Every business, big or small, has its own distinct personality, which is essential for branding development. Brand personalities provide customers with something to which they can relate, improving brand exposure and appeal. It is critical for a small business must stand out and remain ahead of the competition.
“A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.” – Seth Godin
Why Does Brand Personality Matter?
Based on your company’s personality, customer interaction, and content, customers will decide whether they like or dislike your small business. Customers are more likely to enjoy and connect with your brand if they feel it shares similar characteristics to them.
Finding your company’s personality/voice
Your brand’s personality embodies the core of who you are, therefore you as a small business must use it to establish your brand’s most notable characteristics. First, are you providing a public image that is intelligent and sophisticated? Second, is it bright and amusing, or is it serious? Third, do you have a lovely and social personality? If you choose more than one, ensure that your “voice” is a strong blend that adds human characteristics to your brand identity. Identifying these traits is essential for developing a strong visual and verbal identity that is consistent across all platforms.
There are five main types of brand personality, according to Investopedia. They are as follows:
1. Excitement: a carefree, enthusiastic, and youthful
2. Sincerity: Kindness, compassion, and a commitment to family values
3. Ruggedness: rough, outdoorsy, and athletic
4. Competence: successful, accomplished, and powerful, as demonstrated by leadership
5. Sophistication: Elegant, prestigious, and occasionally even pretentious
Consistency is key
Developing a great brand voice is more than just marketing creativity. Small businesses require a strong brand identity in order to compete with larger corporations. Avoid making too many changes to your brand’s consistency requirements because they must work both online and offline. In order to improve client awareness and create trust and loyalty, your brand should express its promises and ideals at every touchpoint. It is critical to understand these characteristics in order to have a strong visual and verbal identity across all media. You may build long-term relationships with your audience if you use a consistent voice.
Read more about honing brand consistency and voice:
- 7 Meaningful Activities to Develop Your Brand Voice
- 5 Ways To Find and Hone Your Brand Voice
- Why Brand Voice Matters
Category: Advanced Tactics