Brands have personalities just like humans do. But if you’re a little unsure how to define your particular brand personality, you’ve come to the right place.
A brand personality involves the human characteristics of a brand, which your customers can relate to and connect with. Every brand can and should have a voice, color and other attributes that evoke different emotions.
Without a defined brand personality, consumers will have a harder time figuring out whether you’re the right business for them. That’s definitely not a decision you want to complicate.
On the flip side, a strong brand personality can increase your brand loyalty and customer retention. (Check out our six tips to create brand loyalty for your business.)
Remember, your brand only has seven seconds to make a good first impression.
About 46 percent of consumers in the U.S. say that they would pay more to purchase from brands they can trust. In addition, about 64 percent of women and 68 percent of men have felt an emotional connection with a brand. This can occur when you grow interest, trust and optimism from your potential customers and customers.
Essentially, there are five types of brand personalities:
- Sincere, generous, thoughtful, honest, wholesome, cheerful, down-to-earth, warm and value-oriented (such as Cadbury, Hallmark and Amazon)
- Excited, easygoing, lively, trendy, imaginative, spirited, daring, intrigued and youthful (such as Mountain Dew, BuzzFeed, Red Bull, Tesla and Nike)
- Rugged, rough, outdoorsy, adventurous, athletic, tough and sporty (such as Jeep, Harley Davidson, Woodland and Yeti)
- Sophisticated, elegant, luxury, charming, high-class, timeless, glamourous and renowned (such as Dolce & Gabbana, Mercedes, Chanel and Rolex)
- Competent, accomplished, reliable, successful, intelligent and authoritative (such as Google, Microsoft, Volkswagen and Intel)
Not only does a defined brand personality resonate with your target audience, but it also can set your marketing strategy path. Once you know “who” your brand is, the opportunities to share that become clearer. Your brand’s personality will help you make the best decisions for every aspect of your business.
The following are five steps to determine your brand personality and better connect with potential customers.
Understand your target audience
So much about branding drills down to the people you’re hoping to reach and serve with your products and/or services.
By digging into the demographics and behaviors of your ideal customer, you can get a better sense of how your brand could relate to that customer. The more relatable you are to him or her, the better.
Keep these questions in mind:
- Who is your audience?
- What journey are they on?
- What are their core desires?
- What are their characteristics and behaviors?
Not exactly sure who your target audience is? Our seven tips can help.
Identify your brand’s role
Once you understand your target audience, it’s time to determine what role your brand should fill for them. For example, your brand could be your audience’s guide, motivator, friend, protector, inspiration or something else.
Before you jump to any conclusions, consider how your products and/or services affect your customers’ lives. Here are a few questions to help you identify your brand’s role:
- Is your brand more of a leader, or does it play a supporting role in customers’ lives?
- What special effect does your brand create in your customers’ lives?
- If your brand had a personal relationship with your ideal customer, what type of relationship would that be? A family member? Friend? Someone else?
Brainstorm related characteristics
Once you decide on your brand’s role, list out all the characteristics that role exemplifies as it relates to your target audience.
Don’t hold back when listing characteristics. The point is that you get every thought written down. Quantity over quality.
Once you’ve exhausted all possible ideas, review your list and fine-tune it. Highlight what really speaks to you. Consider whether there are any related characteristics before you narrow down to your favorite characteristics that resonate most for you.
Visualize your brand personality
It’s time to create a mood board to visualize your brand personality, starting only with your favorite characteristics that you brainstormed earlier.
In the simplest sense, a mood board is a collage that contains a variety of images, text and any other items that ultimately will define your brand and communicate your brand personality. It also can help bring this developing personality into focus.
You can easily create a “mood board” using Pinterest, where you can easily pin visuals that represent your characteristics. The goal here is to bring your brand personality to life.
Just like when you were brainstorming characteristics earlier, now is the time to gather more than you need and then fine-tune to what feels best to you. This can include images, colors, visual metaphors (such as a tiger for being “fierce”), art, words/quotes, letters, texture, patterns and shapes.
Also, be sure to include any brand guidelines, such as your brand colors, fonts, logo and any other related brand materials that you have. If you are still developing your official brand, our nine expert tips can help.
Develop your brand voice
Now that you’ve visualized your brand personality, you need to develop a brand voice that supports and conveys that.
How do you speak to your target audience? Once you have an idea, it’s time to outline specific guidelines that highlight your tone, the type of multimedia images you would share and even jargon use, among other considerations.
Your brand personality can be pivotal in helping you stand out from your competitors. It’s worth the time and effort to understand it for yourself so that you can then communicate it through every asset in your digital marketing efforts and beyond.
Of course, we recommend setting a brand style guide to keep your brand personality, voice and more consistent across platforms and over time. This consistency empowers a stronger digital marketing strategy.
Check out our five tips to create a brand style guide.
As you begin to nail down your brand personality, consider optimizing your digital marketing process. This includes such features as automation, audience segmentation and enhanced email marketing capabilities, to name a few. DailyStory can help. Schedule your free demo with us today.