Discovering Your Brand’s Personality
Your brand's personality should reflect who you are as a business and how you want to connect with your customers. Just like people, brands can be adventurous, caring, sophisticated, or playful. By assigning human characteristics to your brand, you are making your business more relatable and memorable.
How do I know what my brand’s personality is?
To get started, think about the traits that resonate most with your brand's mission, values, and target audience. I’ve curated a list of personality adjectives to help inspire you.
Are you aiming for a bold and innovative vibe, or maybe a warm and nurturing one? Select the adjectives that best represent your brand's unique essence.
Tip: Everyone wants to be “authentic.” Try to dig a little deeper and shine a spotlight on what makes your business special.
Why is brand personality so important to the design process?
Your brand’s personality is an important part of the brand design process because it helps to determine the overall look and feel of your brand. Having brand personality traits in mind when crafting your brand’s visual identity will guide every decision from color scheme, to font choice, to imagery.
For me, as a brand designer, nailing down your brand personality BEFORE I start designing allows me to create a visual brand identity that best reflects your unique business.
Put your brand personality into play
Consistency is key! Make sure every touchpoint (every email, social media post, blurb of text on your website, etc.) reflects your brand's unique personality.
Tips:
Having a strong set of branding guidelines like those that I create for my branding clients will help keep you on track with how you present your business visually.
Keep a post-it note on your desk with your brand personality adjectives to remind you of the tone you want to project to your audience when you are writing about your business.
To sum it up:
Defining your brand’s personality is a great way to focus in on what makes your business unique. A well-designed brand that has been shaped by your brand personality allows you to connect with your audience on an emotional level, building trust and loyalty.
