No matter what industry your business operates in, you are probably making use of some sort of branding strategy for it. To improve the chances of customers choosing your product over others, it is necessary to make them overly familiar with your brand. This can be done through various marketing efforts, but one key factor should never be forgotten: brand personality.
Brand personalities are the unique set of traits, characteristics and behaviours your brand can be defined as having. The more distinctive a brand’s personality is, the better customers will remember it. Therefore, it is important that you establish a specific character for your business from day one.
What is the Importance of Brand Personality?
In order to increase their chances of building a strong brand personality, companies should take inspiration from similar brands and make sure that they stand out. They also need to make it clear what the customer’s experience with them will be like because the first step towards creating a great company culture is giving people a sense of who you are.
Loyal customers are generally more profitable for companies because they spend a lot of money on their products, and this is why every creative agency should run a successful brand strategy for every project. To do so, businesses need to focus on what makes them unique as well as the emotions that people will experience when they interact with their company.
It’s also important to keep control of their brand voice and find a way to make it work for the company as a whole.
How Brand Personality Affects The Customer?
While branding techniques like logos and taglines can show customers what a company does, it’s important to remember that they are not the only things that affect how customers perceive them.
For example, an advertisement about an expensive car might catch the attention of people who like luxury brands, but if the company itself has a cheap-looking logo, then these people may not be interested in them at all.
Similarly, if a company has a brand voice that is too formal and professional, they might alienate potential customers who like to be spoken to in more casual terms. There are many ways that branding can go wrong, but there’s also a lot of room for creativity when it comes to what the company wants to share with their target market.
Developing a strong brand personality does take time and effort, but it does not require extreme measures. Simply follow these steps, and you will surely be on your way:
Identify the Main Trait of Your Business
The first step calls for thorough research into your core business idea and what it represents to consumers. For instance, if you’re running a creative agency, determine which common trait stands out the most, as this will serve as a good basis for your brand personality.
Choose Adjectives to Describe Your Business’ Identity
While there are several ways in which you can go about doing this, the easiest way would be to brainstorm adjectives that describe your business’s main idea.
For example, evaluate each trait and choose two or three that best represent your business. These would then be included in a mission statement that outlines your brand’s identity and purpose to consumers.
Use Design Elements to Enforce Your Trait Selection
People tend to remember individuals who stand out from the crowd through their appearance, so why do the things that your competitors do? Make use of images and other elements such as colour, font, and logo design to create an identity that suits your chosen traits.
Keep Branding Consistent Across All Platforms
Although your brand’s personality will be expressed through different media, it should not vary significantly between them. Ensure that all of your marketing materials, whether online or off, align with the image you are trying to convey.
Finding The Right Brand Personality
In order to achieve success, companies need to create a brand strategy that is unique to them and reflects their values as an organization. They can do this by picking up on what other successful brands are doing and then creating a personality that is suited to their products.
For example, Nike has a particularly strong brand personality because they have managed to create an identity that appeals to many different kinds of people, including teenagers who want to feel like athletes as well as adults who are looking for clothes with an athletic-inspired aesthetic.
To achieve the same level of success, companies should focus on what their brand can offer people. They also need to make sure that they stand out from other brands by keeping an open mind about what customers want and finding ways to provide it.
People like to buy products for reasons beyond simply having them in their collection. They want to be able to use them and feel a certain way about what they are doing.
By thinking about their brand’s personality, companies can create a strategy that works for them because it enables them to connect with people in an honest and personal way. If they want to achieve success, this is something that they will need to take seriously because it has the power to build customer relationships beyond what so many other brands are capable of achieving.