Online Branding Strategy: Developing Your Brand’s Personality

online branding strategyWhen branding a big or small business, it will be to your advantage to develop the brand’s personality first- before an unwanted personality develops on its own.

While a brand’s identity is captured and conveyed in logos, font selection, colors, etc., your brand’s personality should be associated with the characteristics and human emotions that reflect your customer base. Here are a few things to consider when developing your brand’s distinct personality.

Know Who You Are

Your company, its products and services have a story. How do you tell that story to someone unfamiliar with your product? Does your voice convey fun and excitement, or does it require a serious tone?  That “voice” ultimately speaks to potential customers, and it will drive design and content decisions as you build your online presence. There is another voice to consider, too.

Define Your Audience

A product or service sells when the company’s administrators and marketing department understand and use their consumers’ attitudes and motivations to create content. This awareness helps web designers, content creators and sales teams stay focused on the needs and desires of their constituency.

To identify and engage their company’s target consumer, many marketing strategists use the Big Five Personality Traits, developed in 1961 by psychologists who used global benchmarks. Here is a description of the five traits:

  1. Openness- Individuals with this trait appreciate art and adventure. They are independent, naturally curious, inventive, creative and adventurous, preferring a variety of experiences over routine.
  2. Conscientiousness- Far less ready to step outside the box, those with this trait tend to be fastidious, organized and dependable. Their goal is achievement through self-discipline and carefully planned activity.
  3. Extraversion- Extraverts are full of energy and positive emotions. Talkative, assertive and social, they find stimulation in the company of other people. Children often fall into this category.
  4. Agreeableness- Helpful, with a trusting nature are the hallmarks of this trait. Agreeable people are typically even-tempered, compassionate and cooperative.
  5. Neuroticism- “Emotional stability” is at the heart of neuroticism. Negative emotions, like anxiety, anger, vulnerability and depression easily overtake those who are internally insecure and apprehensive.

These traits relate to brands as excitement, competence, sophistication, sincerity and ruggedness—or their opposite. As you identify company and consumer traits, your brand’s unique personality and voice will emerge.

The Name Game

Perhaps you already have an idea of the brand personality you want for your company. A company’s name often infuses a brand with a particular personality. Is it boring or does it have an interesting twist? Is it formal or funny? Is it youthful or mature?

To help bring your brand’s personality to the surface, ask other people what the company name and logo suggest to them. Does their feedback confirm your perceptions? When it does, you can incorporate your brand’s distinct personality into design and content.

Taking Brand Personality to Market

Everyone in the company should be on board with your brand’s personality; it should guide design, content, imagery, typography and colors. A company’s brand style guide is essential for maintaining a consistent look and feel across all marketing platforms.

For expert assistance to develop your brand’s personality and suggest strategies for implementation, please contact our office.