How to Define Your Brand Personality?

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Before we answer the question of how to define your brand personality, let’s first see what brand personality is and why you need to do it?

Before we answer the question of how to define your brand personality, let’s first see what brand personality is and why you need to do it.

Brand personality is a set of characteristics usually used for describing and understanding a brand as a person. In that way, consumers can relate, and the brand may communicate more easily and authentically.

It is important to define brand personality in order to create brand visuals and communication strategy that is coherent with a personality of a brand, therefore as a result you will be consistent in the content you produce and share.

In order to gain a better understanding of a topic, but also to easily get to your brand personality, we prepared graphics and additional material with an exercise.

Brand Personality Framework

The most popular, and maybe the most useful, is the Brand Personality Framework. Let’s first see how it looks and then explain what we need to do with it.

This brand personality framework model groups five categories under which you will search for your main characteristics. These personalities are:

  • Sincerity
  • Excitement
  • Competence
  • Sophistication
  • Ruggedness

All of these categories have dominant characteristics that will explain and describe your brand personality.

So what to do now when you know these characteristics that lie under these types?

  1. Think about adjectives you may see in this chart. What does a certain adjective mean to you and is it positive or negative? How do you see it?
  2. Pick 3 to 5 adjectives (you may come up with a new one if you think it describes your brand better). You want your brand to have, or you think your brand already has when someone thinks about it.
  3. Ask yourself does your brand really has these characteristics or you just tried to sound nice or special. Use characteristics you have how much they may seem contrasting. Maybe that contrast is your authenticity.

What to Do With Those Chosen Characteristics?

Use them for your visual identity, your brand voice and communication.

Basically, if you have picked these adjectives from now on, everything you share, communicate, write, sell and the way you present your brand should in some way have these 3 characteristics.

We know this is a great exercise, and it may remind you of role-playing as a kid. So, we guess we may easily define your characteristics and when the time comes to build your visual identity or brand voice, feel free to contact us.