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.
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:
Examples of Brand Personalities
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.
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.
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.
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.
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.
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’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.