Whether you’ve put conscious thought into it or not, your holistic business has a brand personality – and it’s probably closely aligned to your own.

While talking to natural health and wellness clients about their marketing messages, it often occurs to me that not all of them are aware of the personalities their brands convey. And even fewer actively incorporate this more touchy-feely aspect of communication into their marketing decision-making.

Those that do really stand out. Off the top of my head, I can think of a supplement brand that relishes its reputation as champion of the people, another one with a quirky sense of humour, and a business coach who’s passionate about sharing her laid back approach to getting things done.

Without asking them, I’d hazard a guess that all three of them have deliberately decided to highlight these aspects of their own personalities in their marketing. I’d also be willing to bet that the decision has paid off for them in spades.

On the other hand, running my natural health marketing consultancy and copywriting business for more than 15 years means I’ve also encountered umpteen people who’ve introduced me to their businesses by listing their products, services and locations without mentioning a single thing about what they stand for.

WHICH PARTS OF YOUR PERSONALITY SHOULD YOU SHARE?

The secret to adding a bit of brand personality to your own marketing is to be both genuine and selective.

I find that’s especially important for those of us who are heart-centred or driven by a sense of calling around our work.

Because, if the personality traits your business wears don’t align with your own, you won’t be able to carry it off, and you’ll come across as awkward at best or untrustworthy at worst.

But you don’t need to get overly intimate and tell us everything about yourself either.

Hone in on aspects of your brand personality that make your business a logical choice for your ideal clients and shine the spotlight on that. In particular, focus on aspects of who you are and what you and your brand do that are likeable, relatable or aspirational.

If you need some clues, ask your satisfied clients what makes them feel good about doing business with you. Their answers might surprise you, because despite what your website and other marketing material might currently say, your clients probably don’t choose you because you understand the technical ins and outs of whatever it is you specialise in.

It’s more likely that they love doing business with you because you’re the supplement brand that shares tips for getting kids to try new foods, the coach whose calmness is contagious, or the practitioner who demystifies the complexities of the human body while cracking dad jokes.

There’s your brand personality right there. Milk it!

Your brand personality is just one of several aspects of your marketing strategy that contributes to the success of your supplement brand or natural health and wellness practice. If you’d like some help refining yours, please get in touch with me for a chat.