Creating a personality for your brand.

Brand personality comes to existence when the brand can be identified with human characteristics; unique, fun, creative, friendly, caring, trustworthy, straightforward. The best way to establish any form of relationship is through connecting with one’s character and for a brand to be able to identify its personality that’s the beginning of their journey with their customers. On the onset personality may be unknown, however gradually as strategies are put in place i.e. marketing & branding, niche is identified & understood the brands personality is distinguished.

Personality has to be consistent throughout all communication and branding strategies. Some identifiers of personality are; logo, font, image & design style, product packaging, tagline. A psychologist Jennifer Aaker identifies 5 broad brand personalities;

Sincerity- a brand that’s thoughtful as it interacts with its customers

Excitement- a brand that is fun, enjoyable. Consumers always looking forward to interact with the brand i.e. Nurtted Knotts, Blankets & Wine

Competence- a brand that’s well accomplished and successful i.e. Safaricom

Sophistication- a brand that seeks to be of a certain class- high end i.e. Apple

Ruggedness- a brand that’s tough and outdoorsy i.e. Converse, Nike

Kenyan brand’s that I personally feel I resonate with;

Auntie Jemimah (Youtube Content Creator) - Her brand would be described as fun & creative.
Coffee Casa (Restaurant) – the brand would be described as unique, relaxing, caring & fun

Having a Brand Personality is important because;

Helps to lay a foundation of relationship between the brand and its customers.
Helps the brand express themselves better.
Helps the brand to be convincing to its existing and potential customers.
Helps the brand differentiate itself from its competitors.

What’s the one adjective that can describe your brand?

Thank you for taking the time to read.

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