When someone we meet has a great personality, we are naturally drawn to them. They become memorable for all the right reasons. We might want to spend time with them or even want to be like them. Well, when it comes to your brand, personality works in the same way!
What is brand personality?
Brand personality is how you would describe your brand if it were a person. It helps your audience get you and makes your brand memorable. It also acts as a guiding star for your brand’s look, feel and content.
How to choose your brand personality
When I am working with a client on their website copy and ask them to describe their brand personality, I am usually asking them to pick some adjectives that describe their brand. Now, defining your brand personality can be an all-consuming exercise involving archetypes, personas, competitor research and even mood boards. While that’s all well and good for brands who have big budgets and marketing departments, for smaller businesses it doesn’t really need to be that complicated. Let’s face it, you probably don’t have the time anyway.
Instead, I recommend simply thinking about your values as a business and how you want to be perceived by your audience. Choose a bunch of adjectives that sum it up and then circle the top three. And while it would be common to use words like reliable, fun or innovative, it is far better to use descriptors that show conviction and ultimately set you apart.
To help get you started, here are some brand personality examples to choose from.
If your brand is INNOVATIVE try using these words:
- Thought provoking
- Hard working
If your brand is RELIABLE try using these words:
- Down to earth
If your brand is FUN try using these words:
If your brand is BOLD try using these words:
If your brand is SOPHISTICATED try using these words:
Now you have the words that describe your brand’s personality, they will become the heart and soul of your brand. They should drive all of your brand decisions and shine through in every touchpoint with your customers. This includes your website, social media profiles, product packaging, business cards and much more.
Whenever you have a tough decision, just go back to these couple of words and ask what decision best matches aligns your brand personality. From colour and font choice to the language you use in your copy and how you interact with your customers, these three words will help you make difficult decisions and build a consistent and memorable brand.
That’s a lot of responsibility for just a couple of words!
P.S What’s tone of voice then?
Are you a bit confused what the difference between brand personality and tone of voice is? Put simply, tone of voice is the way you talk, while brand personality is the way you act. Honestly, the words used to describe your brand personality and tone should be pretty similar. Afterall, you should be describing the same ‘person’!
You can read more about tone of voice on my other blog post here!