We all hear these buzzwords on brand image, brand identity, and brand personality, but don’t they all basically mean the same thing? Despite them all falling under the ‘Brand’ umbrella – they are completely different concepts. So lets set some things straight, as it’s important we know the difference before going on the brand enhancement journey.
What is the difference between brand image, brand identity, and brand personality?
- Brand identity is how the business wants to be perceived by their customers/consumers.
- Brand image is the customers’ current view and perception of the brand.
- Brand personality is a set of human characteristics and/or personality traits associated with a brand.
For the purpose of this article, we are going to focus on brand personality. But why should I care? Why does brand personality matter?
Just like you like your friends based on their personality (I would hope), you would most likely appeal to brands that carry personality traits that appeal to you or reflect your own characteristics. Every single business exudes their own personality, and in order to ensure your business is successful, your brand personality needs to be unique so that it can shine above your competitors.
Adding personality to your brand will help your business in more ways that you know how. Plain and simply, people will buy products from a brand that they can connect with. You need to give customers a reason to pick your company over your competitors because chances are, you are offering a product or service similar to one that’s already out there. Injecting personality into your brand is a way in which to achieve differentiation.
Now for anyone that knows me, or has worked with me, you will know that I love branding and brand management etc. and could go on forever talking about it. But for now, I’m going to assume you have discovered your brand personality and at least have a good idea of what it is. If you’re struggling to find your brand personality then get in touch as this is something I help my clients with.
Anyway, I’m going to cut to the chase and talk about how to build your brand personality and take it to the next level to ensure it resonates well with your future and existing customers.
The way in which you communicate to your future & existing customers says a lot about your company’s personality. So there are 3 key things that you should do to ensure you showcase this unique personality:
1. Personalise your interactions:
Would you want to interact with someone that has zero personality? I doubt it. Make sure to personalise your interactions with everyone and anyone – whether it’s with an existing customer or not, and through every communication channel you use from social media to your website.
By taking the time to personalise your interactions with your enticing personality, you are not only attracting new customers, but are keeping your existing customers loyal, whilst making them feel valued. When intermingling with people through social media, try and write a bit more than “Great post” and “Cool pic”. Really engage with them and ask questions. You should remain professional at all times but any communication should carry personality and sound like you, not like a machine.
2. Tell your unique story:
I love a good story and so does everyone else. So why not tell the story of your brand as a way of showcasing your brand personality? You don’t need to write a book – but instead, can use imagery and visuals to tell the story for you or at least assist you in telling the story. Like I said in my previous blog, avoid stock imagery, because what does that really say about your company or its personality? Instead, invest in unique brand photography that is indicative of your brand’s personality.
I love reading businesses ‘About’ pages as I can really grasp an understanding of who they are and what they’re like. The same goes for bio’s on social media profiles. This is the perfect place to tell your story, show off your personality, and make yourself relatable to other humans so pay extra attention to these places.
3. Communicate the essence of your brand:
Last but by no means least, ensure your website, as well as all of your content and assets that represent your company, conveys your brand personality. Every word and image is reflective of your brand personality, and should therefore be written and visually portrayed using a voice and style that communicates the essence of your brand.
As your website is a main port of call, it only makes sense that it is reflective of your company’s personality traits. Your website gives your customers an idea of what it’s like to work with you and what to expect from you. So if your website looks old and cluttered – your customer will think you’re out-of-date and unorganized, and we definitely don’t want that.
So, what will I gain from injecting some brand personality into my business? It’s straightforward, you will have the ability to reach and attract new customers that resonate with you and your business but more importantly, you will get loyal and devoted customers that keep coming back for more. What more do you want?