“Spicing” Up the Brand Personality

by Kristin Parrish

If you haven’t yet seen the Emmy winning Old Spice commercials in action and haven’t quoted the Old Spice Guy at least once in conversation over the past few months, you must be sleeping under a rock (well, okay, maybe only a few fanatics are actually quoting the commercials…).

Never-the-less, the Old Spice phenomenon has created a surge of conversation around virality and brand engagement with the online audience. But let’s talk about the brand personality, because – to me – that’s one of the main things that really made this campaign go big.

So, what makes a great brand personality? (let’s see)

– Authenticity: Companies like Sharpie and VTech (an Ogilvy client) have recruited either internal brand fans (like @SharpieSusan) or external fans to actively get involved in social media conversation. These individuals are fully transparent with the audience, helping the audience to understand where they come from and how they can relate. Maria Pilar Clark, the VTech Mom, is a mom of two and loves helping her kids learn, so she has a great connection with other moms interested in VTech toys.

– Consistency: Talk about consistency – how does 205 Old Spice videos sound?? Whatever your brand personality is, make sure you keep it consistent. Don’t be the voice of the Old Spice Guy one day and Jimmy Fallon the next. Think about the conversations you plan to have through the eyes of your brand personality. Answer a few of the questions from Brian’s Solis’ new book, Engage:

If the brand was a person, how would it appear? How would it sound? How would it interact with others? How would others describe it?

Then keep that in mind whenever you create your content and conversation.

– Engagement: As John Bell mentioned in his CNN Commentary, the Old Spice campaign actively listened to the audience and engaged on a one-on-one basis with some of the audience members through direct video response.)

– Entertainment Factor:Whether you are creating a new drama skit every day/week like the Old Spice Guy, sharing new Sharpie art work or simply bantering back and forth with others, your audience will come back if they like what you’re giving them. This goes back to the ever-present value exchange — what is your audience looking for? What will make them come back to your brand time and again? Now add in your brand personality and ‘voila!’ you may just have entertainment!

– Versatility: Expand your brand personality’s horizons from commercials to direct response viral videos, from a Twitter handle to a personality column in the consumer e-newsletter. (*LIGHTBULB*) From an online presence to an offline presence! A great example: If your bored, or need some more Old Spice entertainment, go ahead and create your personalized Old Spice voicemail…

Of course all this goes back to your brand definition. Make sure you understand your brand’s core values, it’s history, it’s business and communication objectives as you look to define (or spice up) the brand personality in social media. To help with this understanding, check out Brian Solis’s Brand Reflection Style – a great way to map out your brand’s personality and persona.

http://blog.ogilvypr.com/