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Open the appYour brand personality is the human-like attributes that you want your brand to convey, such as friendly, professional, quirky, or adventurous. It reflects your brand values, mission, and tone of voice. To define your brand personality, you can use tools such as brand archetypes, personas, or voice charts. These tools help you identify and describe the characteristics, traits, and emotions that make your brand unique and relatable.
In my experience, if you are having trouble identifying yourself. When though are the brand, then it makes a lot of sense to ask people that you trust in your industry, friend group and family to describe you in three words. The words that you get back the most? Those are how people perceive you. Make sure that this aligns with how you see your brand and know what you want to stand for.
Your brand voice is the way you express your brand personality through words, images, and sounds. It should be consistent with your audience's needs, preferences, and expectations. To align your brand voice with your audience, you need to do some research and analysis. You can use tools such as surveys, interviews, social media listening, or analytics to understand who your audience is, what they care about, how they talk, and where they interact with your brand.
Align your brand voice by understanding how you want to orient your brand towards your audience. Are you a peer to them, a leader or a supporter? This can guide the way you speak, the tone you use and even the words you choose - as they all need to consistently reflect the approach and power differential chosen.
A brand style guide is a document that outlines the rules and guidelines for using your brand voice and identity across different channels and platforms. It should include elements such as your brand name, logo, colors, fonts, imagery, tone of voice, messaging, and examples. A brand style guide helps you ensure that your brand voice and identity are coherent and consistent, as well as easy to follow and implement by your team and partners.
It is important to create a brand style guide, but it is also important to roll it out across different stakeholder groups within your organization. If a brand style guide does not exist yet in your company and you are preparing the very first edition (perhaps you are working in a micro or a small company), raising awareness of the guidelines internally is as important as the style guide itself. You will need to engage your colleagues so that the brand image is coherent and consistent across all customer touchpoints. If you want to create a coherent and consistent brand image, you will need to
While your brand voice and identity should be coherent and consistent, they should also be flexible and adaptable to different contexts. You need to consider factors such as the channel, platform, format, purpose, and audience of each communication. For example, your brand voice might be more casual and humorous on social media, more formal and informative on your website, or more personal and emotional on email. You can use tools such as content calendars, templates, or checklists to plan and adjust your brand voice to different contexts.
To ensure that your brand voice and identity are effective and engaging, you need to monitor and measure their performance. You can use tools such as feedback forms, reviews, ratings, comments, shares, likes, or metrics to evaluate how your audience perceives and responds to your brand voice and identity. You can also use tools such as audits, benchmarks, or tests to compare your brand voice and identity with your competitors and industry standards.
Your brand voice and identity are not static or fixed. They should evolve and grow with your brand, your audience, and your market. You need to keep an eye on the trends, changes, and opportunities that might affect your brand voice and identity. You can use tools such as surveys, focus groups, experiments, or pilots to test and validate new ideas or improvements for your brand voice and identity. You should also communicate and celebrate any changes or updates with your audience and stakeholders.
Defining the brand identity is often the part that companies want to skip over, especially startups and growth firms. It’s too easy to simply be all things to all people in an attempt to please everyone. But the most successful brands have a very defined identity crafted around a very small number of carefully selected attributes. Think Volvo = safety. Think Coca-cola = flavor and familiarity. Think Nike = motivation and achievement. Be brave enough to commit to what your brand stands for, and the rest will flow more naturally and easily.
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