Like it or not, your business already has a brand personality

what is brand personality

Your customers already have a relationship with your brand based on the clues you give them.

What is Brand personality: the clues to detect it

Here are just a few of the clues that contribute to how your brand personality is perceived:

  • The words, images and colours you use.
  • The type of products and services you provide.
  • How you behave – in public and behind the scenes; when things go well and when things go badly.
  • The type of people who already buy your products.
  • Where you are based – your nationality, origins and culture.

All of these tangible and intangible clues add up to a picture in the minds’ eye of:

  • The people behind the business.
  • The brand personality.

And this perception of your brand personality will influence customers. Your brand personality will help determine if your brand becomes a brand of preference, rejection or indifference. Simply because customers prefer to buy from people they like.  That’s why you need to create a brand personality that resonates with your core customers.

How do I work out my brand personality?

Firstly, remember 3 things:

  1. It takes time to build trust in your brand personality.
  2. Your brand personality is intangible yet it is possible to measure progress.
  3. How your brand personality is perceived by your most important customers is what counts most.

Secondly, let’s take charge and start to shape those perceptions.

1. Benchmarking your favourite brand personality

Stop for a moment and imagine your favourite brand is a person. What sort of person? Are they male or female? How old or young? What is their attitude to their customers? How do they make you feel?

There are no right or wrong answers – simply your perceptions of each brand personality and how that makes you feel. Just write down a few words that sum up each brand personality. Try these brands to start:

  • Apple
  • Microsoft
  • Samsung
  • O2
  • EE
  • Virgin
  • Body Shop
  • Sainsbury’s
  • Tesco
  • Waitrose
  • Dulux
  • Crown
  • Benetton
  • Uniqlo

2. Your brand personality

Imagine your business is a person. What type of person is it?

If you own a small business it may share some of your own personality traits. We can see this at work with some big companies too. The personality traits of the founder or the person who is the driving force of the business are now associated with the brand personality. Think about the personality characteristics of:

  • Richard Branson and Virgin
  • Michael O’Leary and Ryanair
  • Steve Jobs and Apple
  • Bill Gates and Microsoft

Write down the list of characteristics that sum up how you want your brand personality to be perceived by your very best customers in 2-3 years.

Then choose your top five brand personality traits – the ones that describe your business alone.

3. Bring your brand personality to life

  • Check that your brand logo, strapline and colour palette fit your brand personality.
  • Only use the words, tone of voice, images, typography and colours that consistently reinforce your unique brand personality. This is now an essential part of your brand strategy and plan.

If you get stuck, seek help from a branding specialist.

As branding specialists, we offer packages to help review your branding, brand strategy and brand personality.

Let’s start work on your brand personality now!

If you know a business owner who would find this post on brand personality useful, please do share it with them.

Read more: Our Brand Personality Questionnaire

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