What is your brand personality? Hint: It’s not your personality. It’s not your team’s vibe. It’s not the look and feel of your product. It might not even be what you had in mind when starting your company.
It’s time to define what your brand’s personality actually is, and I am glad to share ‘the secret sauce’ with you.
A brand’s personality is derived from keywords that best describe your brand’s character as if your brand was a person. You think about how your brand wants to be perceived by your target audience – how it wants to make them feel. Who is your brand as a person? Is (s)he helpful, clever, feisty, glamorous? Below graphic from my bestselling book How to Launch a Brand describes this process and can help you get started on this simple, fun and extremely powerful early branding exercise, which is best done together with your team:
After compiling your list of keywords, associate each keyword with one or more brand personality archetypes. See the archetypes we like using, together with example keywords, below:
At the end of that exercise, you will see which three personality archetypes have the most keywords associated with them. Those are the personality traits your brand needs to fully represent from here on out in all of its visual and verbal communications. This simple yet very meaningful exercise should assist in defining the company name, the brand identity design as well as the brand atmosphere.
Looking at Target as an example most of us are familiar with, it quickly becomes obvious that we see Target first and foremost as a Friend, a Mother, and a Dreamer. What is your brand’s personality? Get your team together in a room, put your therapist hat on and find out!
Going through a brand transformation? Contact us to discuss how we can enable your relaunch.
CATEGORIES: Blog Startup Advice Your Brand Launch: Brand Strategy
TAGS: Brand Archetype, Brand Foundation, Brand Personality, Brand Strategy
36 COMMENTS
Fabian Geyrhalter is the Principal of FINIEN, creating clarity for brand transformations.
Key branding lessons to save time and money while winning hearts and minds.
How to turn any venture into an admired brand
How to Launch a Brand
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Ekene
Thanks. This has helped me a lot. Still defining the brand personality though, but this has been a great starting point
H.Q.
Never thought of the concept “brand personality”. I believe that your article, which I found almost by chance, could give me a hint or two whenever I will launch a new product.
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Jedd Meyer
Great read! Trying to build up my brand personality with my new company. We’re just a small <a href="https://www.pestcontrolspringfield.net"< Pest Control Springfield MO company.
Thank you for the tips!
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Sandra Adam
This is such a helpful and very informative post.
Thanks for sharing with us.
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malesngeblog
Thanks
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