Just as a writer creates a character with a unique personality, backstory, and set of values, a business must create a brand personality that reflects its core values, mission, and target audience.
The brand’s personality should be authentic, relatable, and consistent across all its interactions with customers, just as a well-developed character is consistent in their actions and words throughout a story.
Building a brand personality is an important part of creating a successful business.
People prefer to do business with other people not faceless corporates. Elon Musk has more followers on social media than Tesla or Space X.
Adopting a brand personality for your business means making your business more human-like and appealing to the characteristics of your target audience.
It involves creating a unique identity for your business that people can easily recognize and relate to.
What is a brand personality?
A brand personality is the set of human characteristics that are associated with a brand.
It’s the way that people perceive a brand, and it can include things like the brand’s values, tone of voice, visual identity, and messaging.
A strong brand personality helps a business stand out from its competitors and creates an emotional connection with customers.
So, how can you build a brand personality for your business?
Here are some key steps to follow:
- Identify your brand values:
- Your brand values are the principles that guide your business’s actions and decisions. They should be reflected in everything your business does, from the products or services you offer to the way you treat your customers. To identify your brand values, think about what’s important to your business. For example, if you run an eco-friendly clothing brand, your values might include sustainability, ethical production, and environmental responsibility.
- Develop a unique tone of voice:
- Your tone of voice is the way you communicate with your customers. It’s the language you use in your marketing materials, social media posts, and customer service interactions. To develop a unique tone of voice, think about your target audience and what kind of language they use. Are they formal and professional, or more casual and conversational? For example, if you run a children’s bookshop, your tone of voice might be playful and fun, using lots of puns and jokes to engage with your audience.
- Create a visual identity:
- Your visual identity is the way your brand looks. It includes your logo, color palette, typography, and any other visual elements that represent your brand. To create a visual identity that reflects your brand personality, think about the emotions you want to evoke in your customers. For example, if you run a luxury spa, your visual identity might be sleek and sophisticated, using a muted color palette and elegant typography to create a feeling of calm and relaxation.
- Consistency is key:
- Once you’ve defined your brand values, tone of voice, and visual identity, it’s important to be consistent in your messaging and branding. This means using the same language, colors, and design elements across all your marketing materials, social media channels, and customer interactions. Consistency helps build trust with your customers and makes it easier for them to recognize and remember your brand.
Which companies have built a strong brand personality?
- Coca-Cola:
- Coca-Cola is a great example of a company with a strong brand personality. Their brand values include happiness, joy, and sharing, and they use bright red colors and catchy slogans like “Taste the Feeling” to create a feeling of excitement and fun. They also feature happy people in their ads, reinforcing their message of spreading joy.
- Patagonia:
- Patagonia is a clothing company that has built a brand personality around environmentalism and sustainability. Their brand values include responsibility, authenticity, and quality, and they use messaging and visuals that reflect their commitment to protecting the planet. For example, they use recycled materials in their clothing and donate 1% of their sales to environmental causes.
- Airbnb:
- Airbnb is an online platform that allows people to rent out their homes or apartments to travelers. Their brand personality is all about creating a feeling of belonging and community. They use messaging that emphasizes the importance of connecting with other people and experiencing new cultures. They also use visuals that show people in real homes and apartments, rather than sterile hotel rooms, to create a feeling of authenticity and warmth.
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