Your customers aren’t doing business with you based solely on your pricing or product offering – they’re also responding to your business’s brand personality. Creating an effective brand personality helps people relate to your business. This personality often mimics your target audience.
Don’t get this confused with brand identity (which is your logo, images, fonts, and colors) – but the two should mimic one another. Your fun, enthusiastic voice means nothing if your logo and images are super formal.
So, what is your brand’s personality?
The enthusiast shows off their energy with a spirited, youthful attitude. These brands are more likely to be colorful and whimsical. This upbeat energy is what’s appealing to their customers. Examples: MTV, Lego.
Businesses that are focused on sincerity, kindness, and thoughtfulness are Counselors. This brand personality is quieter than the Enthusiast and is often seen as feminine. Examples: Dove, Campbell’s Soup.
Outdoorsman brands tend to be seen as rough, tough, and athletic. They also tend to be focused more on nuts-and-bolts solutions. Examples: Jeep, The Discovery Channel.
At the heart of the leader’s personality is competence. Reliable and successful, Leaders are often seen as accomplished and influential in their field. Examples: Intel, IBM.
The Sophisticate reaches out to high-end customers with elegant products. Sophisticates are challenged with not coming across as too pretentious, which could alienate potential customers. Examples: Rolex, Porsche.
Does your brand have one of these personalities or a mixture? Contact us to have a conversation about your brand’s personality!