One of the most effective ways to create a strong identity, whether as a personal brand, a start-up, or a well-established business, is through having a distinctive personality. Indeed, it is this personality that helps to convince users to buy from you or simply keep away from you.
As is the case with human personality, brand personality entails a set of unique traits that users can easily relate to on an emotional level. This is why brand personality forms such a strong ground for people to like or dislike your brand.
Having a likable personality as a brand is crucial for several reasons. First, you’re able to differentiate yourself from tens or even hundreds others offering similar services/products as you. Besides, it helps to enhance brand engagement while also pulling people to your business.
Simply put, brand voice entails the distinctive type of language you use to express your identity as a brand. This can best be seen in the way you communicate to your audience through various platforms such as email, blog, video, and even on social media. If done correctly and authentically, you’ll surely stand out from the often mediocre masses.
As studies show, more and more humans continue to record extremely short attention spans today. As such, if you want users to easily memorize your company and your brand by extension, then you need to start incorporating unforgettable visual brand and style elements in your communications. This includes various aspects of your business such as your logo designs, typography, and theme among others.
Brand essence stands for everything your brand believes in and what it means. In a nutshell, this is its emotional heartbeat. This often ranges from how your audience feel when using your products/services to the value with which they associate your brand.
Unfortunately, it is becoming increasingly difficult by the day to manage how people perceive brands these days due to an influx in the number of opportunities granted to the modern consumers to interact with businesses of choice. Luckily for you, with a close dedication to your ideas, values, and brand soul, you can easily forge a unique brand essence that users can associate with your brand.
One of the key roles of having a brand culture statement is that it helps to inform your employees about their daily responsibilities while also inspiring them to put more effort towards your cause. This can help explain why a majority of brands today have adopted the culture of publicizing how they go about their internal activities; helps to make them appear more transparent and thus trustworthy.
At this point, I bet that you already understand the importance of being consistent in everything you do in your quest to enhance brand awareness. With this in mind, try to uphold a consistent brand personality to encourage your customers to trust the brand more; trust is earned over time.
Now you know the essentials of a brand personality! Think about how your brand relates to people; not just digitally, but every touch point. Is it professional? Is it crazy? Happy? How do you want people to relate to your brand? Once you know what you want to relate it's easier to see the big picture and start crafting a brand that you love... but more importantly your customers love.
I hope this gets you started on the right path to defining your brands personality, but if you want / need help we're happy to do so!
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92 West is strategically creative branding and design agency that seeks to help companies and personalities create inspiring brands. Whether you’re just starting out or are already a an established firm, we’re here to enable you!