In part 1 of this series, I spoke about how your brand personality is the key to its identity, marketing, and sales. This is because all of this relies on its connection to its audience, a connection which I touched on in part 2.
To leverage the relationship between your brand and its intended audience, you have to start by defining who you are and who they are. This way you understand what to design for them, what to say to them, and how to keep your connection alive.
This is why I have refined my line of questioning that helps my clients and I define their brands’ personalities. This is going to feel like homework if you do it right, so settle down, grab a snack, and focus. Remember, the more you think, the more useful your answers will be.
- What specific wants and/or needs are you fulfilling with your product/service?
- Why is THIS the brand to address these wants and needs?
- How do you want your audience to feel after they’ve interacted with your brand?
- Describe 2 scenarios in which your audience will interact with your brand.
- Select 3 brands that your brand should remind others of. (Both public figures and popular companies work.)
- Describe things you DON’T want people to think of your brand.
- How would you want someone who ISN’T engaged with your brand, but knows of it, to describe it?
- How do you want your most engaged client or customer to describe the brand?
- How do you want someone who dislikes your brand to describe it?
Now, that you have thought deeply about your brand, make sure that these answers are reflected in the decisions you make about it. It’s helpful to write these answers in a brand document and refer to it in future client or customer facing projects. It’s also good to come back to when things get tough or confusing managing your business. Consider it a manifesto.
