Brand Personality: What You Need to Know
A brand personality is an important aspect of your brand attribute. It refers to how a brand is known in general terms based on the core values and beliefs of the brand, business, institution, organization or entity.
To begin this, it is important to define a brand. Sola Abulu, our principal consultant defines a brand as “the estimate of value that the market places on a business, organization or an individual”.
A brand is defined and perceived by the public based on all the elements that describe it. In developing a brand strategy, some of the elements to define based on the brand, business or organizational goals are; the philosophy, attributes, reputation, key message, communications, narrative and legacy.
All these elements have sub-concepts that uniquely define and differentiates one brand from another. However, a brand personality is one of the 3 concepts of a brand attribute. Others are; the brand identity, brand experience and brand features.
A brand can have different personalities such as quirky, formal, intellectual, etc.
A brand personality is important not just for personal brands of influential persons but any entity that needs to be recognized and identified which includes corporate organizations, non-governmental organizations and other institutions.
As earlier stated, a brand’s personality is determined by its core values and beliefs. If a brand has not first established its core values (beliefs, ethics and purpose), it will struggle to create a personality that its audience can easily identify and resonate with. Therefore, the entire brand strategy is foremost in creating a brand.
If you are a Communications Leader, Brand Strategist, Entrepreneur, Business Owner or Consultant with a responsibility for supporting new business development, brand strategy and communications for a business entity, organization or institution, we recommend that you enroll for the 3rd cohort of our Brand Strategy and Marketing Communications course coming up on 27th March. In this course, you will learn how to grow your brand as an asset that enables your business or organization achieves its full potentials. Register here.
An article by Forbes highlights the importance of a Brand Personality especially in the digital age as a feature of a brand that is defined by the consumers and those who engage with the brand’s product and service. The topic is “Brand Personality: Not Just Marketing Fluff”. You can read it up here
Therefore, a brand personality refers to how people think of your brand. It is a perception that the business owners and communications professionals can manage based on how they represent their core values and beliefs.
Our Brand Strategy and Marketing Communications Course is also available 24/7 for people who can’t commit their full attention to a single day of learning. You have access to it for 6weeks and can receive personalized response to questions by our principal consultant. Register here to access our play on-demand courses.
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Sola Abulu & Associates is a strategy and communications consulting and training firm committed to enabling businesses, brands and organizations to achieve their objectives through strategic communications, organizational effectiveness and reputation risk management
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