4 Tips for Showcasing Your Brand’s PersonalityMake your brand more “human” with these creative ideas.
If you were to paint a portrait of your brand, what would it look like? What kinds of human characteristics would you give it? Would “he” or “she” be youthful and carefree, or elegant and sophisticated? Rugged and outdoorsy or innocent and sincere?
Assigning human personality traits to your brands is a great way to set yourself apart from the competition and connect to your target audience on a deeper level, said Jonathan Fisher, co-founder and chairman of BrandExtract.
“When a brand reflects the personality of the organization and the values it operates off of, it allows a potential customer to align their own values with the organization,” he explained. “Giving your brand a human personality allows your customers to empathize with you and form a strong emotional bond.”
Your brand’s personality should be clear in every interaction a customer has with your business — whether they’re exploring your website, interacting with your brand on social media or visiting your store. If you’re looking for ways to breathe some life into your brand, here are a few ideas to get you started.
Go ‘behind the scenes’
“If you make your brand relatable and ‘human,’ people will be drawn to your brand,” said Rachel Winters, social media strategist for ad firm GWP Advertising. Because consumers are more likely to buy from brands they find relatable and engaging, she suggested using social as a way to give customers a “behind the scenes” look at what you do and who you are as a business.
Winters said GWP leverages SnapChat to showcase what goes into the ad agency’s creative process. When working with a client at a photoshoot or when filming a video ad, the staff will take pics throughout the day and add them to the company’s SnapChat story. Not only does this show off the kinds of services GWP provides, but it also highlights how much the employees enjoy their work and love what they do, she said.
Share your heritage
Just as every person has a story of who they are and where they’re from, so does your brand. Sharing the stories behind your business’ heritage shows customers why you’re so passionate about what you do and helps build an emotional bond with your brand.
For instance, if your reason for opening an Italian eatery was to honor the memory of your grandmother who immigrated from Italy, pull at your customers’ heartstrings by sharing that story. Add it to your website, include a photo of her in your menu and tell her tale in one-on-one conversations with your guests.
Remember, if nobody knows your story, they can’t connect with it, so make sure you (and your staff) know your brand story and know how they can share it.
Create a catchphrase
Another powerful way to show off your brand personality is by creating a catchphrase or slogan that becomes synonymous with your brand. Think of how many TV personalities can be quickly identified just by the signature statements they use all the time. No matter where you hear a character’s catchphrase, you immediately think of the character — and the personality that goes with it.
Seela’s Paint and Wallpaper in Wayne, New Jersey, chose to highlight their brand through a catchphrase often used by their founder, Al Seela: “Paint without advice is worth only half the price.”
By using this fatherly-sounding quip as a tagline, Seela’s showcases their family-focused, helpful brand personality by making consumers feel like they’re not just getting advice from a paint salesman, but gleaning wisdom from an uncle or father figure.
Stay true to your priorities
When thinking about what kind of personality you might ascribe to your brand, it’s highly important to make sure it resonates with your target audience, said Carlos Montalvo, owner of website design firm Divi Dezigns.
“A brand personality is a way to showcase what values the owners prioritize,” he said, so it should always accurately reflect who you are and what you do.
As an example, Montalvo compared the personality reflected in a website built for a doctor’s office versus one built for an artist’s portfolio:
“When I created medical theme websites for doctors and dentists, the website’s copy maintained a formal tone and the design was modern while not overly flashy. The reason behind this was to showcase their professionalism. On the other hand, when I made the artist portfolio theme, the website had more flashing graphics and interactive features in order to illustrate artists’ engaging and creative personalities.”
Whether your brand is exciting, sincere, rugged or professional is up to you. Just make sure the final personality portrait makes sense for your business — and is someone your customers will actually like.