Discovering Your Brand Personality: The Secret recipe for a Stand Out brand
In this blog post I wanna talk about something that often gets overlooked during the branding process, but is crucial for your business success—brand personality.
Brand personality can be a confusing concept. Brands aren’t sentient beings after all, so why would they need a personality? To make the concept easier to understand, you can think of brand personality like this: if your brand walked into a party full of all your dream customers, what kind of vibe would it immediately give off? Would it be the life of the party, the reliable friend, or the sophisticated mentor?
Your brand personality is the unique mix of human traits your brand embodies, making it relatable and memorable to your audience. Knowing exactly how you want your brand to present itself in the online space can help you create branding and marketing that connects deeply with your target audience; and deeper connections mean greater brand trust and loyalty!
Ready to learn more about this fascinating branding concept? Let’s get stuck in!
first things first, What Exactly is Brand Personality?
Brand personality is, in it’s simplest form, how your brand would act and relate to the people around them (your audience) if it were a person. It’s the unique combination of traits, emotions, and characteristics that your audience associates with your brand due to your graphic design, copywriting and other marketing materials.
This personality shouldn’t be just a random set of traits; it should be a deliberate and strategic way to make your brand stand out in a saturated online market. Imagine your brand as a character in a story—what are its quirks, its strengths, its voice? That’s your brand personality!
This can be difficult to define if you’re a personal brand (a coach for example, or even a designer!) so think of it like your work personality. You wouldn’t show up to a corporate office in last night’s little black dress covered top to toe in glitter - so if your business serves a similar client, you shouldn’t show up in your brand that way either!
Why Does Brand Personality Matter to small business owners?
Your brand personality is the heart and soul of your business and should be the core of your marketing and communications strategy. Your brand personality shapes how your audience perceive you and how they connect with you, and how they will eventually decide to buy from you.
When your brand personality is correctly highlighted through your brand design, website design, copy and marketing, it can create a deep emotional bond with your audience which leads to them becoming loyal fans and customers. A strong brand personality can differentiate you from competitors, making your brand not just another option, but the preferred choice.
how to uncover Your Brand’s Unique Personality
Know Your Audience
Understanding exactly who you’re talking to is the first step of any successful brand. What are their likes, dislikes, values, and aspirations? Your brand personality should resonate with them in a deep way.
Define Your Core Values
What does your brand stand for and why does it matter? Are you all about innovation, trust, fun, or maybe elegance? Your core values will guide your personality.
Look at the Big Brands
Take a peek at some well-known brands for inspiration on brand personality. Apple, for example, is innovative and sleek, Coca-Cola is friendly and nostalgic, and Harley-Davidson is rebellious and adventurous. What’s your brand’s vibe?
Consistency is Key
Once you’ve outlined your brand personality, make sure it’s reflected consistently across all your marketing channels—your website, social media, customer service, and even your product packaging.
Bringing Your unique Brand Personality to Life
Your brand personality should shine through in every interaction your audience has with your brand. Here’s how to make that happen:
brand Visuals & marketing design
Use colors, fonts, and design elements that reflect your personality. If your brand is playful, bright colors and whimsical fonts can do the trick. For a more serious and professional vibe, go for muted tones and clean lines.
tone of Voice & copywriting style
Your brand’s voice is how you speak to your audience. Is it casual and friendly, or formal and authoritative? Make sure your tone matches your personality.
create well-aligned Content
Create content that aligns with your brand personality. Share stories, images, and messages that your audience can connect with on an emotional level.
The Magic of a Strong Brand Personality
A well-defined brand personality can transform your business and it’s marketing. It can make your brand feel more memorable, foster trust and loyalty with customers, and ultimately drive more sales. Your brand personality is what makes your business human and relatable. It’s what sets you apart and makes your audience feel like they know you, and more importantly, like you.
So, go ahead and inject some personality into your brand. Let it be the charming, quirky, reliable, or sophisticated character that your audience loves to engage with.
If you need a fun, easy way to get started on uncovering your brand personality, try my free brand zodiac quiz! This quiz will help you uncover your brand's personality traits and give you some cosmic insight into your business. It only takes about 5 minutes to complete so get stuck in to learn your brand horoscope.
