Brand Architecture Business Solutions

Giving Your Business a Pulse: How to Design Your Brand Personality

People connect with people, not faceless corporations. If you want your new business to thrive online, you need to humanise it. This is where your brand personality comes into play.

Your brand personality is like the unique set of traits and characteristics that your brand shows to the world. It’s what makes your brand seem human-like and relatable to your customers. As we’ve noted before, your brand personality (along with your voice) is a core component of your brand identity. It is a tangible way you express yourself, rather than just a background strategy.

Why is this so important for beginners? Because it affects how your target audience perceives your brand, how they connect with it on an emotional level, and what your ideal customer choose you over your competitors.

When we design a brand identity for a client, we always follow two major guidelines to establish this personality:

Align with your customers: If your target audience is young, tech-savvy, and adventurous, your brand personality could be youthful, innovative, and daring.
Align with your brand’s core values: If your brand’s core values are sustainability, inclusivity, and social responsibility, your brand personality could be eco-friendly, inclusive, and socially conscious.

Think about some of the most successful businesses in the world. Apple is known for being innovative, sleek, and creative, while a brand like Lego is imaginative, playful, and creative.

To get started on yours, write down a list of adjectives that could potentially describe your customers, list your core values, and look for the crossover. By bringing those human traits to the forefront, you make your online presence magnetic, authentic, and impossible to ignore.