Personalisation to Align with Your Brand

Chatbots are coming up in the world! Most brands use them as handy customer-facing tool. However, the most effective chatbots are those that reflect the brand’s identity in their personality and can be used as part of a marketing strategy instead of simply information-giving machines.   

A clear and concise message

A brand’s identity isn’t created overnight. It takes a lot of time and effort across multiple channels, platforms and departments. Consistency is paramount; it’s important that you coordinate your tools, techniques and marketing when driving the brand to both new and existing customers.  A central focus for the identity should be the clear and concise message you want to promote. 

So when applying your brand’s identity within the context of a chatbot, it needs to adhere to your existing standards in aesthetics and language. Create a personality for your bot by using tone, mood and style.  In certain use cases, avatars can be used to emulate a more personable feel.  

Emotional connection

For a user to achieve the purpose of their contact, engagement – a very living action – is required. To be fully invested in the interaction, the user must feel some sort of emotional connection.  

Translating a brand identity into a chatbot opens new possibilities of engaging with your customers. Deploying a bot is a way of marketing your brand, like your customer service. If you’re known for having great customer service, you can bet that it contributes to your positive brand image. The same applies to your bot. 

The rules of engagement

It’s certainly not easy to implement a bot that your customers will love, but some of these rules should help you along the way.  

• Personalise the bot while staying on brand.  
• Vary the style of communication depending on the task the customer wishes to carry out. 
• Use visuals to maintain the personality. A simple emoji can add a bit of something extra to the conversation. If you are creating an avatar, make sure you inject some personality into it too.  
• Don’t forget your Ps and Qs. Your bot should show some humility when requesting information and gratitude when a human completes a desired action.
• Keep it light unless the situation dictates otherwise. 
• Build different scenarios against different customer personas. 
• Optimise, optimise and optimise! Ensure that your bot is improving and maintaining your brand standards to meet your customer needs.  

Your customers want to get to know your brand so harness the power of personality to create a great bot. Then, use your bot to build great relationships and this, in turn, will build a great reputation.