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Do companies have their own personality?
That depends on who you ask and what you're referencing. In 2010, it was ruled that a company is a person. The concept of Corporate Personhood says that (according to Wikipedia):
Corporate personhood is the legal notion that a corporation, separately from its associated human beings (like owners, managers, or employees), has at least some of the legal rights and responsibilities enjoyed by natural persons.
No matter what you think about that ruling, it's hard to argue that companies don't carry unique mindsets and goals. Affiliate marketers are no different, and your affiliate branding could probably use a little humanity. Branding sets your business apart from the millions of other businesses, influencers, and marketing professionals.
People support emotionally — and they buy emotionally — more often than not. There's a reason branding is such a frequently discussed topic in affiliate marketing. It's an industry fueled by trust, after all. Branding is what convinces your audience that they can relate to and should support your business.
How do you brand yourself in a way that builds limitless trust? You keep your business's identity the same every time it shows up in front of other people.
Creating a personality with your branding that shines across every place you market it is well worth the trouble, and we're going to tell you why (and how) in this blog post!
What Counts as Branding?
On a post in the impressive blog of beloved marketing genius Seth Godin, the word brand is defined as follows:
“A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer's decision to choose one product or service over another.
If the consumer (whether it's a business, a buyer, a voter or a donor) doesn't pay a premium, make a selection or spread the word, then no brand value exists for that consumer.”
When we say that branding is everything, we mean it. Your affiliate marketing brand starts and ends with you, your actions, and how you present your intentions.
A few critical components in your branding include:
- Logo
- Colors and themes
- Word choice and tone
- Production quality
- Fonts and typography
- Packaging
- Customer service
- Pricing
Most of all, you should think of your branding as the experience your business offers. It's the mindset you encourage, the promises you keep, and more. Visually, your brand gives people the chance to recognize you at a glance. What do your choices say about the character of your business?
What matters in branding is not just leaving an impression, but leaving a memory!
How Does Consistent Branding Boost Conversions?
A consistent brand boosts conversions by creating an emotional connection with your audience. When they see your emails in their inbox, they're moved to action. When they get that familiar greeting from you, they click through. When they land on your site and read your blog, they’re compelled and excited to click your affiliate links and make a purchase. They recognize your branding, trust your words, and are comfortable with their decisions in your hands.
Seamless branding is all in the service of building brand awareness. Brand awareness happens when a consumer thinks of you first when they need something in your wheelhouse. They check for your posts, your comments, your input, and your presence. They may even check your site or social media presence before they make big decisions.
Your audience becomes familiar with who you are, what you deliver, and why you're the optimal choice for their needs (or the person to lead them in the right direction). For affiliate marketing, that means they're clicking whatever link you offer up and are more likely to convert.
Consumers often pick the same products, services, and voices every time once they find the ones they like. It's notoriously hard to get someone to switch to another brand of shampoo or lotion, for example. Before someone falls in love with a brand, though, they need to feel emotionally connected to it. That's where seamless branding shines.
With the right branding, you can burn yourself into the minds of anyone interested in your niche (it's less painful than it sounds).
How Do I Build Seamless Branding?
Creating consistent branding gives your words and work personality and flow. You’re not just an affiliate marketing rep in a sea of other affiliate marketers. You're the guy that does those funny tech reviews, or the woman who mastered digital marketing and knows her way around SAAS. You're the person who tests products so consumers don't have to, and your origin story is legendary. People fall in love with stories, with personalities, and with consistency!
Branding done right creates:
- Emotional connection
- Brand recognition
- Brand awareness
- Brand loyalty
- Instant trust
- Easy word of mouth
- Higher conversions
Seamless branding is all about persistence and dedication. Some general tips:
Start Early
When you're beginning your affiliate marketing journey, one of the first things you should do is decide on messaging and brand identity. Let your first thoughts after your business plan center on the type of personality the company (or you) will put forward.
Stay Consistent
Once the brand tone and voice are figured out, stick to them across every area you market. The only way to build a dedicated following is to remain loyal to the messaging that attracted an audience in the first place. People are notoriously fickle about shifts in branding that they've put their trust in, so make changes with a tremendous amount of thought.
For success, your brand should stay visually and behaviorally consistent across:
- Social media
- Websites
- Advertising
- Anywhere your business shows up!
Get Inventive
It's 2020. There are few ways to really shine, but that doesn't mean you have to be boring. As you're injecting personality into your words, messaging, website, and more, think of ways to stand out. Getting creative can mean something as small as offering help in a niche way or approaching situations in ways only you could manage.
- Create unique email templates and subject lines
- Craft a specific style around your theme (Art of Manliness is an excellent example)
- Use a character to represent your affiliate marketing business
- Create a custom logo reveal for all your videos
Build an Experience
The easiest way to create a personality for your brand is by building experience for your audience.
If you do most of your affiliate marketing through a podcast, add your character to the ads! Most companies will have a specific script you need to read, but put your spin on it. If you have a horror podcast, make your ad reads creepy and somber. If you're a YouTube commentator, add your specific spark.
ASMR artists take the cake with this one. You haven't experienced relaxed shopping until someone whispers the values of audiobooks into your ears. Take a page from their book and customize the affiliate experience!
Final Thoughts
So, do companies have their own personality? Yes! Your company's brand is everything that makes up your business's voice, culture, and visuals. That personality is what will convince your audience to click your affiliate links and buy.
Branding is everything that makes your business approachable. It's what makes your business memorable. Remember that your branding builds:
- Emotional connection
- Brand recognition
- Brand loyalty
- Instant trust
- Easy word of mouth
- Quicker marketing
And you can get the best results from your branding efforts by:
- Starting early
- Staying consistent
- Getting inventive
- Building an experience
With the right amount of effort, you can endear your brand to your audience. Consider what unique aspect would make your affiliate marketing efforts stand out and how you can get them to stick in people's minds. Build an experience that your audience won't soon forget!
Do you have a brand identity? Would your audience recognize your branding no matter where they saw it? Let us know your favorite methods for standing out in the comments below!
