Have you ever thought about how people think about your brand and what emotions and feelings they associate with your brand and its products and services? You see, deep down people want to connect with people, not products or services, so they have a tendency to create an emotional connection with your brand. If you are serious about building your brand, then the very first step is to define your brand personality. Let’s get started.
The first thing to understand is that a brand personality is not the same as your personality or your employee’s personality. A brand personality is the way your business expresses and represents itself to your audience. A brand personality is also how your audience perceives your brand and how your brand differentiates itself from the competition. Think of a brand personality as an emotional association with your business from the consumer’s mindset.
Building Your Brand Character
What Words Best Describe Your Brand? If you were to envision your brand as a person, how would you describe them? The best way to begin building your brand personality is to create a list of descriptive words or adjectives that will personify your brand.
Take a look at the adjectives listed below and then create a list of adjectives that best describe your brand.
Identifying Your Dominant Brand Personality Trait
When you are creating your brand personality, start by thinking about how you want your audience to think about your brand. Often a brand personality mirrors the personality traits of its target audience. One thing for sure is that you will want to emphasize a specific personality trait.
Now that you have your list of descriptive words, take a look at the personality traits below. What brand personality trait most represents your business? Does one trait stand identify with your word list more than the others?
Exciting brands are carefree, playful and often youth oriented
Sincere brands are kind, thoughtful and family oriented
Tough brands are outdoorsy and athletic
Competent brands are influential, knowledgeable and leaders in their industry
Sophisticated brands are elegant, luxurious and prestigious
Amplifying Your Brand Personality
When you looked at the brand traits above, you might have thought that your brand is Sincere, but it is also Competent and Sophisticated. Unfortunately trying to portray multiple personality traits can lead to confusion in the mind of the consumer. It’s really best to choose just one dominant personality trait and then amplify this one personality trait though your businesses messages, graphics and brand imagery.
By amplifying one distinct brand trait throughout your marketing materials and ad campaigns, your brand image will soon stand out and create an emotional connection with your target audience. Be bold, be creative and develop a brand personality that is just as vibrant, original and as unique as your own unique personality.