis Vuitton: Leverage Visual Content


Visual content is one element every business, irrespective of its size, needs to focus on. In fact, if you want to learn anything from Louis Vuitton’s content marketing strategy, this is it. As one of the most powerful luxury fashion brands in the world, Louis Vuitton once again taught us that “a picture is worth a thousand words.”

A very visual brand, this company posts inspirational images of their latest products on their social networks to connect with people. But it is probably their video content you need to take inspirations from. The company uses video creatively with a range of ‘short films’ posted on their YouTube channel. Each of these videos speaks volumes about the company’s latest fashion campaign and are really engaging. In fact, they are so engaging that you would like to click the share button and get excited for Louis Vuitton’s next big fashion piece.



Things to Learn: Online users today have short attention spans. Louis Vuitton uses this drawback to their advantage. With compelling visuals, they successfully capture the attention of their audience. I’ve already mentioned about the importance of embracing storytelling; now, make sure your story is totally relevant to your customers and is easy to share.

First things first, add some visuals in your content marketing strategy to attract your audience(s). Use market research data to create your own visualization such as infographics. Leverage the concept of customer generated visual content like photo competition where customers using your product share their photos on social networks to win goodies. Additionally, create some DIY and ‘how-to’ videos to give your brand a human face.

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