Brand personality is set of “emotional” and “associative characteristics” of a brand that shape how people perceive specific company or brand. It depends on their feelings of the target market. A brand can have multiple personality, types and if left undefined can become very confusing for users and consumers. Any business, small or large having an online presence can relate to this idea of brand personality.
Before you can figure out what`s your brand personality is, you must do little research to
- Know your own
- Know your customers.
- Know what products you are selling.
After you have answers to these questions, you can easily understand what kind of vice (way of communication) best suits you. At last step, you should establish that voice. You must try to develop unique and consistent brand personality. You must understand what types of personality is the best fit with your brand.
You may confuse brand personality as a brand identity while both are different things Personality is an emotional level association with the brand while identity is an image that is generally created by consumers of the company. Identity includes almost all types of different visuals, logos, colors that are associated with the particular company. Brands identify effects the overall brand personality and are an important part of how consumer perceive the company.
To identify your brand personality, you must have brand personality quiz. Just imagine about your company and think what comes in your mind first. You can ask the same question to your employees. In addition to that, you can also your company`s logo and symbols to ask your people what they think about your company. The response you get from people will reflect the personality of your brand. So now after you know what people think about your company you view it in the context of what type of brand personality you are looking for. Is that the type of personality that you want for your company? For example
Do you want your brand personality to be Formal or funny? Do you want it Big or Small? Is it boring or surprising? Is it reserved or outspoken? or young or mature.
Now we have explored what brand personality is, Let us have a look how we can design our brand personality?
So you have determined what sort of brand personality you want to design. You must create set of different elements that can represent and show off your personality and style these key visual elements can range from color, typography, and images, etc. visuals are the same as words and they create voice too. Some colors can make you happy; some colors make you sad your fonts can be seen as feminine or masculine, some images can have mysterious effects, or many other elements can be linked to emotionless feelings.
Here is the table with an explanation of different colors and its association with emotions.
- Warm color: Cheerful, inviting, motivating, lively
- Calm color: Peaceful, stress-free, quiet
- No use of color: Unambiguous, depressing, and humble
- Complementary color: Pleasant, peaceful, and reliable
- Contrasting color: Daring, active, impactful, confused, enthusiastic
- Saturated: Strong, brave
There are many other additional elements that also plays an important role in creating your brand personality. For example, different types of fonts means different emotions while different images also have different meanings like
- Images having borders: Casual, entertaining, amazing
- Images heaving no borders: Robust, impactful
- Images having fine borders: Predictable, matured, and authentic
Now we have understood the meaning of different colors, and images, now you can think of using these previously discussed elements in Symbols and logos of the company to create a specific type of image. Put it all together in one place and use it to communicate the type of message you want.
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