little boy showing different emotions happy angry sad or confused depicting brand personality and its importance
Feb 03, 2017

The Importance of Brand Personality to Your Business

How you can build a brand personality to increase brand awareness

Take a moment to think about the people you choose to surround yourself with. Why did you build relationships with them? Because they’re fun or interesting? Because you can learn something from them? Because they can help you with something? Because they’re genuinely nice people?

There are a number of reasons why we gravitate towards certain people, but underneath it all is one very simple explanation: their personality. The same is true with building relationships with brands.

If you think about your favourite brands, the chances are high that you can describe them using similar language to how you’d describe someone’s personality. Perhaps a brand is fun-loving or formal, down-to-earth or sophisticated. When you think of a brand, it should evoke an image or feeling and that image will be the result of a lot of time and planning to make sure the brand symbolises the right personality type to appeal to its target market.

Why Brand Personality is SO Vitally Important!

Believe it or not, emotion, not logic, is the main reason why someone makes a purchase decision. This is why brand personality is just as important, if not more so, as quality or price.

A number of studies have shown that there’s a positive correlation between a brand’s personality and how consumers view that brand. The more attractive a brand is perceived to be, the more likely it is that customers will recommend it to the people they know.

Brand personality goes beyond word of mouth recommendations. It also helps you to build a long term relationship with your target market by developing an emotional bond with them, helping them to see your brand in a positive light and setting you apart from your competition.

Whether consumers realise it or not, their connection to your brand owes a great deal to how they feel about your brand. This means that it’s vital to consider your brand personality when you want to improve your brand awareness.

Giving Your Brand a Personality

There are a number of different techniques you can use to build your brand personality. Storytelling is one very simple way to capture your audience’s imagination and make an emotional connection – just look at all the Christmas ad campaigns designed to melt your heart.

Controversy can be good, but needs to be handled with care. If you take a particular point of view and stand behind it, then it can be a good way to attract support. If you’re confident in your target audience’s political leanings, you could even make a comment on something topical to show your customers that you’re on their side. Make sure you keep it thought-provoking rather than just provoking, though, no matter how tempted you are to rant.

Nothing beats being humourous to start conversations and build a positive image. Hit the right note and humour is a good way of making your brand more memorable, standing out from the crowd and gaining that all-important emotional response. Humour also has the added advantage of making your brand seem more human and thus relatable, increasing engagement.

Nostalgia is another good way to get an emotional reaction. The key here is to make sure you refer to something relevant to your target demographic, so your choice of music, for example, could immediately take someone back to their youth and create a connection with your brand as they feel that you understand where they come from and what they’ve been through.

Building Long Term Relationships

Once you’ve started to establish your brand’s personality, you’ll soon find that you’ll be able to build greater brand awareness and stronger relationships with your target market. Once you’ve made a connection between your brand and a positive emotional response, you’ll soon see the benefits to your business.

If you’d like support in putting together your business brand, please do get in touch with me. I’m here to help you.

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