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brand personality cover image

Brand Personality- How to create one?

Having a clear brand personality creates an identity which can be memorable, growing customer loyalty and making a brand people are passionate about.

brand personality cover image

We can create a personality without even meaning to, for example, through the tone of voice and language you use across your brand’s channels. When the personality of a brand is taken into consideration, you can present how you would like it to. However, if it is not well thought, you can be seen undesirably, or even have others influence your brand’s personality. It’s all about understanding who you want to be, and how you want people to see your brand.

 

What is a brand personality?

It is the way you come across to consumers, customers, or those who see your messaging. It influences the way people think about your company, and often a brand personality captures the target market’s attention. Every brand has a personality, if they mean to. This applies across the board, with companies of all sizes, whether it is online or in person. For some, a personality may be fun and represent a quirky side to the company. Also, for others, it may be trustworthy and more serious. Creating, improving and carrying a brand personality throughout all channels can take businesses to new levels of success.

When brand personalities are not consistent that can confuse and deter customers. (For example, if they are fun and interactive on social media, but serious and unhelpful in person) It’s vital to manage it across channels, regardless of the number of platforms, writers or members of staff.

 

Deciding your brand personality

Before deciding, research and make sure it will help you meet your objectives.
The first step is to map out your customer base and aligning this with what you are selling or trying to promote. From here, you can decide what kind of voice you should use to capture this audience’s attention. Furthermore, you need to work out how you can implement this across channels to present a unified brand image.

Think about your company and its story. How would you describe your brand to somebody who had never heard of you?

There are many types of personality, with conscientiousness, extraversion, agreeableness, neuroticism and experience being the five main ones. For your brand, you can amend it slightly to become an excitement, competence, sophistication, hardiness and honesty. These are all desirable traits, which you can need to implement into your content.  If it does not communicate them, customers, or potential customers, may believe you do not have these personality traits.

Personality v Identity

Brand identity and personality are very different. Personality is the emotional association people create with a brand, while identity is created by a business to relate to their target audience. While they work together and interlink, a brand identity also includes brand fonts, logos and website design.

 

Acting on brand personality

Once you have selected the right personality, you can shape your brand around this. Here are just a few areas you can implement into your project:

  • Brand font
  • Colour schemes
  • Imagery
  • Content alignment and use of space
  • Brand content and messaging

Photo by Noah Buscher on Unsplash

brand tone of voice cover image

Brand Tone of voice: How Can Brands Benefit?

A brand tone of voice is vital in creating a memorable and relatable company. While many sees a logo as a pivotal part of branding, this is only one small part of it. How potential customers and audience members view a brand is a bigger picture. The tone of voice makes a brand seem likeable, or if done badly, may deter business or damage brand loyalty. 

What is a tone of voice for a brand?

The tone of voice is the way you communicate. It creates a memorable brand personality which works to differentiate you from competitors. For some companies, this will be a light hearted, comical approach, perhaps making jokes and tapping into trending topics. Whereas others may opt to communicate in a more serious, informative tone of voice. A brand tone of voice is effectively the style in which you communicate. It should be designed to capture the attention of your target market. You need to taking their preferences into account and using feedback to adapt and perfect your approach.

brand voice loud speaker

Photo by Oleg Laptev on Unsplash.

Where should you implement your brand tone of voice?

A brand tone of voice should remain consistent across channels, meaning customers know what to expect and become familiar with this. With more channels than ever before, a tone of voice is used to represent any company, business or brand in the public domain. From website content, to social media channels and even the way the receptionist speaks when people call. Importantly, these should be guided by the brand’s tone, representing a consistent voice.

How do I decide on my brand’s voice?

The first stage of deciding on a brand’s voice is to research. Do market research and understand what your target market prefers, and how they respond to various types of voice. 

Next, do internal research. If you have previous content, do an audit to understand its tone and how well it was received by your target market. How much consistency is there? If there isn’t consistency, is this something you can manage? Perhaps having multiple content creators has resulted in various content styles, so introducing brand guidelines could help to manage this better. Speak with your writers to discuss ideas and work out the best way to proceed.

To gain a better understanding of the tone of voice, you should use to represent your brand, ask yourself: 

  • Who is my target market?
  • How would we like to come across?
  • Are we presenting an authentic image of our brand?
  • What kind of personality would we like to present?
  • What brand voice have we been using previously?

You should also keep a close eye on the content your competitors are producing, and the ways their audience engages with this. Are there any styles of content you could emulate, or are there any tones of voice you would like to avoid? There are multiple methods of reaching the same market, so there is no wrong answer with this. It’s important to learn from your competitors’ mistakes to avoid you having to make the same ones.

While one company may use a comedic approach to content creation, having a more serious, trustworthy approach may work more effectively for a different company. Don’t be afraid to try something you believe may work, particularly if the tone of voice looks to be successful from your research.

Cover photo by Jason Rosewell on Unsplash

design books you should read

Design books what every designer should have

Design Books

In order to help you with your designer journey, I have decided to collect the best design books that I have read. If you a graphic designer who tries to learn the fundamentals or expand your knowledge, then read any accessible book is one of the best ideas you can have.

Being a self-taught graphic designer, I know how important it is to know the design fundamentals. I came along on the path where I did not know what should I know, use, and even think during the design process. I had a copy of Photoshop and started using it. However, owning a software doesn’t make you a designer. I am specified in logo design and brand identity design, so the vast majority of the design books on the list relate to this topic.
Please, note that the following list is based on my subjective opinion.

Lets, see the list of the design books.

Design Elements: Understanding the rules and knowing when to break them – Timothy Samara

This book covers all the design fundamentals from working with basic shapes, typography, and colour applications. You can learn about composition, layout, and design hierarchy. The second edition includes the 25 rules of good design and explains why they are so important. You can only break a rule what you already know. This graphic design book includes all the fundamentals, this sits on the top of my list.
Follow this link to buy the book.

Work for money, design for love – David Airey

If you are a designer who is starting a new business, you need this book. Everyone talks about designs itself. Why is a logo design good or bad, but no one really talks about what to do when you decided to start your own empire? This book’s content is easily digestible and provides real-life examples of how to start as a designer.
Follow this link to buy the book.

Logo Modernism – Jens Muller & R. Roger Remington

This book is huge I mean it is very hefty. Only buy it if you have enough space on your shelf. However, if you have space, you won’t regret the purchase. This logo design book includes approximately 6000 trademarks and symbols from 1940 to 1980. If you need inspiration for your next project, this book is probably the first what you should open.
Follow this link to buy the book.

Brand Gap – Marty Neumeier

You know how to design nice things and craft logos. But you are at the stage when started thinking more deeply what the brand is and how to build one. Creating a brand involves creative and strategic thinking, and this book shows you how to bridge the gap between the two. You will learn about disciplines of a brand-building and the most important questions what you need to ask about any brand.
Follow this link to buy the book.

Zag – Marty Neumeier

Nowadays, making a logo design is an easy thing to do. You can buy a software and start messing around and finally you can get something. However, crafting a logo that identifies and differentiates a business and solves its problems is the hard part of the story. How do you solve problems? Firstly, you are diagnosing the root problem. Secondly, you can easily fix the well-diagnosed problem. Every solid brand needs a brand strategy. The brand strategy will give you the answers for the Who? Why? What?
Follow this link to buy the book.

Design Brand Identity – Alina Wheeler

You are at the place when you learned that creating a logo is more than a drawing and using some software. In this design book, you will learn how to create a strong brand identity. Gives you insight from research and analysis through launch and governance and show you how you the best practices that help to build better brands. Also includes 30 case studies of top brands from various industries.
Follow this link to buy the book.

LOGO Creed: The Mystery, Magic, and Method Behind Designing Great Logos – Bill Gardner

Ok, if you are specified within the design field for logos, you should have this logo design book on your shelf. Logo Creed shows you how to navigate the discovery process from research, reading the air for clues, and making the best use of budgets, to knowing what sort of mark to create. You will learn how to identify the most potent ideas, brainstorm effectively by yourself or with others, recognize the components of great logos, and understand how to distil ideas down to the very best solution. This book is highly beneficial for students, self-taught designers, and those who never stop learning.
Follow this link to buy the book.

Grid Systems in Graphic Design: A Handbook for Graphic Artists, Typographers, and Exhibition Designers – Josef Muller-Brockmann

During the logo design process, sometimes we are given the opportunity to use grids for our works. The grids will give your logo a nice aesthetic. It will help your designs to be just perfect. In this book you can see examples of grids being used. Furthermore, it will help you understand how grids work in typography, print, and web design. 
Follow this link to buy the book.

Thinking with Type: A Critical Guide for Designers, Writers, Editors, and Students (Design Briefs) – Ellen Lupton

If you are a graphic designer, you will come across of need for knowledge about typography. Without a strong typography skill, you will have a very hard time creating letter based logo designs and print designs or even web designs. Typography is the essence of a good design if you need to know anything about type face, styles, size adjustments or anything related to fonts you will find it in this book.
Follow this link to buy the book.

100 Things Every Designer Needs to Know About People – Susan Weinschenk

This book is a bit out of the list. On the other hand, you can earn a very useful skill with knowing some psychology of design and how it can help you create better design or experiences for the end-users. This book can be useful for designers, who are working as a UI/UX or web designer, however, it includes a lot of information about how to grab and hold attention on a page or screen or what makes memories stick. Sounds interesting, isn’t it? 
Follow this link to buy the book.

Bonus Design Books

The Win Without Pitching Manifesto – Blair Enns

This book will help you get off the ground. It is written for designers who runs or plan to run a creative business. You will learn in 12 steps how to take over, leave behind your competitors, and teach you how to win business without writing lengthy and time-consuming proposals. Time is your most valuable asset, use it wisely. 
Follow this link to buy the book.

Draplin Design Co.: Pretty Much Everything – Aaron James Draplin

I can’t leave him out. He is a well-known designer and his style and his working method are just awesome. You will see some nice designs and the stories behind them in this book. If you need some inspiration and you will open this book you will be amazed.
Follow this link to buy the book.

If you have any design books what you think should be a part of a designers library, then do not hesitate to comment below. I would like to see what others use to improve and expand their skills.