Why Your Brand Needs a Personality

What flavour is your branding?

There’s nothing worse than being told that you have no personality. Nobody wants to spend time with someone who is boring to the point that they have been described as having a vanilla personality. The same applies to brands.

Personality is an important dimension of brand equity and every brand should have one – it is both differentiating and enduring.  It’s important to figure out what personality you’d like your brand to have and how to communicate it consistently.

When we workshop with our client we work through the following steps to define their brand personality:

1.     Personification Exercises

Establishing a solid brand identity that sets you apart from your competitors is essential to successfully shaping your brand’s personality. We use various analogies that we can relate the brand to. One of these is the very popular Car Analogy. Ask yourself if your business was a car, what kind of car would it be? And why?

You can get really specific with this.

E.g. If you are everyone’s safe choice, you could be a Volvo. Or maybe you’re family focussed and reliable like a Toyota.

You could also use animals, ice-cream flavour or celebrities to do the same job.

2.     Who are you talking to?

It’s important to know who your target audience is. What do they like and dislike? What do they do in their spare time? How do they use your product or service? If you would like your target market to take you seriously and respect your advice, you should maintain a more authoritative tone in your communications. If your purpose is to entertain, you can push the boundaries a bit more and explore humour.

3.     Step out of your comfort zone

They say that magic happens outside of your comfort zone, so don’t be afraid to take a few risks. Make sure you test your brand persona before settling down on a final one. You may even find that it would serve your company well to have multiple personalities defined by a varying target market.

Once you have figured out who you are, then you’ve got to figure out what you want to become.

Finding clarity and confidence in your brand’s personality reveals powerful insights into your company’s internal culture. If there is one primary reason to strategically engineer your brand’s personality, it’s to crystallise the flavour of customer experience you deliver.

From the tone of marketing communications to your brand’s visual style and design to the way your staff dress – this strategy should influence every touch point.

We don’t need to tell you how competitive it is out there. The difference between a customer choosing you over one of your competitors could come down to your brand personality. So take the time to make people laugh and connect with you emotionally. Entertain them. Engage with them. Awaken emotions.

If you’d like to discover your brands personality, get in touch with the team at Vividus and we can help you find your spark.