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How to Build a Brand Personality

cokeWhen an unexpected black out interrupted the 2013 Super Bowl, brands big and small took to Twitter. Their goal was to make sure their brand name was part of what was likely to be one of the biggest online conversations for the next forty-eight hours. The brands that really made a name for themselves were the brands that showed a little personality, as this Forbes article discusses. Followers appreciated the humor and seeing a side of their favorite brands that they hadn’t seen before, and these tweets are still some of the most retweeted and favorited to this date.

Showing your brand’s personality is vital to building a loyal following of customers or clients. But how do you do it? There are many different ways to creatively express your brand, but building your brand is also built upon some shared fundamental principles. Here’s your quick guide to get you started building the next most popular brand.

Know what a brand personality is. Your brand’s personality colors your marketing, design, communications, and product. It is the experience that your customers expect to have when they communicate or purchase from you. You should know what tone you want to take on and effectively communicate that to everyone on your team, especially your marketing and PR team.

Are you inventive or consistent? While these two traits are not mutually exclusive, pick the buzzword that most closely fits your brand, and work off of that. 

Are you efficient or easy-going? Again, this is not necessarily mutually exclusive, but choose the word that better explains how you run your business and interact with customers.

Are you reserved or outgoing? Is your business the person at the party who is talking to every single guest or are you standing in the corner, waiting for someone to come up and talk to you?

Are you friendly or cold? Like most small brands, you’ll probably want to come across as friendly, but are you actually coming across as cold in an attempt to look professional?

Are you sensitive or confident? You can be both, but for the purposes of building your brand personality, choose just one when sending out marketing communications.

Tailor your design, communications, and business plan to match your ideal brand personality. Once you’ve decided what kind of personality you want your brand to have, start tailoring your brand to match that personality. Warm colors, sans serif fonts, rounded edges, and open space are usually associated more with friendly, down-to-earth businesses, while cool colors, serif fonts, hard edges, and tightly arranged webpages are more closely associated with professionalism.

Stick to your personality. Once you’ve developed and implemented your brand personality, keep the traits somewhere visible so you’ll remember to adhere to them with every marketing message and customers communication.