Branding with Personality
When you understand your brand personality, you can use it to attract new customers and retain existing clients. Understanding your brand personality will enable you to select an appropriate style to reach your target market.
Your brand personality should be communicated consistently throughout your business including:
- advertising
- graphic design
- web design
- web content
- marketing collateral
- PR
- promotional material
- sponsorship.
Brand Personality and Authenticity
Building an authentic brand where its personality matches its practice will build trust with customers and long lasting business relationships. If you choose to change your brand and its personality, be aware this can cause confusion for existing customers—you could potentially lose them if you don’t manage the transition well.
Retaining your customers may not easy because many other brands are also competing for the same target market. Your advantage is that your existing customers already have a relationship with you. Relationships are built around identities and personalities. Who are you as a brand and what do you stand for? If you are unsure, your customers will certainly have a perception of your business that would be helpful to understand.
Brand Personality and Solopreneurs
If you are a solopreneur or freelancer the quickest and easiest way to create a brand personality is to match it with your own personality since you probably are the business. Even if you have a larger businesses, there is nothing stopping you building the brand personality around your own. Think Richard Branson here. You can leverage your own personality and relationship and evolve it and your business progresses.
Brand personality is a big key to your business success!
