Branding gives organizations the chance to create ourselves in our own best image. We decide who we want to be, and present that face to the world. As we discussed on this blog, then it’s up to us to clearly and consistently present that brand in everything we do. That’s what is necessary to present an authentic brand.
Since branding is aspirational, we get to decide who we want to be. What is the personality we choose for our brand? How will we act, day in and day out, that will feel authentic to us long-term? That is our brand personality.
Most business owners aren’t used to thinking of their business in terms of a brand or a personality. So here are some ways to help you uncover the personality that makes your brand unique.
Describe your brand as a room.
Following are several photos of rooms. Does one feel exactly like your brand? Or is your brand a combination or two or more of these? Try to get a picture of what your brand would look like as a physical space (if money and practical considerations were no object). Here are some photos (all from Unsplash) to jump-start your thinking.
Describe your brand as a person.
What does it look like? How old? What does it do for fun? How does it dress? What does it like to eat? Where does it go on vacation? What values are important to it?
Pick some adjectives that describe the personality of your brand.
There are many possible options. This list is a great start – it is modified from a comprehensive list on DesigningtoDelight.com.
Where do you fall on the Brand Personality Spectrum?
Where do want to be between these pairs of words? There are no good or bad answers, just select what is most authentic for you. Put a dot on the lines to indicate where you fall between these pairs of extremes. This is from Big Brand System.
Personable and friendly ____________ Corporate, professional
Spontaneous, high energy ____________ Careful thinking, planning
Modern or high tech ____________ Classic and traditional
Cutting edge ____________ Established
Fun ____________ Serious
Accessible to all ____________ Upscale
Pulling this all together is where the magic happens.
With all this information in hand – rooms, descriptions of people, adjectives, and dots on the spectra – we will create a brand that perfectly communicates who our client is, and who they want to be. Then, the real hard work begins. The client needs to live the promise of this brand every day.