How To Get Your Audience To Recognise You Every Time Using 3 Words And A Doppelganger

I’m listening to Duke Special on Spotify right now. I’m pretty sure that even if he wasn’t playing a tune I knew, I’d know it was him.

If you’re not familiar with his music, here’s a sample.

I’d know it was him because:

1. He sings in a distinctive Northern Irish accent
2. There are bass drums and trumpets playing in the background
3. There’s a cabaret sound to his music
4. It’s just obviously him

Could the same be said about your business or brand?

Is there something just obviously ‘you’ about your online communications? Is your voice consistent across your social media posts? Your emails? Your videos?

If it isn’t you could confuse your audience, your customers and you could send out the wrong message about who you are.

In an ideal world, we’d all be as recognisable as Duke Special, no matter where our audience encountered us. We’d all have a strong brand personality.

That sounds like hard work…

But it doesn’t have to be.

I have a method that I’ve been using with clients that can help you define your brand personality and make it consistent in all your communications, even if you outsource some of that work to others.

It’s a simple technique, but it’s surprising how challenging it is.

Are you ready? Let’s go…

STEP 1: These Three Words

Is it possible that 3 words can define your business personality? I say yes.

Three words don’t seem a lot, we’re used to writing hundreds or thousands of words, but it’s enough to define your brand.

Your task is to select the 3 words that will represent the personality of your brand online.

Are you: Quirky? Grumpy? Expert? Helpful? Likeable? Funny? Professional? Controversial?

Are you stuck?

If you are finding it hard to define your three words look around at other brands. How would you describe them?

For example:

I’m taking inspiration from bigger brands because they get it right (most of the time). They have whole teams of people working on their brand personality.

If you can de-code what they are doing, it’s easier to apply it to your own business, no matter how small or large.

Still stuck?

Find a brainstorming buddy

It’s much easier to find your three words when you brainstorm with someone else who knows your business. Can you recruit a member of staff or a business buddy to work with you?

Review your existing work

Start by looking at your existing communication, your website, your blog posts, your videos, your social posts and your emails.

Which of these represents your brand best? What words would you use to describe the language used in those communications and the personality that jumps out?

If no personality emerges, you need to start from scratch.

Ask, how would you like others to describe your business?

It requires some brainstorming but it shouldn’t take more than 20 minutes to find your words. 

Do they fit the tone of this blog post?

If you work by yourself print out your words on an A4 sheet and pin them up where you will see them each time you write or create for your business.

Check your work against the words before you publish, does it fit?.

If you work with others responsible for online communications, you’ll need the second step.

STEP 2: Who is your celebrity brand doppelgänger?

You have your three words but if you work with others, you can pair these with a celebrity brand doppelgänger. This will help you relate your brand personality fast.

A what now?

A celebrity brand doppelgänger is a well-known figure of your choice embodies your three brand words. It needs to be a celebrity that your team are familiar with. This means they will be able to picture them and even hear their voice in their head.

Along with your three words, your doppelgänger will make it easier for your team to infuse your brand personality into the content and communications they create.

My celebrity brand doppelgänger is…

Dave Gorman (He’s a British comedian, this is him in action)

You now have:

• Your celebrity brand doppelganger
• Three brand words

Create a print out that includes both and distribute it to everyone who communicates on behalf of your business. Talk them through how to use them.

You should also include some examples of your brand personality in use. This will make it easier for them to implement.

STEP 3: Check-ups

You’ve done the work. While it’s fresh in your mind create as many template emails and communications as you can.

This will help keep you on track.

Even with all this work, you’ll find that after a while, your defined personality will drift.

That’s why it’s important to do a quick, regular check on your content. Is it still speaking in a consistent brand voice?

If not it’s time to remind yourself and your team of the basics and once again, while it’s fresh, create additional templates that will help you stay consistent.

That’s it. 3 quick(ish) steps to defining a brand personality as strong as Duke Special’s. 

Let me know how you get on, drop into the Digital Marketing Superheroes group and let us know what 3 words and celebrity brand doppelgänger you chose.