Have you ever thought of your company as having a personality?
It does, whether you realize it or not.
Take a look at your marketing materials. What’s the vibe? Maybe there’s humor, or facts, or lots of crazy colors. Just like people, companies have personalities. And your marketing message filters through it.
Your brand personality is how the world perceives your company. Think about it. Famous brands can often be described with one word:
Disney = family
Rolex = luxury
Harley Davidson = adventure
Volvo = safety
Budweiser = humor
What’s the “one word” for your business? Or better yet, what makes your brand personality quirky and original?
Is your company:
Funny or Serious?
Innovative or Traditional?
Agreeable or Rebellious?
Rugged or Glamorous?
Gentle or Hard-hitting?
Creative or Analytical?
Casual or Formal?
Checkers or Chess?
Here’s the million dollar fact: when you embrace your brand personality, your marketing comes to life.
If you ignore it, you'll sound just like everyone else. Cliché and status quo, like a squeaky marketing robot. And spoiler alert: that’s not a good thing.
But when you discover your brand's magical essence, you’ll stand out in the crowd.
How do you do it?
Be True to Yourself
Is your brand the life of the party or the wise sage? If your brand were a person, would they wear formal attire or party pants? Brand personality sets your business apart from the rest.
Whether you aim to be funny or serious, analytical or story-driven, embrace the magical essence that makes your brand come alive. Lean into it.
Even if you’re in a competitive industry, your business is still one-of-a-kind, like a red-lipped batfish. Yeah, it’s real.
Connect with Your Audience
Before choosing your brand personality, understand what your target market prefers. Do they want a brand that makes them laugh, provides security, or sparks their adventurous spirit?
By aligning with their desires, you create a magical connection, just like milk and a plate full of Oreos.
Double-stuffed, please.
Learn from Successful Brands
Think of your brand personality as a magic wand shaping how you communicate with the world. Just like people are drawn to interesting personalities, your target market will take notice when your brand showcases a unique persona.
Look at Apple (imagination), Trader Joe’s (healthy/playful), or The North Face (exploration) – they all have extremely loyal followings.
Fan clubs start when you’re an unapologetic badass, whether that means wearing a leather jacket or a pocket protector. Or heck, maybe both at the same time.
Stay Consistent
Once you embrace your brand personality, infuse it into all aspects of your marketing. Be bold and go all in.
Consistency is key for building recognition among your audience. From your website copy to social media posts, make sure all communication aligns with your brand personality.
Avoid short-term, schizophrenic marketing. When you confuse people, you lose people. And being lost is no fun, unless you’re a billy goat on a hay farm.
Look Appealing
Your visual elements matter. Give more attention to colors, fonts, and imagery.
A bold brand may choose bright colors and dynamic imagery, while a sophisticated brand might opt for elegant fonts and a muted color palette.
Barbie is bright pink, and UPS is brown. But it works for each one. No matter your personality: Don’t. Be. Boring.
Adapt and Stay True
Stay flexible to adapt to different marketing channels while remaining true to your core. As the marketing landscape evolves, let your brand personality guide your decision-making across various touchpoints.
The goal is to find your ideal customers in the right fishing holes. Think of your brand personality as the fishing pole and your offer as the bait.
When you combine the two, it's like jet fuel for your marketing journey. Or better yet, rocket fuel for your moped. Which, by the way, would be fun to watch.
You Look Better With Sprinkles
In a world of vanilla ice cream, it’s time to be the strawberry-ice-cream-with-sprinkles-on-top.
And why not? Life is short. Have a good time.
With a plate full of Oreos.
Want To Connect Your Brand Personality Into Your Marketing?
Our Grow Your Business Game Plan™ discovers your company’s brand personality, as well as nine other components that will increase your sales.
You’ll also receive custom marketing recommendations and a boatload of ideas (headlines, email campaign subjects, blog titles, social posts). And it’s all catered to your business.
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About Me
Hey, I’m Brian, co-founder of Genie Jar Digital. Born a Tar Heel but now a Virginian, I’m a father of five and the husband of one amazing lady. My family has a thing for Golden Retrievers. Given the right circumstances, I can do a smooth moonwalk on a slick kitchen floor. I recently released a young adult novel called The Jungle Within.
