10/8/2021

Define Your Brand Personality

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What is a brand personality? Each human is said to have a certain type of personality, the same applies to a brand when the brand is given such characteristics which can be defined as the personality of that brand. A brand personality is something that consumers can relate to and connect with the brand. The brand through its communication and tone tends to show its personality thus trying to appeal its audience.

Defining the Vision:

Determining your brand’s personality is also suuuuuper easy when you’ve got the right prompts. I’ve put together seven easy exercises you can complete in under 10 minutes to define the characteristics that make you recognizable to your ideal audience.

  1. A brand’s personality is derived from keywords that best describe your brand’s character as if your brand was a person. You think about how your brand wants to be perceived by your target audience – how it wants to make them feel. Who is your brand as a person? Is (s)he helpful, clever, feisty, glamorous?
  2. In short, brand personality is the human, emotional characteristics of your business. Personality is a platform for relatable emotion. It’s the elusive force that forms an emotional bond with others and inspires you to drop your guard and trust them. With a brand, the process is largely the same as it is in one-on-one relationships.

The Vision of a Brand lies at the intersection of ‘What Brands want to be’ and ‘What Audiences Seek’. It is first necessary to define the ‘Viable Business Idea’ that straddles both these areas.

From this ‘Viable Business Idea’ will emanate the ‘Tenable Brand Claim’, which becomes the foundation of the Brand Vision.

Once we have the Brand Vision defined, we need to validate the same into a Brand Proposition.

To correctly answer this question, we need to answer related questions like:

  • Where is the brand in terms of the marketing landscape?
  • Why is the brand in that position in the landscape (e.g. Legacy or incumbent issues)
  • The most essential question that begs answering at this stage is ‘Who is the brand?’
  • Where does the brand want to go given the challenges it has?
  • How will I get there? – The road map of how the marketing strategy will deliver the set objectives
  • Am I getting there? – The metrics of evaluation that will be applied as per the strategy to ensure that the outcomes can be calibrated and improved in the areas it falls short in.

Examples of Brand Personalities

How to define your brand personalityBrand

In order to reach and target the right audience and convert them into being customers it extremely important to relate to the audience. It is quite common for a customer to purchase from a brand that is similar to a personality of their own.

  • Excitement: carefree, spirited and youthful
  • Sincerity: kindness, caring and an outlook towards family and society
  • Ruggedness: adventurous, tough, outdoorsy, and athletic
  • Competence: success, elegance, shown leadership
  • Sophistication: elegant, prestigious and subtle

A company’s brand personality helps in creating an emotional connection with its desired segment with a view to get the audience to act upon that and in return benefit the firm. Hence, it is extremely important to hone the brand personality and stick to it in order to reach and relate to the audience in the best way possible.

Branding

If you’ve ever had a baffling interaction with a social media strategist, agency or freelancer where you feel like they just don’t get your brand, then this is the article for you. Making more intuitive, sensible decisions for your brand really is as simple as better defining your brand personality – and documenting it in a way that’s easy to share.

In this article, we’ll cover why this easy-to-overlook exercise is so important, how it can benefit your marketing decision-making and what you can do to get the process started.

Defining your brand personality makes everything easier

How To Define Your Brand Personality

Onboarding a new team member or outside resource. Finding your footing in a new technology or a new media channel. Simply defining what’s on-brand or off-base. All of these things become dramatically easier when you have a simple definition of your brand personality.

In an upcoming article, we go into greater depth about how brand personality can help you find your fit in new technologies. But suffice it to say, the same way that understanding your personal values system, identity and personality help you navigate a world of decisions, having that same guidance for your brand makes your marketing decisions more straightforward.

Here’s an example of how a well documented brand personality makes decisions easier

We have a Starmark client in the marine industry whose guiding phrase is to behave like an Empowering First-Mate. This comes from an identity as an open-minded, aware and confident company and a personality that is relatable, supportive and always current.

This client uses this North Star, as we call it, to guide every marketing decision they make. It’s easy to determine whether an Empowering First-Mate would run a TikTok dance account (newsflash: he or she wouldn’t), how that first mate might sound through a website or a voice assistant (relatable, supportive and always current – for a start!) and what that first mate might do to provide value to the captain of a vessel (hint: everything possible to bolster confidence and awareness).

Once your brand personality exists in simple words that defy misunderstanding, evaluating previously subjective marketing decisions becomes a much more objective prospect. It’s a much more efficient way to explore new marketing technologies and new media.

How to get started defining your brand personality

How To Define Your Brand Personality

Before the advent of user-centric design and online testing, brand development processes were daunting, costly and time-intensive. Here’s our advice for the modern world: don’t overcomplicate the process of brand development. Just focus on defining your core brand experience to start.

At Starmark, we use a process called North Star to define the important elements of brand identity and brand personality in a way that’s easy to use for decision-making. The half-day session results in a brief that can guide everything from naming to brand mark creation to design to copywriting.

The session helps a team of stakeholders find the core of their brand experience and define the characteristics that must always be true about an interaction with the brand. We provide the expertise and outside perspective to guide the process of self-discovery in a way that’s fast and efficient. Then we validate the resulting work with real users in nearly real time.

Many clients who have been through this process place their North Star at the center of their brand guidelines and content strategy documents. This simple framework gives their entire teams the ability to make more brand-consistent decisions from the start.

We love helping brands discover themselves

We’ve helped define brand personalities for major companies looking to better refine their experience and for startups just beginning their journeys. So, if you’re looking to move more confidently into new marketing technologies or emerging media, contact us, and check out our article: Five tips for adapting your brand personality to new media.

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