Think of your brand as a real-life person. Is it a man or a woman? Adventurous or youthful? Smart or funny? Eccentric or down-to-earth? Essentially, what attracts you to people is the same thing that attracts you to a brand: its personality. Brand personality is how your business shows up in a room full of competitors and its job is to keep your business on customer’s minds and always speaking to their wants and needs (Hey, Amazon!).
Just like a person has moods and characteristics that can control the energy of a room, your brand personality tells people how they should feel about your products or services. The goal is to play matchmaker between your brand’s personality and its target audience, thus becoming the yin to their yang.
Read on for the 3 ways you too can bring your brand to life by adding a dose of personality:
Give It a Face. The face of your brand is ideally who your target market relates to. Adding a face to a name, like a cool character as your logo or your own face as a mainstay on your blog, helps you brand an identity that people can vibe with and enjoy. They will in turn want to learn more about how they can be a part of it more and build a relationship with your products and services. And of course, it doesn’t hurt for the face of your brand be easy on the eyes (wink).
The “face” of your brand is the unique design style consumers will be able to spot a mile away. Brands such as Nike, Starbucks, and Apple have created brand personalities that are now household names because they honor the law of consistency. To ensure your “face” is memorable, keep it constant with your brand’s visual elements, such as typography, colors, and imagery. On top of to-die-for products and services, your unique look will help you create a recognizable and relatable identity that people can vibe with and enjoy. Once you’ve got a winning combo, your customers will want to stay forever.
Define Its Personality. Personality is where the magic is. After all, a face without a personality is just #basic. Decide on which of the five dimensions of brand personality fit your brand the best:
- Excitement: daring, carefree, youthful
- Sincerity: Kind, down-to-earth, thoughtful
- Ruggedness: outdoorsy, athletic, tough
- Competence: Successful, influential
- Sophistication: Elegant, prestigious, charming.
Like attracts like, so it’s a no brainer that customers are more attracted to investing their hard-earned money into a brand that tickles their fancy.
Tell a Story. We all love a good story. When we meet someone, we see their face, get a sense of their personality, but when they have a good story behind those good looks and captivating demeanor, that’s icing on the cake! Craft your narrative to teach people the message of the brand, what they will experience when using your product or services, and how you’re making a mark on the world. Give them something they’ll never forget.
When your personality shines through your brand, you’ve undoubtedly got something special. That’s why you should make sure it fully represents who you are, what you do, and how you’ve just simply got it going on. Shoot for that WOW factor that nobody can deny.
In one word, what’s your brand’s personality? Share with us in the comments below!