The Importance of Uncovering Your Brand Personality
Have you identified your brand?
What is your brand personality like? Is it whimsical? Assertive? Luxurious?
We are continuing on with our branding series (click here to read our article on the importance of a personal brand) with the second concept of branding: Your Brand Personality.
Each person that you meet has their own unique and defining characteristics. And so should your brand. When uncovering your brand personality, your brand should be treated like a person with its own distinctive qualities. Let’s use the real estate industry as an example.
There are thousands of real estate professionals across the country. They are vying for the time and attention of similar, if not the same leads, prospects, and clients. So, how do you stand out in this sea of ever increasing noise? The answer lies within your brand’s personality.
Getting to the bottom of what your brand personality will look like is a discovery process. This process uncovers how your brand walks, talks, dresses and behaves. When these things are identified, the question of what should my logo look like? What colors should I use in my branding? And, what will my website look like will be a lot easier to answer.
Many people put the cart before the horse when it comes to marketing and branding. Although it’s exciting to have brand attributes like a logo, new websites, and colorful flyers, it’s impossible to design these things effectively before you have uncovered the personality that lies within your brand. Also, hopping on social media and posting to sites like Facebook and Instagram will be totally ineffective if you have not committed to a clear voice for your brand.
Not only do people buy into brands that do a good job of earning their trust, but they also want to do business with brands that reflect who they are in the world. When your brand promise and brand personality resonates with your target market, it’s then easier to engage with your target market through effective digital and traditional marketing strategies. Eventually, this engagement will lead to brand loyalty and more sales.
A brand’s personality is born from keywords that describe your brand’s character as if your brand was a person. Your brand is less about you and more about the people that you are looking to serve. Ask yourself how your brand wants to be perceived by your target audience. Who is your brand as a person? Is (s)he helpful, youthful, assertive, luxurious?
Below is a graphic that can help you get started on this simple, fun and extremely powerful early branding exercise, which is best done together with your team:
