Tips to Create Compelling Brand Personality

What is Brand Personality?

Brand Personality is a set of human characteristics associated with a brand, product or service. For example, we think CNN as a trustworthy and knowledgeable brand, likewise, Marlboro brings out the image of masculinity, freedom and adventurous. Having a brand personality will make your brand stand out and different from your competitors, and planned right, could be the source of connection between brand and consumers. However, it is not always easy to create a strong and clear brand personality. We would like to share a few tips that you need to observe when it comes to designing your brand personality.

Brand Personality needs to be different!

What is the point of having a personality that has been overused by your competitors? By being original and authentic, you stand a much greater chance to be noticed by your consumers. Take Southwest Airlines for example. When every budget airlines shout “I’m affordable!”, “No frill!” and the like, SA went further, finding a niche personality that create a uniqueness by adding “FUN”, now if you do not want to pay through your nose for your airline ticket, but also do not want to get bored stiff, you will fly Southwest.

Brand Personality needs to be credible!

Just like human being, brand personality needs to be crafted in an authentic way based on your capabilities and competencies. Otherwise, consumers will find the discrepancies and start to doubt your brand. A neighboring country immigration office includes “Friendliness” as their personality, but unfortunately, nobody could, after 8 hours shift day in and out, smile at everyone they face. It would be more credible if they adopt “courteous” and “efficient” as their personality.

Brand Personality needs to be relevant!

It might be a no-brainer, but sometimes, because of the creative process, strategists often forget that whatever they create, should relate back to the targeted customers! If you are in a B2B business, most likely you would not adopt a “fun, carefree” personality because this is not what your target market wanted. Likewise, if you are a luxury goods retailer, you do not want to show “funky” as your brand personality. Pick the best personality that connects to your brand and audiences!

Brand Personality needs to be consistent!

We are always the biggest advocate of consistency. Without consistency, your message will simply be diluted overtime, and again, your customers will start to doubt you. To do this, you as the strategist of the brand, need to formulate the personality clearly, and translate this personality to your touchpoints, thus creating the coveted consistency.

Creating a brand personality (or creating a strong, world-class brand in that matter) is not an easy task. It is a journey that never ends and sometimes you will find obstacles in the way. Contact Jerome now, so he can help you to alleviate your problem and creating real impact that drives your bottom line!

The Three Laws of Personal Branding

Personal branding is essential if you want to find success in your professional career as it brings into play your ability to stand out in the market place. If you are looking to stand out in your current job or in the marketplace than Personal Branding is critical to delivering your brand essence consistently and memorably to your target market.

Here are 3 quick ways to help you build your Personal Brand:

Law 1: Find your unique brand position

What is your Brand Value and Personality and how unique is this? Does this Brand personality relate to your target audience? While it might not be easy to find the answer, the time you spend on it is well worth it.

Law 2: Maximize your visibility.

A strong brand personality won’t do you any good if it doesn’t reach the right people. That is why visibility is very important. You should spend a lot of time to maximize your visibility if you want your brand to be recognized. While there are many ways to do it, here are some ideas:

Create a blog

Write articles

Speak at seminars

Attend networking events

The bottom line is you should reach out constantly and consistently.

Law 3: Build a wide network of contacts and associates. Successful people nurture a network of contacts.

You could start off with your existing network and later work at building a larger network through networking and word of mouth.