What's your businesses' brand personality?
What's your brand personality? Ever given it much thought? If you haven't, you're not alone. It's one of the most important questions we ask our branding clients at the beginning of a brand identity project, and we often find that clients simply haven't given it much thought until we challenge them to do so (just one of the ways that the branding process is so valuable; being asked to think really hard about what you want your brand to say about your business provides an immense amount of clarity).
It's so important to have a clear understanding of your brand personality - just as your own personality tells strangers and friends alike who you are, what matters to you and what makes you tick, so too does your brand personality tell clients and potential clients everything they need to know about you.
Birds of a feather flock together
Think about your social circle. Chances are that many of your friends are quite similar to you - their personalities, value systems and beliefs are likely to be on par with yours. It's probably one of those things that drew your towards each other in the first place, and means that you can identify with each other, empathise with each other and understand what matters to each other. Your personalities synch, and that makes friendship easy.
Business is all based on personality
I think we often forget that behind every business are the people who make it tick. In the case of owner-managed businesses (who form about 95% of our client base), their own personality is often intrinsically linked to their businesses' personality - and that forms the basis of the success or failure of their enterprise. You tend to find that businesses who share similar values often end up working together, because their personalities are a draw to each other. And this is a brilliant thing - it means that businesses who have a natural synergy end up working together, and that creates wonderful, loyal, long-term relationships. It comes down to this: create an engaging brand personality, and clients will flock to work with you.
Are you successfully communicating your brand personality?
Does your business communicate your values effectively? Does your brand attract the clients you dream of working with? If not, then there's probably work to be done. We use colour psychology to communicate the values of each one of our branding clients. It's an absolutely fantastic way of applying an objective method to something which can be as highly subjective as colour.
Never heard of colour psychology? Not to worry - I'll be back in a tick to tell you more.