Successful companies understand the need to connect with their audience on a personal level. It’s not enough anymore to just tell your audience about the quality of your product. That’s where a brand personality comes into the game. It makes it possible for your company to sell more than a product. You have to sell an experience.
What is a brand personality?
A brand personality is created to give your business a name and face in order to humanize it. Like a real life person, your brand personality has character traits and a certain attitude that represent your brand.
Why do you need a brand personality?
A brand personality helps your audience to associate a person or a certain lifestyle with your business. By communicating your values and mission in a characteristical way for your brand, you can create emotion. Your audience will resonate with your brand personality. This way you gain their trust and build a strong long-lasting connection. In a market where similar businesses offer similar products, why do people choose to buy from you vs. from your competition? Often the brand personality is the only way to differentiate your brand from others. People will buy your product because they want to be part of the culture your brand stands for.
The 3 faces of a brand personality
A brand personality combines 3 aspects to represent a business, transport the brand values and mission and connect with the right audience.
Who you are
The first thing to considers is who you are. Take a look at where you stand right now. What is your business about? How did you get there? Like with a real-life person, it’s their story (successes and failures, experiences) that makes them who they are. A brand personality should reflect this in an authentic way. You don’t have to invent a glamorous personality. You have more impact on your audience if you are yourself and honest. This way it is easier to maintain consistency because you can stand 100% behind your brand.
Who you want to be
The second aspect is about the core values of your brand. What do you want to stand for? Think about values your audience might share with you and think about how they can differentiate you from other brands. Your opinions, beliefs, and dreams are what people will resonate with. You can grow a tribe of loyal fans by communicating your values and acting accordingly.
How others see you
The most important aspect of your brand personality is how your audience perceives your brand. Of course, you can only influence this to a certain level. Getting to know your audience is necessary to create your personality. Think about their needs and how you can be of help to them. How will they feel after buying your product? Remember, you are selling an experience. What do they buy apart from the product? The trick is to find aspects of alignment in values and beliefs and to focus on them.
Conclusion: Your brand personality is as much about your audience as it is about you. If you want a brand that resonates with your audience, you have to be authentic, know the values you want to stand for and communicate beliefs and dreams your audience shares.