A brand's personality is a set of human characteristics applied to a brand. These characteristics help consumers relate to the products or services that your company provides, and if done correctly it will increase your brand's equity by establishing a distinct set of traits.
The best way to think about a brand's personality is to relate it to human interaction. When you meet someone you begin to notice what makes them unique. As time goes on, you establish a relationship and get a better understanding of their personality. It's the same way with brands. When a consumer interacts with your brand they should be able to get a feel for what your company is about. Is your brand funny, light-hearted, serious, educational, distant, or kind?
Why Does My Brand Need a Personality?
Developing a brand's personality is about crafting the consumer's interaction with your brand. You want consumers to have a certain feeling when they use your product of service, and if the personality is constantly changing then consumers will become confused. Plus, a brand's personality helps to establish brand equity - an intangible asset created when consumers recognize a consistent set of traits. Over time, consumers will begin to notice your brand's "feeling" even in the absence of visual reminders. This gives your brand more flexibility and allows for smoother transitions during the promotional process.
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