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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

what is a brand vision?

What is a brand vision?

A brand vision is a goal which you can work towards as a business, outlining an objective to reach in the future. This also gives meaning to employees’ roles and creates a team atmosphere which drives success. It is something you are aiming towards, making you seem ambitious to all who come across your brand, making you desirable to work for, as well as looking desirable to customers. There doesn’t have to be a specific time frame on these objectives, with the main purpose of this being something to work towards.

Companies have varying brand visions, for example;

Facebook’s is “People use Facebook to stay connected with friends and family, to discover what’s going on in the world, and to share and express what matters to them.”
Apple’s brand vision is “We believe that we are on the face of the earth to make great products and that’s not changing. We are constantly focusing on innovating.”

These two visions are very different, yet each gives a purpose for the company which creates a community of consumers, as well as motivating employees to help reach these visions.

 

Brand vision creates a focus, a sense of belonging and also a feeling of responsibility to achieve these visions. These visions may change as companies grow and meet their previous objectives, and should be designed to challenge you. When a brand vision is created, it can create a sense of achievement as you get closer towards it.

Don’t rush into creating a brand vision, as it may take time to understand the most important aspects of your business. Speak to members of your team, weigh up your objectives and make sure it’s something you can see small areas of progression in, as well as something which will inspire members of the team.

 

Another vital aspect of creating a brand vision is ensuring the necessary teams truly believe in it. Without a team which believes in working towards this vision and sharing it with others, it won’t benefit your business.

 

A clear brand vision will work to make a brand more desirable, as customers and your target market will resonate with this vision and look to become involved. A well designed brand vision will inspire those in every area of the business, bringing employees closer together while presenting the company as forward-thinking and aspirational.

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7 Essential Questions to Define Your Brand

Branding is one of the most crucial parts of your business. A powerful brand identity increases the worth of your organization, it inspires and gives direction to employees.

Branding helps you to recognize a product and distinguish it from another product. Branding is essential because it creates a memorable impression on customers and also allows your client to know what they are expecting from you.

Your brand is the total of people’s perception of your content, vision and product. The difference of customers buying from you and your competitors is branding.

Define your brand identity starts with understanding your present brand identity. If you don’t know yours, here are seven essential questions that can help you define your brand.

the brand purpose gives you the answer for the why

1. Why does your company have to exist?

This is a question that must come to your mind as a business owner and ask yourself why your company exists. What is your brand purpose? Think about why your customers should care about your product and company. 

The best businesses follow the Golden circle concept they pay attention to the “why” behind their business rather than what they do and how they do it

Every business knows what they are creating, but very few know how they make their products outside of monetary profit. Customers don’t buy what you do but they buy why you do it. Your branding should resonate with your mission and vision statement

2. Why did customers believe you over your competitors?

It is essential you have the knowledge about your competitors, and also understand what makes you special and different from your computer competitors. What makes customers or client purchase your product over competitors?

You can’t be better than your competitors in everything, but your organization must be greater than each competitor at something. Perhaps you have good customers, or your organization caters more to a niche market than any other business. Begin by starting a SWOT analysis to determine what your organization does better than each competitor.

what is your brand voice

3. What problem can you help your customers to find a solution to?

While it can be simple to get wrapped up in your product features, it is essential you think about the problem your customers are facing.

Is your product missing out what you customers what? When it comes to helping customers’ problems, what are competitors missing out. It is essential that you make an outstanding first experience.

Learn about your target customers want, desire, behavior and know about their concern about a specific product or the company itself. Create an interview for your potential customers on how to make a better solution to their wants and desires. This can help you find a piece of better information about your product before the competitors.

4. What is your story?

For define your brand, one of the most essential things is to understand how you tell the story of your brand. Telling a story about your brand is a way to create a relationship with your customers.

When you’re telling the story, it is essential you talk about the hero in your company, the person who has made it because of your company. People don’t only want to hear about why you build company, they also want to know about how it has helped others to become successful.

Telling your story is a great chance for you to tell your success stories while sharing your brand vision with your employees and customers. Tell the story of customers that you are most happy to have help.

5. What brand are your looking up to?

What brand are you looking up to when you’re starting your business?  You might likely borrow some idea or knowledge from other great organization when you started your company.

Looking at brand that motivate you can give you a good indicator of the value that is most important to your  brand, and also make sure that the values are applied to your company, you don’t have to follow their ways completely, but you can get some of their knowledge and change it into your own.

6. What are the characteristics your employees will use to describe your brand today?

How will your employees describe your brand? How many employees know your company’s vision and mission? The employee’s insight about your organization is always different from yours. Finding out more about your company from your employees by calling a meeting to bring everyone together and figure out what your employees see in your company.

By figuring out this characteristic of what your employees see in your company if you are consistent about how you want the employees to view your company. If you are not consistent with it, then it’s the high time you start thinking about how to change that perception.

7. What is your brand voice?

Your brand voice is the soul and heart of your transmission. Your brand voice is the sound in which you speak to and connect with your customer. Identifying your brand voice will help your employees to interact well over social media and interview. Furthermore, it helps define your brand.

Whether your brand voice is informative, authoritative, fun or serious, your voice must be real. Customers are likely to purchase a product from a company that they connect with an emotional level. Figure out the voice the rhyme best with your Brand’s features and vision and put it into everything that your employees create.

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brand purpose is the why of your business

WHAT IS YOUR BRAND PURPOSE

When you’re trying to specify your brand purpose that means the “why behind your brand”, which is the main reason your company exist. A brand purpose describes the importance of an organization. It is what an organization needs to stand out from other organizations, your brand as to be different from other brands, it has to stand out and be unique.

the brand purpose gives you the answer for the why

Brand purpose summaries “why” you’re opening your business and “why” it exists. Your brand purpose states the reasons behind your continual existence, a zealous view of what you want to become your targeted audience.

When you attain a successful brand purpose, you’re opportune to know the insights of the kind of changes your audience wants to see, you know the issues the audience want to see as important to the world. Identify this important aspect, you will be able to create a purpose that you want your audience to believe in.

Everyone knows that competition is a major issue in marketing so it is most important to focus on what people are concerned about. When you’re able to specify what the problem is. It is, more importantly, you’d solve them or figure out the way forward.

Afterwards, you figure out what your brand purpose is, you need to puzzle out an active method of making known the brand purpose which will demand an effective brand strategy.

Brand strategy is the commencement of business by setting out your business goals or aims.

When creating a new brand you major aim is to reach out to more audience but this can be made easily by imploring a brand strategy.

Some people want to grow their businesses to grow overnight without stress. However, things don’t work that way, that is why brand strategy is important. Your brand strategy should never be focused on short term procedure but instead, it should be a long term one. With a strong brand foundation created on a sustainable growth strategy, there is a higher possibility of a successful business.

The benefit of having a good brand strategy is that it helps in reaching out to your audience. Your brand strategy dictates your market’s strategy. It provides a clear purpose on how to engage your customers and how to communicate with them clearly. A sustainable and achievable brand strategy is a very important principle of every business because it affects every area of your business.

Every brand purpose is based on good branding.

Branding is important for most business. Branding comprises of the business mission to its customers. It includes images, content, marketing, logos, websites etc. which can be used to define your brands. Good branding creates a good mindset for targeted customers.

Branding is the first impression your business will have from customers. A good brand is able to express the importance of their products by letting known their missions to their customers.

Without a good branding strategy, businesses have little chance of success because branding gives importance, benefits and insights to businesses. Furthermore, it helps to create a bond between buyers and sellers. Customers are most likely to give more attention to the brand when they understand the missions, drives and policies.

It is very important to have a good brand purpose that captivates the targeted audience. Also, you need to consider people you’ll be dealing with. Having employees builds your brand purpose because they help in sharing your brand values with people.

A unique brand can make a bountiful impact on your business by giving you a competitive spirit over competitors.

Furthermore it helps in achieving and maintaining audience easier. A strong brand is easy to relate to and attract more drives that would possibly help to resonate more targeted audiences.

Most businesses need brand purpose, it helps in determining the business identity. It’s one of the most important principles in creating an accomplished brand. The brand is much more than something that attracts an audience or customers. It is also much more than something that inspires your employees.

Brand purpose keeps you prepared and concentrated on what’s really essential. It helps you make an accurate resolution for your businesses.

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