If you want to grow your brand on Twitter, I recommend that you ask yourself the following important question: Does your Brand talk?
If your Brand is Old Spice, you would say yes. Terry Crews is Old Spice. Old Spice is Terry Crews. Check out a few examples of the kind of discussions you can have with Old Spice:
The Terry Crews/Isaiah character has become so successful for Procter & Gamble, that they are borrowing it's equity to spice up their other brands including Charmin and Bounce.
The Terry Crews/Isaiah character has become so successful for Procter & Gamble, that they are borrowing it's equity to spice up their other brands including Charmin and Bounce.
But, if your brand is Axe, you would probably say no. Can you even associate Axe with any specific face or character? I certainly can't. And that's because Axe positions themselves as the guy's wingman helping him navigate the mating game.
I went to the most obvious place to see a Brand's Voice come to life (Twitter) and looked at the Axe brand's tweets. Here is what I found:
Who is DanwithAxe? A hired hand? Doing a simple Google search for DanwithAxe, I found the answer:
Now, which brand has the most Twitter followers? I'm sure you can guess this one.
But knowing Twitter followers is not the ultimate way to measure a Brand's success, which brand has the greater market share?
Brand Characters can be a very effective way to execute your Twitter strategy. My former CMO, Mark Addicks, agrees that Brands should really consider Brand Characters. Just look at all the Brand Characters General Mills adopted to represent it's brands: Lucky Charms, Trix, Pillsbury, etc.
But, many times your Brand's Character may not be suited to talk. I remember back when I worked at Procter & Gamble for the Mr. Clean brand, Mr. Clean was a mute character associated with his magic rather than his voice. Unfortunately, I believe this has a significant limiting effect on the level of engagement consumers can have with the Brand.
Let your Brand Characters talk. Look what Mr. Mayhem has done for Allstate and what the Gecko has done for Geico.
Here is the one main question I recommend for deciding on your Brand's Character: Imagine a future moment when your brand is responding to thousands of tweets per day, who would be your brand?
I went to the most obvious place to see a Brand's Voice come to life (Twitter) and looked at the Axe brand's tweets. Here is what I found:
Who is DanwithAxe? A hired hand? Doing a simple Google search for DanwithAxe, I found the answer:
Now, which brand has the most Twitter followers? I'm sure you can guess this one.
But knowing Twitter followers is not the ultimate way to measure a Brand's success, which brand has the greater market share?
Brand Characters can be a very effective way to execute your Twitter strategy. My former CMO, Mark Addicks, agrees that Brands should really consider Brand Characters. Just look at all the Brand Characters General Mills adopted to represent it's brands: Lucky Charms, Trix, Pillsbury, etc.
But, many times your Brand's Character may not be suited to talk. I remember back when I worked at Procter & Gamble for the Mr. Clean brand, Mr. Clean was a mute character associated with his magic rather than his voice. Unfortunately, I believe this has a significant limiting effect on the level of engagement consumers can have with the Brand.
Let your Brand Characters talk. Look what Mr. Mayhem has done for Allstate and what the Gecko has done for Geico.
Here is the one main question I recommend for deciding on your Brand's Character: Imagine a future moment when your brand is responding to thousands of tweets per day, who would be your brand?
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