Your brand’s personality is a combination of a person’s traits that are specific to it. It’s characterized by descriptions similar to those used to describe human qualities. For example, amiable, compassionate, or competent and manifested in how your brand performs, communicates and portrays itself to the public.
To sell most of your products to a bigger audience, you have to create an attractive brand. The personality ranges from your company’s logo to the colours you use for your brand and how you communicate to your audience.
Brands can leave an emotional effect on your target audience. It is either the tour audience will love it or hate it. The brand personality Below is ways you can create a lovable brand personality.
Understanding Your Audience
You obviously would want to make your customers loyal. However, you can not just achieve that if you do not understand your target audience’s specific demands and needs. You have to make sure that you satisfy all their demands. You can also use branding archetypes that your customers can understand, thus making it easy to communicate using your brand. This will make them come back next time.
Failure to understand your target audience in promoting your brand lacks direction. Your services and products should be customer centred and not your preference. You are not selling to yourself but to your target audience.
Dimensions of Brand Personality
Several companies prefer to utilize various dimensions to show personality, thus making the brand development process much more manageable. There are five brand personality dimensions. They include; sincerity, excitement, competence, sophistication and ruggedness.
Excitement will show how energetic you are and expresses youthful nature. Sincerity will give an impression of authenticity, generosity and honesty. Competence signifies reliable brands and gives satisfaction to the user or clients. On the other hand, sophistication is more of a luxury and lavish lifestyle. Finally, ruggedness shows masculinity and robustness.
Specifying on Descriptive Adjectives
Even after choosing your dimension, you should go further and have adjectives that define your brand. For instance, your brand might have the same dimension as another brand, say, sincerity. So there has to be another distinguishing factor between you two.
Having 3 to 5 specific traits is what will give you a unique presence in the market. For example, you can be passionate, determined and persuasive. Those will be the traits that will drive more traffic to your company and not to your competitor.
Integrating Your Personality
Marketing your brand is like marketing your core beliefs and traits. If you need to make your brand personality consistent, you have to incorporate your traits. You can never fake your traits or identity. It always comes out naturally. And for you to also come up with a unique and consistent brand, portraying your identity in it will make you achieve that with ease.
For instance, if you define your brand as sincere, evaluate whether your trademark palette and language reflect sincerity. To promote your branding strategy, focus on choosing tranquil and calm shades.
Conclusion
Developing a brand personality is a primary strategy that all business entrepreneurs must adopt. Without establishing a solid personality, conducting activities in your business or firm gets boring.
Now that is the beginning of the downfall of the business. Giving your brand a personality helps you survive in the market during stiff competition, thus guaranteeing a successful business enterprise.
