Every brand has a personality, it is something that makes you attractive and unique among your peers. From vibrant logos to catchy taglines, if you think that is what defines a brand personality. You’re wrong, It goes beyond that. Even when two brands offer similar products or services, the audience can relate to only one of the two. Wondering, why? Brand personality is what brings a difference between them. Customer will purchase a product from the brand that is more relatable to them. When a person is choosing a product it all comes down to brand personality.
What is brand personality?
If you’re still wondering what is brand personality? To put it in simple words it is the personification of a brand by attributing human characteristics to it. It is important to understand that brand personality and identity are not the same. Brand identity is more about the voice or image of a brand i.e., social media presence, blogs, colour choices, images etc. Whereas the brand personality is more about the emotional connection. They are not the same but interlinked. To make it simple the idea of brand identity is important to define your brand’s personality. It is not an easy feat to build the personality of your brand. But it will offer benefits for your business in the long run. The personality of your brand highly depends on how your customers pursue it.
Why is it so important?
Companies are faceless and not everybody loves interacting or purchasing products from them. Nothing is appealing about it as they can find these similar products from any others. But when you make them humanely with emotions, it would become easy for your customers to interact and relate with your brand. When the communication between the customers and the business is successfully established everything else will fall into it the place and will take your business to the next level. Let’s talk with an example, have never purchased a product because of its compelling marketing campaign? You must have.
Brand personality is also something like that, it demands customers attention and mostly it plays a huge part in brand experience. Personality should be memorable and generate positive responses and associations for a business. Logo, personality, uniqueness, nature, style, communication are all the necessary ingredients to make your business a success. If your company doesn’t have a personality it becomes hard for your customers to understand your motives and beliefs.
For most companies, the personality will grow naturally once they start to interact and understand their audience. You need to understand your targeted audience to create a brand personality they would relate and admire. There are different categories in brand personalities such as youthful, rugged, trustworthy/thoughtful, elegance, allure etc. If you think the concept of brand personalisation applies to all companies irrespective of their size.
How it can benefit your business?
Every day hundreds of people across the globe are starting their own business. Thanks to globalization you have competitors everywhere if you want to stand out in the crowd then your business must have a unique personality. Your brand personality should match wavelengths with your targeted audience. If most of your audience or youth then opt for a youthful, spirited or carefree personality. If you know your customer preferences and shape your brand according to it then your products will appeal more for your audience.
You can use brand personality to create emotional connections with your audience. It can make your brand desirable for your audience. When you have established clear communication and build an emotional connection, it becomes easy to understand your customer’s ever-changing preferences. Every business has some beliefs and values, your brand personality should reflect all of them. For example, you believe in saving the environment and make nature-friendly products. If your targeted audience also believes in the same then you have a competitive advantage over your competitors. Create great ad campaigns that can help you in building a stable and sustainable relationship with your audience.
There are many big brands such as Apple that have used the power of brand personality to send across the powerful message of why mac is better compared to the traditional PC. The tone of a brand plays a huge role in customer relationships or their experience. It also helps in establishing excellent marketing strategies. Believe it or not, people will only show interest in your products when they find your brand socially visible. It can add involvement, interest. Brand personality amplifies experiences and brand’s perspective. It gives a brand the chance to express itself and build relationships and understand your customer. It is impossible to copy a personality, as it has its voice.
How to create a brand personality?
If you’re wondering how to create a brand personality, then here are a few ways that could lend you a helping hand. Follow these ways to avoid pitfalls and build a better brand.
Talk to yourself
Before creating a brand personality that pleases your audience it is important to understand yourself first. What are your values and beliefs? If you don’t make an effort in understanding yourself, you would never understand your targeted audience. Most brands decide who they want to be after the launch, but the intended message needs to be altered again. So, it is better to analyse your wants and preferences beforehand to avoid any disturbances. Mark your priorities, emotional appeal and specialities to create a framework and the rest will automatically fall into place. Remember, you are selling brand not just a product. So, when you understand your priorities it will make your work easy and clear.
Message
Make sure that you construct your message. If your message is not clear then your customers or targeted audience will also not understand the essence of it. There is nothing more hurtful than a message lost in transit. A message if communicated properly can bring the right attention to your brand. If you want your message to reach your audience then you must craft it with expertise in the simplest way possible. Crafting is not the only thing that will get your job done. What is the point of sending the message across at the wrong time? Because if you send it at the wrong time, your audience will miss it, right? So, do your research and know what timing is best to exhibit the message. And also see posting how frequently will be helpful for your business. Everything from your fonts to colours matters while crafting a message.
Consistency
You have worked so hard to establish your personality and brand identity. If you’re not consistent then your audience will forget you. Don’t want that to happen, right? So, the only option for you is to stay consistent. If you commit to your strategy and stay on course with it, there will be many positive changes in your business and it can help you in understanding whether your audience is receiving the message or not. You can even experiment with your content to see how well they are receiving it. Experimenting will help you in understanding your audience preferences. It will help you in knowing what part of your strategy is not working and fix it.
Know your audience
If you understand your audience then you can not only cater to their needs but also work on your brand personality too. If you know their preferences you can put together good material that will escalate your brand’s image. Everybody enjoys something that is unique, innovative. So, present their preferences from a fresh point of view. When you know your targeted audience, you will give your best to make things work.
Tone & feedback
It is important to have a tone for every brand. How do you want your brand to sound? Funny? Serious? Thoughtful? The tone is what makes your audience feel closer to your brand. It will reflect your personality and can bring a difference in how your audience sees you. The best option is to blend it and make it both fun and professional. The tone will give your brand human characteristics and make it as human as possible. The tone of the brand has the potential to change lots of things.
Not every customer will like what you do. But it ok. People have different opinions and there is no rule that everybody should like the same thing. But what is important is you must be able to accept constructive feedback. It will help you in understanding how people are pursuing your brand and understand their preferences to make yourself better. Respond to reviews as they will help you in improving your business.
Conclusion
Nowadays people rely more on machines than humans. In such an environment when a brand interacts with its audiences humanely then, people will be more drawn towards such brand. When there are emotions involved the outcome is always good and people mostly make decisions based on emotions rather than logic. So if you’re planning to build a brand, then it is a must for your first work on your brand personality to connect better with your audience.
