Consumer trust is one of the most important aspects of what makes a brand survive the distance, over the last few years we have seen countless heads lines of brands such as Facebook, Tim Hortons, Loblaws, and Volkswagen as consumers run towards or away from these brands. In a recent survey, over half of customers polled revealed that they tend to buy from a brand with a big personality.
The study found that 57.5% of customers buy from brands with strong personalities, whilst 51.2% of people have purchased from a brand because of the way they spoke online.
Survey results also revealed that 29.9% of people wouldn’t be influenced either way, and just 12.7% of people said they would be less likely to buy from brands with a strong personality.
Accord to some findings from Adzooma – 35.1% of people preferring brands to talk in a friendly and conversational way.
Additionally, 13.1% of people prefer a professional tone, 13.1% of people preferred a fun or ‘quirky’ tone, 2.4% of people preferred a sarcastic tone and 21.4% of people prefer a mixture of all.
Getting the wrong personality tone wrong can also cause the loss of customers, as 55.7% of people have unfollowed a brand for the way they speak online.
No brand can be loved by everyone
Essentially, everyone’s different and there’s not a single person loved by everyone. Results by Adzooma also found that 55.7% of people have unfollowed a brand because of the way they spoke online. Perhaps this signifies a need to be true to the brand
The global pandemic could also solidify the need for brand personas – there’s been a huge boom in local buying, particularly within the food industry. Approximately a third of households increased their digital spend, while 38% of consumers said they will continue to buy from the same stores they visited at the beginning of the crisis.
Of the personalities Adzooma questioned in their survey – one received a more negative response than others. This is brands that are ‘over the top’ and post memes in an effort to connect with Gen Z audiences.
Do you know when to or not to turn it on? The survey shows that 31.4% of people said that they wanted brands to speak in a mixture of different personalities. This doesn’t mean be sarcastic one day and friendly the next – as this is likely to confuse customers and branding.
So, does using a strong personality for a brand, also mean posting about politics? The last four years has seen politics enter conversations at all levels,
In a previous survey, Adzooma found that 43.5% of people thinking that it is just a way for customers to jump on the bandwagon.
In addition, politics can worsen customers’ opinions of a brand and potentially damage your online engagement, as 42.3% of people will unfollow a brand for speaking out about politics.
However, it can increase sales, with 63% of people more likely to buy from a brand that speaks out about politics, but only if customers agree. If they didn’t, 67.5% would be unlikely to ever buy from your brand.
Hence, for those who really want to engage with customers on social, it might be worth considering having a strong personality but avoiding politics.