Go right to the Brand Personality Quiz.
What is a Brand?
A brand is any visual or identifying element that differentiates you from your competitors.
What is a Brand Personality?
A brand personality is made up of a set of human characteristics, qualities, and values that we assign to a business or entity. It may help to think of brand personality as a company’s humanity. Some brands create mascots that are representative of that personality. The brand can establish its human personality through intentional visual choices but visual elements are only one part of the equation. Brand personality is also a reflection of the brand’s day-to-day behaviors, the nature of its interactions with customers, the messaging it sends out in its marketing activities, and above all, the mission and values that are important to the brand’s history and leadership. Ultimately, public opinion acts as the arbiter of a key element of a brand’s personality: its reputation. Online reviews carry a lot of weight and it important to have online reputation management protocols in place to deal with both positive and negative feedback.
What elements bring a brand to life and give it a human personality?
- Tone of Voice
- Relationship with Customers
Famous Brand Personality Mascots
Some brands will create mascots or hire spokespeople for the brand or for a particular campaign to act as the voice of the brand. The manifestation of a brand personality through a mascot or spokesperson is an age-old way for companies to bring their business to life and speak directly to their customers. These characters are visually stimulating, memorable and can even improve a customer’s overall perception of the brand. They often disarm a customer’s doubts or indifference with playfulness and humor. On a national level, these figures can become pop icons in their own right. For smaller brands, they can act as friendly and familiar ambassadors that add new dimensions to a brand personality. A spokesperson can be an actor hired to create a character or a celebrity that endorses a brand either as themselves or as a character that is created for the brand and leverages their status as a public figure.
Famous Brand Characters, Spokespeople, and Celebrity Endorsements
Creating your own Personal Brand
Some business owners may find it helpful to create their own personal brand in addition to or in lieu of creating a mascot, character or spokesperson. In the digital marketing world, creating a personal brand is a part of building a digital marketing career. You might be familiar with well-known marketers such as Ann Handley from Marketing Profs, Neal Schaffer, Neil Patel, and Rand Fishkin of Sparktoro (formerly Moz). They have all established strong personal brands that stand alone from the marketing agencies that they created or manage.
Whether you are a new entrepreneur or a seasoned businessperson, it is essential that you know what your brand personality is and to ensure that your brand strategy and messaging are in alignment with these values. Every part of a brand is influenced by its personality, including website design, blog posts, social media copy, email marketing, logo and ad copy. If you provide a service, your branding will influence the way you interact with your customers. If you manufacture a product, your packaging will be influenced by your brand personality. For some industries, a brand personality may come naturally. Restaurants, for example, have a brand personality that instantly communicates to the customer what kind of experience they will have when they visit. In general, it will be easier for B2C companies to pinpoint and define their brand personality. However, it is just as important for B2B companies like industrial manufacturers, to establish their brand personality.
If your brand personality is not in alignment with your brand elements than your customers may feel a disconnect that subconsciously prevents them from fully engaging with your products or services.
As your brand identity grows over time, it is essential to check-in periodically to ensure that your brand elements and messaging evolve with you. You’ll also want to ensure that your brand personality is a part of every marketing activity and brand asset that you create.
Channel your Brand personality in all of your Digital Marketing Activities
- Website Design and Color Scheme
- Logo and Style Guide
- Blog Content and Tone Voice
- Customer User Experience
- Customer Service Channels
- Social Media Marketing
- Video Marketing
- Emails Marketing
- Events and Community Outreach
Looking for a different result? Check out All 6 Brand Personality Types.
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