Brand Personality – The Character of Your Brand
What is Brand Personality?
Brand personality is the set of human characteristics you assign to your brand. It's how your brand "feels" and comes across to your target audience.
Just as people have a certain charisma, way of speaking, and behaviors, your brand can also radiate certain characteristics. Think of professional, adventurous, reliable, playful, or inspiring.
Also read: Brand Values and Brand Identity.
Why is Brand Personality Important?
People do business with people – or with brands that feel human. A clear brand personality ensures that:
- You create an emotional connection with your target audience
- Your brand is distinctive, even in a saturated market
- Your communication becomes more consistent
- You become more easily recognizable, regardless of the channel
You create an emotional connection with your target audience
Your brand is distinctive, even in a saturated market
Your communication becomes more consistent
You become more easily recognizable, regardless of the channel
Want to know more? Also read: Authenticity in Branding and Consistency in Branding.
The Building Blocks of Brand Personality
1. Core Values as Foundation
Your brand values form the backbone of your personality.
2. Tone of Voice
How you speak and write says a lot about your brand. Is your tone businesslike, informal, motivating, or challenging?
3. Visual Style
Your photography, colors, and design contribute to the perception of your brand. Also read: Signature Style and Visual Language.
4. Customer Experience
How customers feel when they interact with your brand strengthens or weakens your personality.
How Do You Determine Your Brand Personality?
- Describe your brand as a person
What characteristics would he or she have? - Look at your target audience What type of person best matches their expectations and desires?
See also: Target Audience. - Choose 3-5 key words Keep it manageable so you remain consistent.
- Translate to your expressions Let your personality come through in your visuals, texts, customer contact, and even product offerings.
Describe your brand as a person
What characteristics would he or she have?
Look at your target audience
What type of person best matches their expectations and desires?
See also: Target Audience.
Choose 3-5 key words
Keep it manageable so you remain consistent.
Translate to your expressions
Let your personality come through in your visuals, texts, customer contact, and even product offerings.
Example
A brand personality could be: Creative, Engaged, Inspiring, Entrepreneurial, Warm.
This means your visuals are colorful and energetic, your tone of voice is positive and motivating, and your customer contact is personal and thoughtful.
Common Mistakes with Brand Personality
- Choosing too many characteristics – This makes your brand diffuse.
- Not implementing consistently – Personal in emails, but distant on social media.
- Only working visually – Personality must also be present in behavior and tone of voice.
Choosing too many characteristics – This makes your brand diffuse.
Not implementing consistently – Personal in emails, but distant on social media.
Only working visually – Personality must also be present in behavior and tone of voice.
Conclusion
Your brand personality is what people feel when they experience your brand. It's the human side of your brand and largely determines whether people want to connect with you.
Want more depth? Also read:
