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What is Brand Personality?

Have you ever thought about the importance of having a brand personality? 
 
Your brand is so much more than a flashy logo, or a set of glossy business cards you hand out at networking events.
 
Your brand is a living, breathing entity, with its own voice, behavior and messaging.
 
By adopting a set of humanistic characteristics you can really add extra dimension and connect your audience to your brand.
 

Connecting with your audience

Understanding your brand and assigning human-driven, emotional character traits is the secret recipe which allows brands to stand out in a crowd.
 
Consumers find it easier to connect with a brand if they can identify characteristics of their own personality with theirs.
 
Research shows consumers are far more likely to purchase something from a brand because they feel it aligns with their own personality and beliefs.
 
So the first step is really understanding your audience.  Who are they? Get deep and research your demographics.  What do they like? what do you know about your audience, what other businesses do they support?

But what does it mean?

So for example, we have 2 companies.  One is a large commercial beer company and one is a local artisan craft beer maker.

How a person may feel towards both of these businesses can vary drastically, because of the way they perceive them.

The local craft beer maker may mean more to that individual because they perceive it to be unique and supportive to the community they live in rather than a big corporate brand.

The large commercial brand, that mass advertise globally, might not connect because it doesn’t mean anything to that person or that person’s life.

What really effective brands do, Is use this knowledge to develop a personality that works with their target specific audience.
 
As a result of this developed and well-understood personality, they add serious business value-add and pave the way for a successful future.
 
It’s happening every day around us, just take a look at these 12 brands with great, connectable personalities.  Did you expect to see some of those companies on the list?  Some of them seem very obvious, right?

Five brand personality traits:

We talk to lots of business on a daily basis who understand brand personality.

However, it seems many business owners haven’t considered the human traits before and how they can help their consumers connect.

Take a look at the 5 main types of character traits.

  • Excitement
  • Sincerity
  • Ruggedness
  • Competence
  • Sophistication
Where does your brand sit in our handy graphic?
 

Internal growth

As well as connecting with your audience, brand personality can change and develop a company internally too.  It allows your staff and employees to understand your businesses and connect with your goals, messaging and mission.
 
So if today’s blog post has got you thinking, why not would book a free 15-minute free discovery call now and get to work building your very own brand personality.

Who am I? 

I'm Gina Dunn, Brand Strategist and CEO of iGina - and my mission is to help entrepreneurs to define and build brands. Let's bring your brand to life!

Did you know that brand-led businesses outperform their competition by 83%? Get started by mapping out your very own brand strategy yourself with our Brand Canvas - get it here.