2. DEVELOP A BRAND PERSONALITY
Brands are perceived by us as faces. As Faces of people. The more harmoniously and consistently a brand has been developed, the more it is like a unique personality that is in a relationship with us. This link between the brand and its customers has a big impact on your brand success.
In specialist jargon, this step is called the creation of a brand personality. This brand personality characterises the set of human features associated with your brand. The characteristics can include both, demographic features (age, gender) or even classical personality traits (intelligence, sincerity). When developing a sustainable business with a unique brand personality, one has to take a few peculiarities into consideration. It is super important that you build a personality that is perceived as authentic and believable by your target audience. In contrast to traditional and big brands (L’Oreal, Chanel), that portray the typical brand image of a glamorous, attractive beauty, it is about creating a brand personality with a deeper and more meaningful attitude. I’ll now show you four ways to creatively build your own brand identity.
Your Brand Goes to a Party
First of all you have to imagine how your brand shall appear towards others. Let’s say your brand is a person who enters a party. Of course you want her to communicate with the other guests at the party in a memorable way. What would you say and how would your approach be – quietly or gently? Would your sound be more technical and specialized or accessible to everyone? Write the words that describe how your brand would behave.
20 Things About Me
Ready for a party game? Imagine your brand is a person and that person created a list of 20 things that he/she would say about him/herself. Use Internet memes, quiz games and lists to get particularly funny and interesting features. Be creative! Once your brain has adjusted to it, the words will flow. Once you’re done, look back at the list and see what similar features you’ll find there. Is your tone more serious or funny? Are your facts direct or abstract? If you add these details together, you will create an impressive picture of your personal brand personality.
Find a Spiritual Animal for Your Brand
Maybe the comparison to a cocktail party does not quite fit your brand. If so, try it with the concept of a mascot – this is not only an antique concept, but also one that has proven successful in the modern marketing and advertising world. Most will immediately recognize classic automotive brands such as Cougar, Mustang, Thunderbird and Impala. Mustang is one of the longest surviving brands of automobile history. The horse in full gallop with the wind-blowing mane is apt for the brand’s desire for freedom, the open road and the independence of the American spirit.
A Face to Your Brand
Animals do not work for you, either? Then try to imagine the ideal speaker for your brand. This could be anyone from an “everyone” to a well-known personality. Then imagine how this person would speak, dress, or present itself, and how these elements could appeal to your customers. Would you focus on networking and communication, or on individual creativity? Write down the personality traits of your speaker. Few brands have a better symbolic spokesman than Abraham Lincoln, whose striking bearded silhoutte is the forefront of the Lincoln Financial Group logo. After all, you would entrust your money to anyone who bears the name “Honest Abe”, right
No matter if you chose one or all of the above methods, you should have created a good list of brand properties at this point. These words help you to define your personal brand identity – an emotional fingerprint with which customers can immediately identify themselves.