To many, a brand is just a logo. While this statement makes most marketing folk break out in a cold sweat, we know that brands are much more than their logo or visual identity. In fact, brands are much the same as people: living, breathing, entities.
While the logo is a significant component of a brand, it is only skin deep. Brands on the other hand move beyond the logo. Layered, with many qualities, that makes them unique.
Why brand personality?
Brand personality differentiates your brand from your competitors. By engaging with your target audience and capturing their interest, suddenly they are connected with your brand message. When your audience is connected to your brand it creates stronger customer loyalty and brand advocacy: marketing gold.
The 5 personality traits of a brand
Sincerity
A sincere brand is down-to-earth, honest, wholesome and cheerful.
Excitement
An exciting brand, is innovative, daring, spirited, imaginative and up-to-date
Competence
A competent brand is reliable, intelligent and successful.
Sophistication
A sophisticated brand is well-to-do, classy and charming
Ruggedness
A rugged brand is outdoorsy and tough.
Categorise your brand in one of these five types of brand personalities. Once you’ve categorised your brand, you can then use the information to review the communication required in your brand features.
Power in the knowledge
Defining these brand personality traits means you can apply across your written and verbal communication. Your marketing can be built based on the brand’s personality or the type of brand that the company wants to build.
Understanding your brand personality will also provide guidance to your visual identity like what colours and typography you use.
Want to iron out your brand personality? Let’s talk.
See you next week,
Darnelle
[otw_is sidebar=otw-sidebar-1]
