Our previous blog revealed how to create a customer avatar - the blueprint for reaching your ideal audience.
A customer avatar isn't just a marketing tool—it's the heart of your brand's strategy. By investing the time to create one, you're not just defining your audience; you're creating the foundation for meaningful, lasting relationships with the people who matter most.
Today, we'll continue the topic and share the secret of building a brand personality.
Brand personality is a topic that often gets sidelined or oversimplified. For many, defining a brand's personality can feel as straightforward as picking one of the 12 classic archetypes, giving it a bit of flair, and calling it a day. But here's the truth: creating a truly authentic brand personality takes time, effort, and, for some brands, years of fine-tuning to make it solid and memorable.
Take Marlboro, for example. Back in the 1927s, it was a brand aimed at female smokers "mild as May". Fast forward a few decades, and it transformed into the epitome of rugged masculinity—the cowboy. This dramatic shift wasn't just about a new ad campaign; it was a reinvention of the brand's identity, rooted in a deep understanding of its evolving audience.
Like people, brands grow, adapt, and refine their personalities over time, shaped by trends, market shifts, and cultural changes. But how do you start defining a brand personality that's authentic to your business? Let's break it down.
What is Brand Personality?
Let's imagine your brand is a person. Not just any person, but someone who walks into a room and instantly leaves an impression. They have a distinct way of speaking, dressing, and interacting with others. They evoke certain feelings and leave you with a clear sense of who they are. That, in essence, is brand personality—the human characteristics your brand embodies.
Brand personality is how your audience perceives your brand, and it shapes how they connect with it emotionally. It's the way your brand "behaves" across touchpoints—whether it's the tone of your copy, the colours of your logo, or how you interact on social media. It's about more than just looking good or sounding clever; it's about consistency and authenticity.
Know Your Audience
Before you can build a personality for your brand, you need to understand who it's speaking to. Your customer persona is your foundation.
For many people, the brands they choose reflect something about their identity. Think about it: owning a high-end Canon camera isn't just about functionality; it's about feeling like a professional photographer. Sports enthusiasts often tie their achievements to specific sports brands that align with their goals or style.
A brand's personality is like a fictional character in a story. Sound a bit abstract? Let us explain.
Build a Brand Character
With our clients, we often offer a process of brand development we call the fictional character.
Imagine your brand as a protagonist in a story. First and foremost, this character has a purpose. It doesn't just pop up into a story for no reason. They have dreams and values they stand for. They inspire others, draw followers, and have a charisma that leaves an impression. In the same way, your brand should:
Define Your Customer's Persona
Understand their needs, desires, and values. Based on that, you start shaping a character that either embodies their one or someone inspirational for this audience. Maybe it is someone they want to see who brings changes and makes things better.
Establish Shared Values and Purpose
What does your brand stand for? How does this align with your audience's beliefs? That is an area you should really think about. Done right can really connect you to your customers and help your brand positioning, for many values stand way above any wealth in the world. It is something sacred that people lean on and trust and most likely is the first impression they will judge upon.
Craft a Vision People Can Rally Behind
Your vision is the north star that guides your brand and inspires loyalty. You've already heard that many times, right? But why? Your brand vision is also a very powerful tool for connecting and further communicating the brand. What you try to achieve might be beneficial for many or even change the world entirely. Why not? Maybe it can start a movement. Some big brands even stand for/behind some movements, so later on, they become associated with them.
Translate These Into Personality Traits
What kind of "character" does your brand become when you combine these elements? So, based on all the above, you start shaping the image of that protagonist your brand wants to represent. You can go into as many details as you like; of course, the better, the more.
Explain every little detail of this person. How he walks, how he stands, how they shake hands and talk. How dressed (what brands are related per se), what type of clothes, even the eyes colour. Similarly to creating a customer avatar, the brand avatar must be done in detail. That doesn't mean it can't change over the years. That just means you have a complete understanding and control over it.
Bring It to Life
Now you've got a basic brand personality—a solid 80% of what most startups need. But here's the catch: the best brands don't stop here. They work tirelessly to refine their personality, integrating it seamlessly into every aspect of their operations. A truly exceptional brand doesn't just "have" a personality—it lives it through every interaction, campaign, and decision, down to the smallest detail.
Your social media presence is the digital manifestation of your brand personality. Whether posting a quick update or engaging in the comments, the tone should reflect your personality—friendly, authoritative, quirky, or inspiring.
Use colours, fonts, and imagery that align with your brand's identity. If your brand is playful, opt for vibrant visuals and fun animations. If it's sophisticated, sleek and minimalistic design works best.
Brand personality becomes real during events and workshops. Design events that reflect your core values. For example, an eco-friendly brand might host a sustainable product showcase, while a bold, innovative brand could create immersive, tech-driven experiences.
Decor, music, and even the way invitations are crafted should resonate with your brand's essence. Think of every detail, from the signage to the giveaway bags, as an extension of your personality.
A brand's personality isn't limited to its external presence—it deeply influences the people who work for it and the contractors it hires.
Brands with strong personalities often look for employees whose personal values and working styles align with their ethos. For example, a friendly, customer-focused brand hires individuals with natural empathy.
Training programs should immerse employees in the brand's culture. That might include courses on tone of voice and customer interaction, workshops on embodying the brand's values in decision-making and teamwork, and internal brand guidelines as a "playbook" for consistent representation.
Contractors should also reflect the brand. Include them in onboarding sessions, provide clear style guides, and ensure their deliverables align with your brand personality.
Offer Value Without Pushing
When it comes to attracting and retaining followers, the secret lies in offering genuine value without the hard sell. Your brand should act as a trusted guide, offering insights, solutions, or inspiration that naturally draw people in. But what truly inspires people to connect with and follow a brand? The answer often lies in its ideology, vision, and ethos—the core beliefs and guiding principles that resonate deeply with the audience.
People are drawn to brands that reflect their own worldview. Whether challenging the status quo, advocating for sustainability, or embracing innovation, a strong ideological stance can galvanise a following.
A brand's vision is its promise of a better future—an aspiration that resonates with the dreams of its audience. This sense of direction creates a magnetic pull.
A brand's ethos—the principles it lives by—creates a foundation of trust and emotional connection. Different values attract specific types of people because they reflect what those individuals prioritise in life.
The ultimate goal is to position your brand as a guide and partner, not a salesperson. Speak to your audience's aspirations, reflect their values, and inspire their trust. By aligning your ideology, vision, and ethos with their deeper needs, you'll create an emotional connection that keeps them coming back—not because they're being sold to, but because they feel genuinely understood and supported.
Your brand personality isn't just a nice-to-have; it's the foundation of how your audience perceives and connects with you. You'll create an authentic and memorable personality by thinking of your brand as a character in a story and aligning it with your audience's values.
So, start small, refine over time, and always stay true to the character you're building. Because in the world of branding, authenticity always wins.
Need help taking your brand to the next level? Metaka Branding Studio is here to help you craft a brand that not only stands out but also leaves a lasting legacy. Let's make your brand unforgettable. Contact us today!
