Understanding Brand Personality: A Key Element in Customer Attraction
Every brand, like every individual, has a unique personality that plays a vital role in attracting customers. Defining and embodying this personality is crucial for building customer loyalty and standing out in the market. This tutorial explores the importance of brand personality, guides you in identifying descriptors for your brand, and emphasizes the need for internal consistency across your business. Dive into the world of brand personalities to enhance your marketing strategy and customer engagement.
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Presentation Transcript
Tutorial 8 Brand personality Everyone has a personality, whether its good or bad, everyone has one. It s no different for brands. Every brand should have a defined personality, a way of being and a way of communicating. In the same way we attract (or repel!) people with our personality, our brand personality attracts (or repels!) customers. And when we say it is always important to be yourself, it s just as important that your brand lives it s personality and is true to itself because it s the thing that your customer buys into. That s why we choose one product over another, knowingly or unknowingly, we are identifying with the personality of the brand and we are generally loyal to it. Your personality is not just about external communication. Its about internal communication and interaction too. How we treat each other, speak to each other, work with each other. We need employees, suppliers, partners to buy into this personality too. It s needs to be consistent throughout the business. EXERCISE. This is similar to the previous exercise - on the following pages is the brand triangle from the previous tutorial. Today we are looking at level 4. Identify three descriptors of how you would describe your brand personality. It can be very easy in this exercise to identify very generic that can be very bland or open to misinterpretation. On the following page, expand on that word, define what it means to your brand. It s really important to give that word a specific definition that you and your customers understand. (I ve put mine in as an example and guide)
What am I like Charismatic, Passionate, Honest How do I make my clients feel 2 Energised, Focussed, Reassured What I deliver for my clients Understand the business, provide leadership, decision making and strategy planning to bring the whole team together toward a common objective
Word What does the word represent? What is the personality of your brand, what is the tone and approach you use with your customers, how do you attract them Charismatic I am charismatic, not in the same way as movie star, but in the sense that I am creative and engaging and can carry and enthuse people with my ideas and the way I communicate them. I lead people in new directions. Passionate Passionate is an overused word, it becomes almost generic. I am passionate in a way that physically manifests itself in the way I present myself. I am excitable and infectious when I have something to say it s involuntary, it s just the way I am! I get carried away with ideas, believe in things passionately and want to share that passion I get my message across directly. I empathise with people enough to understand how to get my message across with offending. It s important to be honest and I want to be perceived as honest, someone who clients can trust to tell them how it is and how it could be. I don t have time for bullshit and the people who talk it life s too short Honest
Insert your company name or brand logo here What am I like How do I make my clients feel 4 Refer to Tutorial 7 What I deliver for my clients Refer to Tutorial 6
Word What does the word represent?
