Identifying your brand’s personality is critical to generating a response from the consumer.
In order to create your brand’s personality you first need to review who you are, what’s your brand purpose, how you want your customers to feel about you, and what your brand values are.
Your personality is an extension of your brand purpose, vision, mission, and values.
The more you’re able to communicate your personality, the better odds you will have of building a valuable connection with the customer.
Once you have clarity about why you exist and what you’re trying to do, next you need to determine which of these 5 personality types best reflects your brand.
Is your brand Sincere, Exciting, Competent, Sophisticated, or Rugged?
- Sincere brands are: honest, genuine, heartfelt, gracious, and passionate
- Exciting brands are: intense, energetic, joyous, imaginative, and enthusiastic.
- Competent brands are: knowledgeable, professional, trustworthy, reliable, and strategic.
- Sophisticated brands are: stylistic, luxurious, cultured, exquisite, and exceptional.
- Rugged brands are: adventurous, strong, tough, confident, and outdoorsy.
Once you have clarity on which personality type represents your brand, let’s begin to refine it.
Step 1: Start by choosing 10-15 adjectives that support your brand’s personality type.
Then gather your team and have each of them choose the top 5 that resonate with them the most.
This should help you narrow it down to the most obvious 3-5.
Step 2: Create a persona for your brand.
If your brand were a person, who would that person be?
Is it a high-performance athlete, a well dressed proper gentleman, or a carefree laughing child.
Visualizing a fictional personality type will help you determine who your brand is made for.
Step 3: Decide who you want to be to your customers.
What type of personality would they search out when they are in need of help, or when they want to have fun?
Ask yourself “I’m the one that’s __________.” When you’ve filled in that blank, you’ve provided your potential customers with a clear and easy-to-understand differentiator.
If that quality aligns with them, they will become more attracted to your brand.
Now, keeping in mind who your fictional persona is, and who you want to be to your customers.
Take those 3-5 adjectives you’ve defined and describe your personality into a simple description.
Keep this description to one or two tight sentences.
The goal is to articulate your brand personality in a way that is quickly and easily understood by your audience.