Developing and creating a brand from scratch is no small feat. It takes determination, dedication, hard work, and potentially sacrificing other aspects of your life. But, the benefits that come from crafting a brand that meets the needs and wants of your clients make all the effort worthwhile. The sleepless nights, the stress, the worry – all these wash away when we receive that first positive review, an incredible piece of customer feedback, or see the real-life impact your brand has on your clients. It’s the reason you work so hard. But in an ever-changing global market, how do you ensure that you are creating and maintaining a brand personality that remains constant, personal, and genuine? 

The Essence of Brand Personality 

There are a few key steps that are imperative when attempting to keep your brand tone of voice genuine and relevant. It can feel like a bit of a balancing act, but if you stick to these simple steps consistently, you can keep yourself on the right track – providing your clients and audiences with the brand they know, trust, and love. But what is meant by ‘brand personality’? 

A brand’s personality is essentially a set of human characteristics attributed to a brand name. It’s more than just a logo or a palette of pretty colours; it’s what your brand stands for, its values, tone, and the emotional response it evokes in your audience. A genuine brand personality not only attracts target audience of customers but creates loyal advocates for your brand. At the Conscious Marketing Group, we are all about crafting and nurturing genuine brand personalities for our clients. Here are a few of the steps we use to help our clients cultivate authentic brand personalities with heart that resonate with audiences. 

1. Understand Your Core Values 

Everything in your brand personality should stem from your core values. These are not just platitudes but principles that guide every business decision and customer interaction. Whether it’s sustainability, innovation, or customer-centricity, your values are the guide that directs your brand narrative. Having a deep knowledge and understanding of these values allows your brand to maintain its personality and authenticity, even as markets and trends change.

2. Define and Pinpoint Your Audience 

Understanding who your audience is plays a critical role in how you shape your brand personality. What are their needs, wants, and expectations? How do they prefer to communicate? Where do they get their information? Crafting a personality that speaks directly to your core audience will make your brand feel more personal and genuine. This connection is built by considering not just demographics but the personality, values, opinions, attitudes, interests, and lifestyles of your clients. 

3. Consistent Voice and Tone (Brand ToV)

Consistency is key in maintaining a genuine brand personality. Your brand’s voice should reflect its personality across all platforms, whether it’s social media, your website, or even how your customer service representatives communicate. If your brand is friendly and approachable, a formal and detached tone in your communications will be jarring for your customers. Maintain a consistent voice that aligns with your personality and values in every piece of content you create and every interaction you have with your audience.  

4. Tell Your Story 

Storytelling is a powerful tool in brand building. It helps to humanise your brand and allows your audience to form a deeper connection with your business. Share your journey, the challenges you’ve faced, the victories, and the lessons learned. Let your customers see the people behind the products or services. Authentic stories resonate more and help solidify your brand personality in the minds and hearts of your consumers.  

5. Engage with Your Audience, Listen to What They Want 

Engagement goes beyond posting on social media. It involves active listening and responding to your customers. Using feedback, positive or negative, to understand how your audience perceives your brand and what they feel about your personality is imperative to developing a trustworthy brand with growth potential. This can provide invaluable insights into areas where you might be misaligned with your audience’s expectations and perceptions, allowing you the opportunity to make necessary adjustments.  

6. Adapt but Stay True to Your Brand

The market will change, and so may your business strategies, but your brand personality should remain intact. This doesn’t mean your brand can’t evolve; rather, any evolution should still reflect your core values and the essence of what your brand stands for. For example, if innovation is a core value, regularly updating your product line or the technology that you use can reflect this, but the way you communicate and interact with customers should still convey your foundational brand personality. 

7. Visual Consistency 

Visual elements like logos, colour schemes, and design should complement and show off your brand personality. They are what catch your customer’s eye and make your brand instantly recognisable. Ensure these elements are not only attractive but also align with the emotional tone and values of your brand. For instance, a brand that stands for tranquillity and peace might choose soft pastel colours and a simple, elegant logo design to convey these traits visually. 

 8. Employee Advocacy 

Your employees are your brand ambassadors. When they embody and advocate for your brand values, it reinforces your brand personality to the public. Train and encourage your team to understand and reflect the brand’s personality in their roles. This internal alignment guarantees that your brand’s face to the world is unified and genuine.  

Conclusion 

 Creating and maintaining a genuine brand personality isn’t just about being noticed; it’s about being remembered, respected, and trusted. It’s about making a connection that transcends transactions and fosters loyalty. In the dynamic landscape of today’s market, the brands that succeed are those that remain true to their core values while skillfully adapting to the world around them. As you move forward on your brand journey, remember that a genuinely crafted brand personality is your most enduring asset. It’s what defines you, sets you apart, helps you stand out, and drives you towards continued success in connecting with your clients on a meaningful, genuine level.