- Now that we have looked at our brand and identified the character archetype that we believe best represents our brand, it's time to assign a few personality words and tonality words to make that character ours. I like to choose about three personality descriptors and three tonality descriptors. Personality descriptors are shorthand words that work together to describe the character of the brand. Think of it like describing the personality of a friend or family member or a person you admire.
How would you describe him or her? You're now doing that same thing for your brand. If your brand were a person, what would be the words that you'd use to describe him or her? What is this person like? How would you describe this brand if it were a person? Tonality descriptors are shorthand words that work together to describe the tone of voice for your brand. If you were describing the above friend or family member or person you admire, you'd start with the personality descriptors and then you describe the way that this friend talks or writes.
What do they sound like? What is their style of speaking? What is the energy of their voice? So go ahead and write a bunch of personality descriptors and a bunch of tonality descriptors and once you've done that, start kind of clustering them and seeing if you can consolidate them to three or maybe four words that describe the personality and three or maybe four words that describe the tonality. If you're having trouble doing this, then one approach to get you unstuck is this.
Instead of going so far as to boil it down into one word, write a phrase or a sentence about what kind of person your business would be. Come up with three of them, three of those phrases or sentences so always loves to party might be one and then, once you've done that, once you have about three of those that kind of surrounds the personality, see if you can boil each of those down to a word. So for example, if one of my phrases were the kind of person who always takes the high road even when or especially when no one is looking, I might make the personality descriptor for that phrase, noble.
Or if the tonality phrase is speaks to you as a peer would speak to you, not as a teacher or mentor would speak to you, I would put for tonality descriptor either friendly or informal. What's useful about designating your brand's personality and tonality is that it can become a guide for you and for others who speak and write for your brand, so that, in all of your brand's touchpoints, whether it's copy or social media or direct mail, even just how the phone is answered and what your email signature includes, it can all speak as a single personality with a single voice.
When a brand comes across in a consistent way, it feels more like a real person and that breeds liking and trust and credibility. It helps your audience to bond with you in the way that they bond with a person.
In this course, branding expert Lindsay Pedersen explains how to create a compelling brand strategy that gets results for your organization. She demonstrates how to properly frame your strategy and covers brand positioning, discussing how to climb a benefit ladder and determine your position. Plus, she shows how to create a personality for your brand, choose the tone, and create an activation strategy.
- Framing your strategy
- Crafting your brand promise
- Defining your brand character
- Activating your strategy
- Identifying your plan of action