Why does a brand need a personality?
What's your personality? Are you outgoing, innovative, kind...the list could go on. This question is often associated with a person, but what about a brand?
Personality is what will make a brand connect with a person. It provides the emotional factor that will draw in your audience, and the right audience if the brand personality is aligned with your brand identity.
Think about it. Have you ever received a generic automated message? Talk about lack of personality... and immediate disconnect. People want to connect. People want to feel that the brand understands who they are and provides them what they're looking for. Or even, is them.
So how does one establish a personality for a brand? Think of your brand as a person. Yes, take a step back... your brand is now a person.
What does your brand think? Define the key attributes of your brand. Do you think you're high-tech? Or fun? Then be that...
What is your brand's vision? Set your eyes on the prize. A brand that has a mission will build confidence in its audience. Think beyond revenue -- think about a mission your audience is able to connect with. Do you see the same goal to be environmentally friendly? Or what do you see?
How does your brand listen? The approach to how your brand will listen to the sentiment around the brand and what will be put into action often goes overlooked. But, it's customer service at its core that defines the reaction you receive from your audience.
How does your brand speak? The tone of voice. Engage your audience by speaking their language -- including literally in terms of multi-lingual if applicable. Word choice plays a key role in connecting you to the right audience and delivering consistent messaging.
What is your brand appearance? A brand makes its fashion statement through its visual identity. Logo, images, color palette all establish a look -- edgy, sophisticated, or professional, you name it. Just make sure you clean your closet out every once in a while if it gets outdated.
What is in your brand's heart? Recognize the values of the brand. What is at the core of the brand that will not waiver?
Who is in your brand's inner circle? Brand partnerships matter. The company you keep as a brand will generate a shared personality by association. Even if you're partnering with brands from other industries consider if your values, and therefore audiences, align.
Brand personality will drive the perception of the brand as it interacts with any person. Equally, it provides a clear line for any individual representing the brand that at all times you're representing the brand's personality and not necessarily your own.
But just as any person, it's most important that your brand personality is truthful, so how you act matches up to the brand experience.