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What is brand personality and how do you create it?


In the vast and competitive marketplace, brands strive to capture the attention and loyalty of consumers. One way to stand out from the crowd and foster a meaningful connection with the target audience is through the development of a strong brand personality. Brand personality acts as the guiding force behind a brand's positioning and helps build a lasting relationship with both employees and customers.


At first glance, the idea of giving personality to an inanimate entity may seem peculiar. However, brand personality is a vital aspect of a business's identity. Similar to how humans possess distinct characteristics, a brand's personality describes how a company behaves, believes, thinks, and communicates.


So, why is brand personality so important? It is because a brand's personality has the power to create an emotional connection with people, including employees and customers. By evoking positive emotions, a brand personality can develop into a loyal bond, making customers more likely to choose a brand that resonates with them.


Furthermore, a brand with a loyal customer base and following is a key indicator of a brand's possibilities. This directly influences potential profitability and ultimately determines the monetary value of a company. As profitability is the ultimate goal of most business shareholders, a strong brand personality plays a crucial role in achieving success.


In today's digital age, where artificial intelligence (AI) and digital automation dominate business and marketing, a brand's personality has become an even more significant differentiator. When choosing a company to work with or purchase from, people increasingly seek personal interaction and direct customer service. Thus, having a consistent and irresistible brand personality becomes a driver for success, especially for luxury businesses.


Now, how does one go about creating and defining a brand personality? At Digital Zebra, our pre-branding identity and creative team work with company leaders as part of the process. Before the sessions, we prepare thoughtful and thought-provoking questions designed to delve deep into the soul of the business and its team. This session becomes the brainstorming platform for defining the company's unique selling propositions (USPs), ethos, vision, manifesto, values, goals, and tone of voice. The brand's personality is the amalgamation of all these elements.


During the sessions, leaders of the company may find the process challenging, as they have likely not explored their company in this manner before. While they are experts in their field, they may not have considered the importance of "how to make people feel." However, as the session progresses, it becomes an animated and collaborative experience, as company leaders work together to answer the right questions. Through this process, they can agree on the brand's personality and how it should evolve.


In conclusion, brand personality plays a fundamental role in positioning and building a brand in the marketplace. By creating an emotional connection with the target audience, a brand can foster loyalty and increase profitability. In an era dominated by AI and digital automation, a strong and consistent brand personality becomes a crucial differentiator. To develop an effective brand personality, it is essential to engage in workshops that delve into the soul of the business and align its values, goals, and tone of voice. Remember, your brand's personality is what sets you apart and resonates with your audience, so nurture it carefully and adapt as needed to reflect changing consumer habits.



Would you like to book a brain storming session with us? We can support you find your brand identity and reap the benefits: Email: hello@digitalzebra.co.uk

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