And it’s also the foundation of your brand’s personality. Once you view your mission through the lens of your brand vibe, you’ll start to hit on some brand personality traits. Maybe your company is driven and benevolent. Or empowering and bold. A brand personality can provide the basis for a client relationship and can drive loyalty. It can also provide a point of differentiation as no two personalities are ever the same! 5 steps to define your brand’s personality. Gather Feedback. Talk to your customers and team members to get their feedback. Brand personality is the combination of characteristics that form your brand's distinctive character. It shapes how customers see your brand and how you differentiate yourself from your competition. One of the most well respected and widely used models for defining brand personality is the Aaker model.
Brand Personality Definition Brand personality refers to human characteristics associated with a brand. They’re expressed as adjectives that convey how you want people to perceive you (e.g. Cheerful, youthful, dependable, friendly, responsible, sophisticated and so on). When creating a brand strategy, it is important to define why the brand exists (purpose), what it promises to deliver (proposition), and how it behaves and communicates – or in other words, its personality. In fact, your personality is one way you can differentiate your brand to make sure it stands out in a competitive marketplace.
Most marketers know that customers are looking for that unexplainable thing that connects them to a brand. Nobody wants to buy from a boring company, no matter how great the product. However, brand personality is something that entrepreneurs and business owners often overlook. This is a big miss, because the reality is that a brand’s personality can drive sales and promote lifetime customer loyalty. Where many marketers struggle, however, is proving this to their boss. But, we’ll save that for another blog. Here are five ways to define your brand personality.
- Define Your “Why.” This might seem obvious, but it’s not easy to put into words. Anybody can sell products, but what makes your business unique? How do you differ from the competition? For example, everyone knows GoPro is known for capturing intense moments of adventure, but they really just sell cameras. Since day one, Apple’s had a hold on the young and tech-savvy outcasts, but they simply started out selling computers. Talk to the founders of your business and discover what inspired them to start the company. Identify the reasons why employees are drawn to the company and why consumers should choose you over your competitors.
- Identify Your Ideal Customer. Part of determining your identity is knowing who you’re selling to. Trying to appeal to everyone is exhausting and unproductive. So, what kind of customer do you identify with? How old are they? Who do they aspire to be? Go be that. Define your ideal customer and then select some of their personality traits that you can reflect in your own brand personality. Then, just by being you, you’ll attract the right customer that you can market to, without feeling forced.
- Remain Consistent. One major problem brands encounter in their marketing is not maintaining a consistent disposition across all platforms. Discrepancies in fonts, brand colors and logos are all too common, not to mention inconsistencies in the brand’s overall message. This is a major brand faux pas. Projecting a clearly defined and unwavering brand personality is crucial. Know who you are, project it to the world and stick to it.
- Create Personality-Driven Content. Some brands simply exude personality in everything they do, and some brands need to develop brand-only content. This means creating content that simply tells your brand story. Use your customers who exemplify your brand personality to create an army of ambassadors who can tell your story. Your goal here is to build a brand through communicating your values to the world.
- Form Strategic Brand Partnerships. After your brand personality is established in the industry, look for other companies with similar personalities and values. When appropriate, there may be an opportunity to form strategic partnerships and cross-promote. This strategy only reinforces your brand by aligning with another brand with similar beliefs. It’s also a way to quickly increase your exposure.
It’s always a good idea to regularly asses your brand personality and evolve with the ever-changing market when needed. If you need help getting the ball rolling, we’re here to help. Connect with us today!
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How To Define Your Brand Personality
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