Brand Personality: A Comprehensive Guide to Creating a Memorable Brand

Have you ever wondered why so many people are excited about something new? It’s simple, it’s all because they want to get access to a new product or service as soon as possible. However, this is only done when you have a memorable brand. 

Why do people act like this though? Why do they pay premium prices for memorable brands? It’s all connected to the Their psychology and personalities. 

Brands become memorable when they fulfill customers' desires and needs, which will later form an emotional connection. 

In this article, we’ll show you a comprehensive guide about how you can craft a memorable brand.

The definition and importance of brand personality 

A brand personality represents a set of human traits that define a brand. These traits will build an emotional connection with characteristics similar to those of a target audience. Brand personalities represent your brand identity and marketing. 

It’s always important to create a brand personality that will: 

1. Resonate with your target audience 
2. Create an emotional connection and foster brand loyalty 
3. Differentiate your brand 
4. Increase your brand equity 
5. Streamline your marketing messaging 

While many businesses are focused on building a brand personality, the ones that succeed the most are those who build an emotional connection with their audience from the start. 

4 Steps to building a strong brand personality 

When it comes to building a strong brand personality, there are four important steps to follow. 

1. Define your brand’s core and values 

The first step in effectively building a strong brand personality is to define your brand’s core and values. Your brand’s personality should reflect the core beliefs and the most important questions to ask include: 

1. What does your brand stand for? 
2. What mission drives your business? 
3. What type of problems are you solving for your audience? 

As a general rule, always limit your values to 3-5 key principles to promote clarity and focus. Great examples of defining your brand’s core and values are: 

1. Customer-centric values: “Delivering outstanding customer experiences,” “Empowering customers through support and education.”
2. Growth and innovation: “Improving and innovating,” “Embracing challenges as opportunities grow.”
3. Teamwork and culture: “Celebrate individuality and individuality,” “Foster collaboration and inclusivity.”
4. Quality and excellence: “Commit to delivering consistent quality,” “Striving for excellence in every product and service.”

Your core values are what shape your brand’s personality and help you establish your long-term success. 

2. Define your target audience

Deeply understanding your audience is the key to creating a relatable personality. To do this, you need to make sure you are practicing these steps: 

1. Conducting market research and surveys: Which market are you going to be in? Understand interests, values, attitudes, lifestyles, and purchasing behaviors. Deeply analyze how they interact with products or services. 
2. Define your niche: Avoid a general niche, or trying to fit in with everyone, but focus on a specific group whose needs align with your offerings. 
3. Understand pain points: Identify problems your audience is facing and identify what your brand can solve. 
4. Test your audience: Run small campaigns aimed at your target audience to see what kind of engagement levels you are getting. 

Well-defined audiences are what increase personalization, and make your brand stand out by resonating deeply with people. 

3. Create a brand story 

Every great brand story starts with an identity. Before you go any further, it’s important to answer two questions: 

1. Who founded the company? 
2. What inspired them to start the brand? 

Now, it’s time to define your brand’s purpose and values. This creates a deeper emotional connection with your audience and allows you to identify what problem you are solving. What impact do you have on the market? 

Here’s an example of what you can say: “We believe that small choices lead to big changes. That’s why we are committed every day to creating high-quality products and services not only to enrich people’s lives but also to build a good environment for future generations.”

After, it’s time to clarify the challenges and milestones your brand has faced. What lessons have shaped your journey? For example: “Before, sourcing materials was our biggest challenge. However, after months of researching, we partnered with high-quality suppliers who share our vision and make us more committed and stronger towards our mission.”

Lastly, clarify your unique values and what sets you apart. Why should customers choose you? What makes your product or service different from the rest? 

4. Develop your brand voice and tone 

Your brand’s voice and tone reflect its personality in both written and verbal communication. As a first step, it’s important to answer three questions: 

1. How do you want your audience to perceive your brand? 
2. What are your brand’s values, mission, and vision? 
3. What kind of emotions do you want to evoke in your audience? 

Your brand’s voice and tone should be unique and to make sure you are on the right page, you can craft examples of acceptable and unacceptable language and create tone guidelines by channel (social media, emails, blogs, etc.). 

After you’ve crafted your guidelines, it’s important to share them across all communication channels. 

To make it easier for you, we’re going to show you the different approaches you can undertake: 

1. Friendly and playful: This tone represents a cheerful and fun approach. For example: “Need a coffee boost today? Our new espresso is the solution, try it today!”
2. Professional and authoritative: This represents a confident and trustworthy tone of voice. For example: “Our platform simplifies project management, allowing you to focus more deeply on delivering outstanding results.”
3. Inspirational and empowering: A motivational and uplifting voice tone. A good example of this tone includes: “We believe in you. Share your journey with us.”
4. Bold and edgy: Includes a confident and daring tone of voice. For example: “Some things never go out of style, like our AI tool and pizza. Check it out!”
5. Informative and educational: Includes a helpful, reliable, and insightful tone. For example: “Here’s how you can resolve these issues. Follow these recommended steps, and let us know if you need any further assistance.”

The voice tone you choose will depend on what your brand represents and this will shape your brand personality later on. 

3 Steps to maintain and evolve your brand personality 

Now that you have a better idea of maintaining and evolving your brand personality, it’s time to learn how to maintain and evolve it. 

1. Remain consistent 

Consistency is the key to growth and building trust over time. Run through a checklist that includes: 

1. Align social posts based on your brand’s voice;
2. Use the same tone you are using in customer interactions and your email campaigns;
3. Make sure you are using the same tone across all channels.

Consistency is everything and brands that fail to remain consistent won’t be able to succeed in the long term. 

2. Adapt to your audience’s feedback

Customer preferences change and evolve over time so it's highly important to make sure your brand personality adapts without losing its core identity. This can be done by regularly analyze feedback based on your surveys, reviews, and even direct engagement on social media channels. 

Making adjustments along the way and staying relevant to your brand personality is important. Of course, a high-quality brand personality is one that always takes their audience’s feedback into consideration and takes the required actions. 

3. Monitor market trends

Always keep an eye on industry trends and make sure that your brand remains competitive and is always keeping up with your audience’s expectations. You can always experiment with new content formats and platforms. 

Market trends are always changing so stay updated and make sure you are adjusting to new customer preferences. 

Companies that have strong brand personalities 

To give you some better ideas, we came up with three brands that have strong brand personalities: 

1. Nike: Nike offers a motivational and achievement-orientated brand personality. Their campaigns are focused on showing determination and overcoming challenges. 
2. Apple: Apple’s personality is unique and innovative. Their forward-thinking and communication embody creativity and simplicity. 
3. Dove: Shows a caregiving brand personality and focuses on self-love and empowerment that highlights a caring and nurturing personality. 

These are just a few examples, of course, it’s up to you to see how your brand personality fits and even which business personality is related to yours. You can always take advice from others and see how you can use it to help your brand and personality. 

Building a brand personality is a strategic process

Building a brand personality is a strategic process that requires creativity and consistency. By defining your values, understanding your audience, and maintaining authenticity, you can easily create a brand personality that stands out from competitors and builds long-lasting relationships with your customers. 

Always remember that your brand personality is not static, it involves evolving your audience and market trends while remaining loyal to your brand identity. Therefore, take the necessary steps and create an impactful and meaningful presence in your industry.