A brand’s personality is the aspect that distinguishes it from all other brands in its category. It’s what allows consumers to recognize your business and differentiate it from the competition. A brand’s personality can be communicated through various ways, including visual identity, tone of voice, product design, and various marketing materials.
What is Brand Personality?
Brand personality is a cultural persona that an individual or organization projects to its audience. A brand’s personality often takes the form of a set of values, opinions, emotions, and behaviours. Indeed, brands are unique in communicating and interacting with the world, just like people.
The goal is to create a consistent identity, so consumers recognize your corporate image and product lines as unique from other businesses or competitors.
Why is Brand Personality Important for your Marketing Strategy?
Brand personality helps consumers better connect with whatever they are selling. It’s not just marketing speak; it’s real, and it can be felt, which makes it all the more powerful. It’s the foundation of every brand. This personality is created through your brand story, how you market your product or service, how you engage with customers, respond to criticisms, and everything else in between.
Developing a Brand Personality
Your brand’s personality can be developed in several ways; for example, your personality should reflect its values and purpose. As you are building your brand, it is important to think about who you are, what your values are, and what makes you unique from the rest, which will help to give you a better idea of how to define your brand’s personality. Here’s how you can create a good brand personality:
Decide What Your Brand Will Represent
Before deciding what kind of brand you want to be or what you want your company to stand for, you have to ask yourself some questions about your identity. Once you’ve figured out what your brand will represent, you’ll be able to define your brand’s voice. This will help make your content more cohesive and resonate with your target audience.
Write Down Adjectives that Describe Your Brand Personality
Your brand is more than the logo, messaging, and products you offer. It’s also the image you want to portray. Are you outgoing or reserved? Quirky or serious? Download our list of adjectives to help you define your ideal brand personality, then use them in your marketing materials to connect with customers on a deeper level.
Get to Know Your Target Audience
People in the marketing industry have been using focus groups for years to determine what customers need and want. But it is time-consuming, expensive, and usually yields biased results.
Quantitative research can help you discover the potential size of your market or other useful information. Combining both methods gives you a much better understanding than either one alone. Knowing how many people are struggling with a problem will help you formulate a solution.
Nail Your Brand Voice
As you know, a brand voice is crucial to the success of your content. If you don’t have a strong brand voice, you’ll never be able to create content that truly defines your company and generates leads. It’s extremely important to nail down how you speak to your customers because it will make all of your content more valuable. Here are some things to keep in mind when working on your brand voice: Be concise. Every word you write should be no-nonsense and direct. Show, don’t tell.
Example of Great Brand Personality
Famous brands have different brand personalities. Nike, for example, has always been a brand that is not afraid to take risks. They are always ready and willing to try new things. The Nike social media strategy follows this same fearless pattern. They have created a personified social media presence for their brand, one that is not afraid to talk back and engage on its level. This unique approach has been one of the key factors in their ongoing success on social media.
Whether you are trying to reach a new market or rebrand your current business, having an attractive personality is key. Need to up your branding game? Book a free strategy call or reach out to our marketing team to see how we can help take your business to the next level.
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