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How to Build the Right Brand Personality

For any business, regardless of size, it’s important for your brand to stand out, and developing a ‘personality’ to reinforce your brand identity is increasingly important.

Whether you’re a courier like us at TNT, a butcher, a baker or indeed a candlestick maker, a brand personality is essential.

Why is this? To be successful, your brand needs to cultivate a persona that goes along with the core brand values to attract custom and make connections with clients on a more personal level.

What is a Brand Personality?

A brand personality is the way your business can make itself appear more human, personable and friendly. When a customer can relate to a brand by attributing it with human characteristics, they’re more likely to be loyal and have a better perception of your brand as a whole.

Why Bother?

Customers react well to brands that make an effort to create a personal service that makes them feel listened to and important. When a brand is impersonal it turns customers off, and they take their custom elsewhere. Putting a human face on a brand is reassuring, and involves the customer more – they make an investment with their time.

When you establish an effective brand identity long-term, your profitability will be increased as customers will be more likely to recommend your products or services to others. It’s all about first impressions, and keeping that consistent throughout the customer experience.

Consistency is Key

The way you implement your brand identity strategy needs to be consistent first and foremost. You need to establish your aims in all aspects of your client facing output, as well as making sure the inner workings of your business are in keeping with the values you champion in your brand persona.

Personality is as much about your visual branding as well as your web copy – so make sure your two-pronged campaign marries the two.

Where to Start to Develop a Brand Personality

Before you go about personalising your brand, you need to establish how you want to be seen and what messages you want to be sending to your clients and the world at large. Whether your company tone of voice is formal yet friendly, or informal and conversational, will largely depend on your client base and the products or services you offer. Make sure it’s appropriate for your business.

In order to get your tone right for your business, you’ll need to study the wants and needs of your customer, and the customers of your direct rivals in order to ascertain your plan of action. Knowing your customer is paramount to your branding success.

The Key Aspects of Brand Personality:

Uniqueness Helps Build a Brand

Naturally, this is something only you can bring to the table. Most big successful brands have jumped on the brand identity bandwagon, so you need to put forward something no one else can. Look at competitors and build your strategy around being better than the rest, offering something no one else does – driving customers to you.

Display Your Qualities as Solutions

Going back to ‘knowing your customer’, you should play off their wants and needs in terms of any problems they have, and the perfect solution that you can offer. Ask them questions that play to your strengths. Our expertise in courier delivery at TNT means we can offer solutions like next day delivery; if you offer services that give you an edge, shout about them.

Content Stylistics

Establish the tone of voice in all your content; your website landing pages, your email, promotional outreach and your branding need to be in a consistent tone and style for continuity to really reinforce your identity. Are you going to be colloquial and speak in third-person? Will you use contractions?

Visual Branding

Choice of colours, images, font and layout are as much of an essential asset as well as written and concise content. You need to make a visual impression to draw in customers and get them looking further into what your business offers, not getting turned off by a hard-to-use site. Nail it in your web presence – link to social media where your brand identity can really shine out in direct interactions with your customer.

Paradoxically, in business today, in order to stand out, you need to fit in; developing your personality as a brand will help you exceed customer expectations when it’s done well, and help to take your brand further on the route to success. With success stories of brands that are big on personality, it would be foolish to suggest it doesn’t work. Put simply, having a personality shows you’re more than just a business.