3 Considerations for Creating Strong Brands with Personality
Whether you’re stressfully engaging in a job interview or charming your way through a first date; first impressions are important. That same mentality is no different for companies looking to create brands with personality. It’s absolutely critical to developing a brand personality that resonates and attracts consumers to your business. But, what are some ways this can be achieved?
As one of the top ad agencies in Arizona, ON Advertising is the go-to for quality services that put your business front and center of your competition. When you work with us, you’re not just receiving our creative minds and collective experience, you’re gaining a valuable partnership to increase ROI. Read our article below to learn what goes into creating successful brands with personality.
Brands with Personality: What is it?
Brand personality is an important component for every business as it essentially encompasses the human characteristics tied to your brand. There are few questions you need to ask yourself when developing your brand tone of voice.
- How would your brand be perceived?
- What age group are you trying to target?
- What is their social class?
- How does your brand act when compared to your competitors?
What is Your Brand’s Personality Type?
Jennifer Aaker, a researcher at Stanford, created a paper that breaks down the 5 frameworks of a brand personality. These include:
- Sincerity: Down-to-earth, honest, wholesome, cheerful
- Excitement: Daring, spirited, imaginative, up-to-date
- Competence: Reliable, intelligent, successful, hardworking
- Sophistication: Upper class, charming, glamorous, feminine
- Ruggedness: Outdoorsy, tough, masculine, western
You’ll want to pick 3-5 personality traits you want to be perceived when people think of your brand. The simple framework can help you differentiate yourself from your competitors and give you a clear direction on how to create brands with personality.
Creating Brands with Personality with Strong Messaging
Now that you’ve identified the personality type you’re trying to go for, it’s time to develop your messaging. Whether it be on your website, social media, advertising, etc., everything revolves around your messaging. Additionally, your messaging should complement your visual components. This may include:
- What fonts you are using
- Your logo
- The images and videos you’re using
Copywriting also plays a significant role in your messaging. To convey what you’re all about, you need to articulate it through website copy, ads, videos, social media graphics/captions, etc. Copywriting is what drives home brands with personality by informing and exciting target audiences about one’s brand.
Frankie Calandra, ON Advertising’s copywriter, explains, “your messaging is the lifeblood of your brand. It’s meant to highlight what you are all about and why the customer should care about you. We’re all attracted to different personalities, so it’s important to develop one for your brand to attract your audience.” He explains further, “whenever I work on website copy or an ad piece I brainstorm ways to make the client stand out. I look at what they’ve done previously, where they’d like to take their brand, and what resonates with their audience. Also, I look at what their competitors are doing. Once I’ve identified them, I jump into brainstorming mode and craft messaging unique to them.”
Successful Brands with Personality are Consistent
As previously mentioned, everything revolves around your messaging. From social media and email marketing to your website and advertising spots, your personality should be consistent across all platforms. Think about how disjointed it would be if you came off as glamorous and sophisticated on your website, while your social media is heavily masculine and tough. It just wouldn’t click and your audience would take notice.
Stay the course, stay consistent with your personality across all your marketing efforts. If your branding isn’t resonating with your target audience, it’s okay to reevaluate what your brand’s personality should be. That is why we encourage A/B testing to see what is working to develop a better course of action.
ON Advertising Creates Brands with Personality
As one of the best creative agencies in Phoenix, ON Advertising are experts in developing successful brands. Our strategic approach will expand your company’s personality and help determine the image you wish to portray to the public. ON’s team of thinkers, creatives, and observers synergize their talents to develop a brand that works for you. Contact us today to learn more about our services and how we can help your business shine.