Does your brand have a personality?
Just like humans, brands must have a personality to be appealing. Think about the people you love and the attributes that make up their personality. More than likely words such as funny, generous, strong, smart, witty, reliable and sassy appear on the list.
It’s the unique combination of these traits that make us both individual and recognisable from one another. Successful brands all have a distinct and consistent personality that drives all communications with customers.
No matter what size your business is, having a clear and consistent personality will make you more relatable to your customers.
Discovering your brands personality.
From your logo to the language you use on your website, your brand is projecting a powerful persona. To map out what your brand personality is, so you can leverage its appeal, consider the following points:
- What does your brand offer to consumers and how is it delivered?
- How do you communicate with customers? What language do you use?
- What do customers value about your business?
- How do you differentiate your brand from competitors?
The answers will help reveal the qualities that will shape your brands personality. And remember design and communication must work together so both elements must reflect the same personality traits.
Let your personality shine.
Once you’ve identified a list of 3 – 4 traits for your brand you need to make sure these traits can be found in all your marketing activity. The different elements making up your personality can be emphasised to different degrees depending on the piece of communication and the audience.
For example if your personality is clever, cheeky, authentic and reliable for different communications could differ as below:
- Email to financial planners – dial up the clever and reliable element
- Online banner – dial up the spirited & authentic element
If you need a little help finessing or implementing your brand’s personality we can help with brand development and styles guides. Give us a shout firstname.lastname@example.org