How do You Play the Role of Your Brand?

Nowadays, brands like to build brand-personification on social media platforms. But What’s brand-personification and how to shape it? Please follow me.
Brand-personification, refers to the sum of values, characteristics, attitudes and styles of a brand. There are three aspects for the performance of brand-personification on social media (especially in WeChat) as following.

1. Focus on topics and contents
How to pick topics and hot spot to spreading a brand reflects the inclination of the operator. In general, we suggest to avoid spreading some malicious, vulgar or negative energy hot spots, which will destroy brand-personification of a brand. By the way, we should keep that expressing positive values and spreading positive energy as one of advertisers’ missions in mind.

2. Expression, language style and views/values output
“Attitude” is a word that is unpredictable, just like a Chinese talk show host said, “Life is a kind of like pee into the snow in a dark winter night. You probably made a difference, but it's really hard to tell.” We prefer to take personal attitude as the process of how do you think and how would you say about it. How do you think about a thing up to the brand-personification of a company. The core of how would you say about it is “speaking as a person”, which means operator should present his viewpoint and attitude.

3. The friends’ circle of a brand
There is a character of brand similar with human, it has relationship circle on social media platform. For example, WeChat public account interactive communication is recessive. It’s easy for companies to ignore the friends’ circle in WeChat because of the privacy and originality of WeChat.

Brand social-personality and the relationship with fans
Birds of a feather flock together. Fans show the convergence of a brand, which based on the cognition of contents, motivation of activities and identification of values. The focused user from activities is the weakest relationship which is easy to loss. The loyalty users are from the recognition of brands knowledge contents, values or the demand of their service.

What a data would bring to the social-personality of a brand?
There are two figures which easily overlooked by WeChat operator. The fans-grow in general non-activity reflects brand’s influence. The unfollow user in general non-activity relflects users’ quality and loyalty. At first, we can realize proactive personality and passive personality of your brand through digging social data. Proactive personality means brand personification image shaped by the brand initiative according customers. Personal title, topic contents focused by the brand, language styles and attitudes are included. Passive personality is you have no behavior, cultivating the users’ recognition of the brand naturally. The most typical case is Kodak, whose passive personality reminds people think of film and the roadside photo shop. The charming of data is we can collect them and realize the proactive personality and passive personality of a brand through them, then structuring proactive personality more targeted and efficient. For example, a brand released several different types of topics, we can know which type would be more popular from tracing data. It must possess abundant subjects of focused contents to define a complete personality, which is a part of structuring social personality.