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Why Brand Personality Matters
Welcome back to Part 4 of our Startup Branding Guide. After having established your brand values, it’s time to delve into brand personality. Brand personality humanizes your company, making it relatable and memorable to your audience.
What is Brand Personality?
Brand personality refers to the set of human characteristics associated with a brand. Just like humans, brands can be perceived as fun, serious, trustworthy, rebellious, or any combination of traits. These traits influence how consumers feel about your brand and, subsequently, their buying decisions.
The 5 Dimensions of Brand Personality
Developed by Jennifer Aaker, the brand personality framework classifies brand personalities into five dimensions:
- Sincerity: Brands that are wholesome, genuine, and down-to-earth.
- Excitement: Brands that are daring, spirited, and youthful.
- Competence: Brands perceived as reliable, intelligent, and successful.
- Sophistication: Up-scale, charming brands.
- Ruggedness: Tough, outdoorsy brands that resonate with nature.
Each dimension can further be broken down into specific traits. For instance, a brand that falls under “Excitement” might be considered trendy, cool, or imaginative.
Crafting Your Brand’s Unique Personality
To craft your brand’s personality:
- Evaluate your brand: Think about your brand’s mission, vision, and values. How do you want your brand to be perceived? Is it a luxury brand? Or maybe a playful, everyday brand?
- Know your audience: Understand who you’re talking to. An audience looking for professional solutions might not resonate with a too-casual brand tone.
- Pick your traits: Choose 3-4 traits from the dimensions that align with your brand. This will be the foundation of your brand personality.
- Be consistent: Once you’ve defined your brand personality, use it consistently across all marketing channels. From website content to social media posts, your tone should be consistent.
A well-defined brand personality makes your startup more relatable, leading to a stronger emotional connection with your audience. It sets the tone for your communications and differentiates you in the marketplace.
In our next post, we’ll explore how to position your brand effectively in the market to appeal to your target audience and stand out from competitors. Join us!