Most of the global brands have a personality. Just as a person with a good personality is usually the one who can impress by his or her physical appearance and mental strength, similarly, a brand that is capable of connecting with the audience has a brand personality.
Marketers create brand personality by assigning human positive characteristics to a brand. This way, a brand can ‘behave’ and ‘speak’ to the people and especially to the target audience. If your brand shows some intended personality traits, it will help in connecting your business with the target customers. They will relate to your brand.
A strategically created brand personality evokes positive emotions from the potential customers. This ultimately helps build brand equity.
However, brand personality should not be confused with a brand image. While brand personality is about the emotions that it evokes and the characteristics it represents, a brand image reflects the functional and physical attributes of a brand.
All the global brands can be examined for their brand personality. For example, Dove brand evokes the feelings of feminism, wholesomeness and celebrates a body. Some brands such as Lonely Planet carry the characteristics of being daring and independent. Similarly, many brands such as Lego, Pixar and Apple get appreciation from their customers for being original, creative and having a vision.
So, remember that if you wish your brand to build an emotional relationship with your target audience, it must first ensure building a strong brand personality for raising brand awareness. Then, you can hope to establish a long-term relationship with customers and secure their loyalty.
Here Are the Ways to Turn Your Company into an Impressive Brand Personality
Know Your Brand Personality
What comes to your mind first in response to the question that what your business is actually all about? Can you describe your business in adjectives and can you make their list. These words will be the identifiers around which you can work out a plan to identify your brand personality. You can pick an adjective and associate it with a brand archetype. But zero-in on the accurate adjectives that can showcase your brand in the best possible way. How about using some brand archetype quiz to get an idea of your brand personality.
Put in Place a Style Guide
Once with the help of the adjectives you know the brand personality, make sure that the core characteristics of your brand are reflected across different media and platforms. To ensure the consistency, create a style guide. The guide must describe each element such as colors, typefaces, images, logo design, slogans etc and the way they should be presented. The guide will help you keep the consistency of colors, typefaces etc elements in all your marketing materials including logo, business cards, websites, leaflets, stationery etc.
Take for example the Visual Assets Guidelines of Google/, which elaborates on each detail to create the visuals so that consistency is maintained across all media.
Brand Personality and Brand Identity Should Go Together
Brand personality and brand identity should go hand in hand for the desired results. This means that the core characteristics of your brand, that make the personality trait, should also represent and express the vision, values, and mission of your business. Your potential customers must be able to connect the two when they interact with your brand.
For example, McDonalds brand has a brand personality of being happy and fun. This is because the company offers fast food that is for instant gratification and the company targets the young people. So, there is a connect between the brand personality and the brand identity. Make sure that your brand personality is implemented everywhere in your advertisements, social media and other aspects of marketing your business.
Tell your Brand Story
To create your brand personality, one of the key tips is to narrate your company’s story to the people. Tell them about how your business idea was conceived, the hurdles it faced, if any, and why your offerings are credible, relevant and universal. When creating your commercials, use references and good feelings, emotions and other storytelling elements to engage people.
Involve All of Your Team
You will need help from all of your team members, staff, and friends and may be family to build a strong brand personality. You should ask them to give their perspective of the brand. Request them for their fresh insight about your products or services. Some of their ideas may be revolutionary for creating an effective brand personality that people want to connect with.
Give a Human Face to Your Brand
Determine the ways to project your product or service relevant and useful to people’s lives. Your brand must have a face that people can connect with to build an emotional relationship. When telling the story of your brand, insert some interesting humanized elements.
Explore your Surroundings
If you are looking for some inspiration to create your brand personality, then just look around. Your own staff may be a source. Your brand can reflect your employees’ values, wants, and lifestyle. Sometimes, your surroundings are a better source of ideas rather than following some theoretical concepts rigidly.
In conclusion, to start and run a successful business over the years, your brand personality must connect your potential customers with your company and the product or services it offers. But make sure that the elements of your brand personality are consistent all across your marketing materials and the platforms for building a brand loyalty.