People tend to engage with those they like, know, and trust.

We also personify things, and look for the human elements in non-human things, like businesses and products.

One of the key ways to differentiate your brand is to set out your brand's personality attributes. A strong brand persona is vital for effective engagement through channels such as social media.

A facebook page or twitter account is an opportunity to use a brand voice to create conversations as though your brand is speaking directly to your audience in a one-on-one way.

Here's why having a strong brand personality is so important:

It helps your audience to connect with your brand on a personal level and share your success because they like your ethos.

It creates engagement by establishing a shared aspiration or value between your audience and your brand.

It adds value to your audience's interactions with your brand, helping establish and maintain positive dialogue.

It boosts word of mouth referrals because when your audience feels like they know your brand, they're more likely to refer leads your way.

Creating a strong personality for your brand is something that takes time and genuine strategy. The first step is identifying your current brand personality so that you can explore avenues to connect more effectively with your audience.

So are you:

Conservative/progressive?

Playful/serious?

Stylish/practical?

Predictable/surprising?

Extroverted/introverted?

Casual/professional?

For example, Apple is know for its personality attributes of being innovative, stylish, intuitive, cool, casual, easy-going and friendly.

Be honest and build an accurate picture of who your brand is.

Once you have identified your brand's personality as it currently is, you can explore ways to develop the tone of voice that is an appropriate extension of your brand and reach your audience on a human level, encouraging them to talk back.