Create Consistency Through Brand Personality

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We love to personify the brands around us.

It’s in our nature to not just look at a pair of shoes and think, “Those will do a good job covering my feet” but instead think “Cool, hip, trendy, fun”. We use labels to categorize and create shortcuts that give deeper meaning to what we buy.

In today’s saturated market, establishing a strong and consistent brand is crucial. Fierce competition and ever-changing consumer expectations require you to cut through the noise and leave a lasting impression that builds the right type of customer labels for your brand.

Lucky for you, there is a powerful tool at your disposal that can make all the difference. By using brand personality you can infuse your brand into a cohesive customer experience that resonates with your audience. 

 

What is brand personality?

Brand personality is the unique set of human-like characteristics that define your brand and differentiate you from competitors. Just like a person, your brand has a personality that should shape how you are perceived. Brand personality is not a logo, a tone of voice, or a product, but each of these elements must show your personality in their own way.

When your brand infuses each element with a consistent brand personality, customers experience your company in a very different way. Think of the difference between an Apple retail experience and that of other retailers. Each element is meticulously obsessed-over to ensure the experience aligns with the charter to deliver precision design and premium value. Thoughtful application of brand personality consistently applied time and time again drives trust and loyalty by exceeding customer expectations. 

 

Consistency is the Bedrock of Trust

We live in a world where consumers are bombarded with thousands of branded messages every day. Leveraging a consistent brand personality allows you to stand out and build recognition and trust. When customers encounter a brand that maintains consistency across various touchpoints, be it social media, advertising, or customer service, they develop a sense of familiarity and reliability. This familiarity creates a strong emotional connection in our brains, leading to increased brand loyalty and advocacy.

 

Start with Your Why

To create a consistent brand experience, start at the beginning. Your purpose is why you exist and your unique vision for the impact you will make in the world. Your purpose plays a critical role in shaping where you’re going and how you’ll get there. 

A purpose statement helps you connect with others (employees, partners, customers, investors, community) on a deeper emotional level – beyond making money and growing market share. Your brand personality must be synonymous with your brand’s purpose. No matter which comes first, it is imperative that they clearly align.

 

Brand Strategy and Purpose

Once you know why you exist (brand purpose) and identify the words that articulate who you are (brand personality), you then need to lay out the other elements of positioning your brand in the market. 

Most brand strategists view the elements of a brand’s strategy a little differently and use slightly different, but related terminology to articulate the foundational elements to be created. Nonetheless, the goal remains the same. Brand strategy must provide your team with the tools to build a consistent customer experience across channels, products, audiences, and geographies. By defining who you serve, what you do, and why you exist, you’re well on your way to creating consistency through clarity.

 

The Power of Brand Identity

We associate meaning with nearly everything we sense. Our brains look for patterns and associate new patterns with old patterns to formulate perception. The way your brand is perceived is closely linked to the ways in which you show up. And humans, being the sensing creatures that we are, use these cues from a brand’s identity to form perceptions. Brand identity includes those elements we sense, such as a logo, typeface, color, smell, touch, sound, and more. Everything from colors to textiles to tone of voice to music assists us in creating conclusions about the essence of a brand.

By grounding your decisions in purpose and strategy, your brand identity can be a constant reminder of the personality your brand wants others to perceive. The key is ensuring that your personal, subjective opinions don’t get in the way. Your brand identity must be created for your audience and must communicate who you are.

 

Craft Compelling Stories

Humans are wired for storytelling, and compelling narratives can help bring your brand personality to life. Storytelling techniques can help communicate your brand’s values, evoke certain emotions, and engage your audience. The stories should consistently reflect your brand personality, reinforcing the overall messaging consistency.

Stories told through the power of video are a great opportunity to show your brand’s characteristics visually and through sound. The prevalence of video in today’s marketing landscape is a reminder of both the opportunity to tell great visual stories along with the need to be brief and concise.

 

Train Your Team 

Consistency cannot be achieved if your team isn’t clear on what success looks like or if they aren’t aligned with your brand personality. Brand workshops are an opportunity to show and educate your teams about your brand’s purpose, strategy, and identity. By empowering your team to embody the brand personality, you can ensure that every customer experience reflects who you are as a brand.

 

Balance Consistency with Evolution

Consistency does not mean stagnation. By keeping a close eye on how your brand is perceived as well as changing market conditions, you’ll know when the time is right to make adjustments. Customer expectations will evolve, and your brand personality should adapt accordingly. However, this cannot be done often, so utilize data, customer research, and market trends to ensure that any changes you make are sustainable while also staying true to your purpose and strategy. 

 

Lean into Your Brand Personality

Brand personality is a powerful tool that can guide your strategy and go-to-market in a way that builds customer trust and loyalty. Using brand personality empowers your team to become brand champions in the decisions they make every day while driving consistency.

The process to define your brand personality depends on what needs to be transformed from where you are today, to the brand you need to be to fulfill your purpose. This should include gathering research and mining for insights from your stakeholders both internal and external. 

 

Like anything, getting started is the first step. Want to learn more? Let’s grab a call to discuss

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