How To Find (And Use) Your Brand Personality
If you were to define your brand to a total stranger, what would you say? Odds are, you’d start talking about your logo and what your company offers its customers. But your brand is so much bigger than its advertising components. Your brand is a collection of beliefs, values, emotions, expectations, and guidelines that you follow in every business decision. Your brand dictates how to connect with your audience. It dictates what kind of employees you hire and who you are most excited to work with. Essentially, if your company were a person, your brand would be its core values.
What’s a Brand Personality?
But your company cannot stand on core values alone. Every great brand has a strong brand personality. This personality attracts customers to your business over other similar businesses. To get a solid understanding of what is meant by a brand personality, let’s look at Coca Cola and Pepsi. Both companies have very similar brands. They offer similar products at similar price points. The biggest difference between the two brands is based firmly in their brand personalities. Coca Cola is traditional and classic. If you close your eyes and think of Coca Cola, you might imagine polar bears or classic glass bottles being popped open by a jolly old St. Nick. Pepsi, on the other hand, is young, vibrant, and fun. Pepsi is far more likely than Coca Cola to use celebrity endorsements or modern music in their commercials. In recent years, Coca Cola has been inching toward Pepsi’s brand personality, but it’s still considered the “classic” choice. Coca Cola’s personality is reserved, classic, quiet, and professional, while Pepsi is outgoing, fun, and energetic. These personalities dictate everything from their marketing to their customer base.
How To Identify Your Brand’s Personality
Once you have a firm understanding of your brand’s personality, you’ll be better able to target market and drive sales to your ideal audience. The easiest way to determine your brand’s personality is to imagine your brand as a person and then identify their individual personality traits. One way to do this is to get a blank piece of paper and write opposite traits on the left and right sides. For instance, write “outgoing” on the left and “reserved” on the right. Fill the page with as many conflicting personality types as possible. Be careful not to vilify any traits. For instance, don’t say “nice” and “mean.” If you want to express that your company is nice, you could use the opposing terms, “friendly” and “quiet.”
Once you have your complete list, rate your brand on each contrasting trait. Do you fall on one side of the spectrum or are you in the middle? Any traits that fall squarely in the middle will be less important to your brand personality and story than the ones that fall far to the left or right side. Pay attention to these traits, as they are your strongest brand personality traits.
How to Use Your Brand Personality
Once you are familiar with your brand personality, use it to your advantage. Here are some ways your brand personality can enhance your marketing efforts.
It Can Build Brand Connections: Your brand personality likely matches the personalities of many of your customers. If you are able to adequately show off your brand personality in your marketing, you can instill loyalty in your audience and make them feel more connected to your brand.
It Can Enhance Product Features: Energizer found a way to personify its brand personality with the Energizer Bunny. Not only does the bunny adequately represent the personality of the brand, but it offers a tangible expression of Energizer’s battery life and stamina.
It Can Help You Understand Your Customer: Instead of spending a lot of money on focus groups to find out who is primarily attracted to your brand, you can look to the brand itself. Analyze the brand personality traits you want to personify and use them as the basis for your marketing campaigns. Bonus: Your brand personality also offers insight about where your ideal customer is most likely to consume media (and see your advertising).
It Makes Your Company Memorable: Just like that friend with the quirky laugh, a business with a strong brand personality is memorable. Being the brand with the best offering is not enough in a crowded market. You also need to be memorable. Shout your brand’s personality from the rooftops and you will certainly be remembered.
It Conveys Stability: A consistent brand personality (that is integrated throughout your website, social media channels, marketing, and other outlets) shows your audience that you have thoroughly developed your brand and you are not going anywhere. This stability may be the deciding factor when choosing your company over another competing business.
Regardless of how you define your brand’s personality, it’s essential that it have one. SImply having a brand identity is not enough when it comes to scaling your business and establishing yourself as a strong, stable company in your industry. Want to learn how brand ambassadors can help establish your brand’s personality or raise brand awareness? Call Modern Promos today.