Warm, serious, adventurous, introverted, disciplined… there’s no shortage of words you can use to describe personality. They’re all simply a way of defining the traits that make you, well, you.
Of course, personalities aren’t just limited to humans. It’s in our nature to assign personalities to the things around us, even if they’re not alive - it’s why so many of us think our cars and computers have a mind of their own!
Brands are no different. The human characteristics people see in your brand - its ‘personality’ - play a key role in how well your brand resonates with them. Having a well-defined personality humanises your brand, giving it an identity that makes it more relatable to its target audience.
At b4b Marketing, we know just how essential brand personality is to a successful marketing strategy. Read on for our top tips on defining your brand personality, from identifying your audience to working out the best ways to show it off to potential customers.
1. Get to know your audience
First things first, you need to get a good idea of who your audience is. After all, it’s hard to appeal to someone when you don’t know anything about them!
A good starting point is to consider who your product or service would most appeal to. You should take into account:
- Demographics (age, gender, financial status, etc)
- Tastes and interests
- Pain points
- Needs and priorities
- Industry (if your product or service is B2B)
- Typical language used
The Ashfield Partnership is a property development group based in Hampshire. With heritage, stability, and sustainability as their driving values, they focus on using traditional building practices to create homes that cater not just to the present generation, but to future generations as well.
Their emphasis on tradition and environmentalism make them an attractive option for individuals sharing the same values. We reflected in the design of their website, with prominent wildlife imagery and a consistently warm and passionate tone throughout the copy.
2. Identify the adjectives your brand represents
Now that you’ve got a clear image of who your audience is, you can start narrowing down the human characteristics your brand represents.
Start by brainstorming how you want your brand to be perceived. Young and rebellious? Classy and timeless? It all depends on your core values, industry, and Unique Selling Point (USP), as well as what would most appeal to your target audience.
For example, if you’re selling high-end fishing equipment, think about who’s most likely to be drawn in by your products: financially well-off fishing enthusiasts passionate about having the most state-of-the-art equipment available. Accordingly, words like modern and innovative would suit your brand well.
Cobra RIBs is a British manufacturer of high-end RIB boats. When creating content for their brand, we focused on highlighting three traits: adventurousness, confidence, and luxury. We used a bold and inspirational tone of voice in their copy, which was complemented by images of wide ocean vistas and their RIBs’ luxury features.
3. Reflect your personality throughout all your branding
Whatever personality you settle on, the important thing is making sure it’s consistent throughout all of your marketing. Your brand's voice is everywhere your brand is, so you need it to be instantly identifiable and unforgettable across all channels.
Without consistency, your brand personality is weakened - a funny, casual tone of voice would clash with more serious imagery, for instance.
When creating a dynamic new website for global eSports company PGS, we integrated design elements that echoed their cutting-edge style and industry. These included a sophisticated colour scheme featuring shades of dark and gold, as well as smooth animations and a polished overall look. These features seamlessly complemented their existing social media branding, creating a cohesive and visually impressive online presence.
Nail your brand personality with b4b Marketing
At b4b Marketing, creating standout branding is our specialty.
When you start working with us, we’ll use a carefully honed process to help you narrow down the perfect personality for your brand. Our top-notch team of graphic designers, copywriters, and social media wizards will then bring it to life, aligning your marketing messaging in a way that gets your brand standing head and shoulders above the competition.