It can be challenging to decide how to pick a brand personality or even how to define brand personality. Personality is very important to branding. It's also important to people, because it defines our sense of self. We tend to connect with people whose personalities don’t clash with our own. And this is true of brands as well. In this movie we will discover how to identify your brand personality.
- Everyone has their own unique personality. It's the nature of being human, and personality is very important to our sense of self, to how we differentiate, and it serves as a way to build friendships. We tend to connect with people whose personalities don't clash with our own. This idea of personality holds true with brands as well. Various studies suggest that consumers prefer brands with personalities that match their own, much like how they select their friends. Whether or not a brand tries to define its personality, it has one, and this is because people are great at personification.
We'll apply human like traits to brands even if we don't mean to. But personalities are complicated. It's hard enough to concretely describe our own personality and now I'm about to task you with describing that of your brand. But hang in there with me, we can still distill this down so that you can influence your brand's personality. For starters, we really only need to establish a personality type. Because people are incredible at personification, they'll fill in all the gaps and nuances that make up a personality. This is really similar to the notion of a frame of reference.
Provide enough cues and the mind makes the remaining connections. Your brands personality starts with those core values. These serve to guide the brand towards a personality type. Once you know your personality type, you can embody those characteristics in your branding. The way way you message your content, frame your imagery, and what your brand does, or does not do, will establish that personality. So, let's discover your brand personality. To do this, I'll be presenting you with a list of a few common personality types.
Your goal is to look at your core values, and then ask the question, do these core values typically exist in someone with this personality type? The first type is sincerity. This is your down to earth, transparent and old fashioned brand. There's a routine to this personality and a timeless sense of tradition. Next is excitement, think trendy, edgy, young, and hip. This personality trait is outgoing, imaginative, and independent, it can be high luxury, or a hometown adventure.
There's really this sense of innovation and impulsiveness. Moving on, we have competence. Imagine established, smart, loyal, and hardworking. There's a sense of confidence and a belief that your best interests are in mind. Next is distinction, this is pure class, all charm and suave as can be. There's an air of sophistication, glamour, and smarts. And finally, ruggedness. This demonstrates tough, weathered, or active.
It doesn't have to be worn and western, it could be high impact and long lasting. Now, you're free to blend these personality types, but work to boil your brand into a describable type. You may wanna spend some time looking at other brands, and defining what you see as their personality. Pick a personality, own it, and make is resonate throughout all of your branding.
Explore best practices for researching, developing, visualizing, and managing your brand, and learn about incorporating your brand throughout various customer touchpoints and keeping tabs on your brand as your company grows.
- Components of branding
- Creating a brand strategy
- Conducting a brand audit
- Crafting your vision statement and selling position
- Evaluating brand visuals, colors, and language
- Enhancing brand touchpoints
- Measuring brand loyalty and equity