Defining Your Brand Personality
First thing’s first, what is a brand personality?
A brand personality is a set of characteristics that describe “who” your brand is. It’s how you would describe a brand if it were a person.
So, let’s look at why it’s important to have a clear and impactful brand personality, and how to develop yours.
Your brand personality is meant to create an emotional response in your ideal customer, this is KEY because customers engage more with brands that they feel a connection with and relate to! Your personality makes your brand feel like a genuine connection, an investment in something authentic—it creates trust for your customer to want to spend their hard-earned money with you.
When cultivating your brand personality, think of it almost as though you’re building a character.
Values: First and foremost, consider your brand’s values and priorities. What fuels or motivates your brand, and how does that translate into “brand behavior”? If your brand had a mantra, what would it be? For example, if your brand values being Earth conscious, your packaging would prioritize sustainability and you may share educational content on your social media.
Communication: Communication includes your brand’s voice/tone, but it also encompasses the method and intent behind engaging with your target customer. Word choice should be intentional, but so should the types of conversations you hold. What does it feel like to have a conversation with your brand, and how are those conversations taking place? Examples: educating on a blog, feeling kindred via social media, feeling heard and understood via customer service outreach etc.
Demeanor: What is your brand’s vibe, or what type of energy does it give? To spend time with your brand-on your website, on social media, in-store, in your newsletter, etc.-should create a specific feeling. Is it a calm, easy-going experience, or upbeat and thrilling? In the friend group, is your brand the one you call for a good time or the one you ask to collect your mail while you’re on vacation?
Keep your eyes out for our upcoming Brand Personality Workshop which will cover how to implement your brand personality into your business operations. Let’s be real, building a character out might seem easy! However, we want to make sure that your brand shows up in the world as best it can!
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