At Brand by Me, we build brilliant brands. Brilliant in the true sense of the word. Ones that stand out, shine brightly, and are strong and clear in tone.
One of the core elements of a brilliant brand is a strong brand personality. Your brand personality describes how you do things in your own distinct way. So developing and demonstrating your brand personality consistently is really important if you want to stand out and connect with the people who need what you do.
It makes sense if you think about it. We are all drawn to like minds and people we like. And that is all about personality. It's exactly the same for brands.
Being clear on your brand personality allows you to attract and make an immediate and positive impression on the people who most need what you offer.
How to define your brand personality:
- Think about how you do things on your best day. What stands out? What's different about the way you do it versus other people or businesses in your field?
- Ask people who know you and have experienced what you do. These could be your customers, your clients, your colleagues and even friends and family. (As long as they understand what you do and are genuinely likely to help. This is not something to discuss with the joker of your group. Or the critic). I was once asked the interview question 'how would your best friends describe you in 3 words?'. This is a great question to start thinking about brand personality.
- Use a thesaurus. Inevitably the first words you come up with will be generic. For example, fun. Or pre-requisites, like professional (that is, something all business should be). When this happens, don't abandon the word altogether as it's probably true. Just dig a little deeper to understand what you mean by it and find a better word. So if you're fun, is it about being bubbly and outgoing? Life and soul of the party? Spirited and energetic?
You see how it works. By developing a clear and distinctive brand personality, it will really help you demonstrate who you are and how you are different. No matter what you're doing. Whether you're in a face to face conversation or online, regardless of formal or relaxed setting, and even when talking as an individual or an organisation.
As Beatrix Potter reportedly said, "I hold that a strongly marked personality can influence generations."
We couldn't agree more!