49. Seven questions to define your brand’s personality
How to define your brand's personality
If your business was a person, how would you describe its personality?
This question and a few others (keep reading to the end) usually help me to better define my brand and that of my clients.
A few months ago, I discovered this business called: OOIA, they design, produce and sell female menstruation underwear. I instantly fell in love with this brand. Not only are their products, which I bought, of excellent quality, but all other qualities around it make it a great brand.
Founded and run by two female entrepreneurs, employing local workforce, with their production being sourced in Europe. The marketing is appealing and speaks directly to the ideal customer (me, amongst others).
Three of their topics that caught my attention were their activism around women's issues having to do with normalizing women's menstruation as a topic that can be openly talked about and for which we don’t have to be ashamed of. The discussion around female-founded businesses and facilitation of financial education to their employees to avoid “Altersarmut” (women poverty in old age).
And I am probably not giving them even enough credit. This is not intended to be a brand analysis, and I am not “gaining” anything from talking about their brand, but me as a consumer and someone who loves marketing, speaking of those qualities that I perceived and that make me fall in love with their brand AND their brand personality so quickly.
If I had to describe their brand as a person I would say it is: friendly, open, involved, concerned about women's issues, creating change, trustworthy, approachable, dynamic, eco-friendly, not afraid to speak up for what they feel is right.
Now, how would you define the Personality of your business?
Here are 7 questions you can answer to help you define your Brands’ personality:
What values does your business stand for?
Think about which of your own core values can you project into your brand. Maybe not all of them are “applicable”, but some will, which are those that will be part of the essence of your business?
What would you say is the main expertise of your business?
Your business might be good at different things, but what would you say is the main source of providing authority to your business?
What is the “tone of voice” your brand most identifies with? (casual /formal)
Let’s imagine that your business (as a person) comes into a room, how would they greet the people in there? Would it be casual, cheerful, effusive, emotional or maybe poised, elegant and formal?
What 5-10 adjectives best describe the way a customer feels when they come in contact with your brand?
When you meet someone new, you will have a first impression. When you work with someone you will develop a better grasp for who they are. How about you decide on how you would like people to describe your brand? Write the those adjectives.
Who is your ideal client and which values are most important to them?
After understanding your own businesses’ values, now it is time to look outside and understand which values are most important to your ideal clients. Which of their values “match” with yours? Doing this exercise will give you an indication for which values you most need to focus on.
What “causes” does your brand stand for or believes in, beyond the actual business?
Now let’s talk about other areas in which your business is an advocate or activist. Maybe these are topics that are not directly related to the product or service that you sell, but they still are part of your brand personality, for example when it relates to society, human rights or environment for example.
If your business was a person, what kind of attire would she/he wear?
And now a fun one, can you imagine, if your brand was to go shopping for clothes what style would your brand buy, what would it wear?
Creating a Brand is not something that can be accomplished in a day. A brand is born, grows and matures with time.
I hope this resource will help you continue to gain more clarity and refine your brand. If you enjoyed this article and would like to work on these questions, download the Free Workbook below.
Hi! I’m Blanca!
I’m a Brand Photographer and Personal Branding Coach, helping female entrepreneurs to create a Personal Brand online that STANDS OUT.
I bring your vision to life, help you come up with one and take you by the hand into the online World if you need me to.