Brand Basics
Brand Personality and Positioning
Your brand personality is the unique set of human traits, values, and characteristics that define your business. It’s what makes your brand relatable and recognizable to customers, distinguishing it in a crowded marketplace. For small, custom installation business owners, establishing a compelling brand personality helps attract the right customers, foster loyalty, and differentiate your services from competitors.
In this module, we’ll explore the concept of brand personality, why it matters, and how to create and communicate it effectively to align with your company’s values and mission.
Why Brand Personality Matters
Differentiation: Your brand personality sets you apart from competitors who might offer similar products or services.
Connection: Customers gravitate toward brands they feel reflect their values or resonate with their aspirations.
Trust and Loyalty: A consistent and authentic brand personality fosters trust and long-term relationships.
Pricing Power: A strong personality can justify premium pricing by creating a perception of added value.
Consider the power of brands like Patagonia or Starbucks. Their personality—centered around environmental stewardship or a sense of community—builds an emotional connection that goes beyond product or service quality.
Key Elements of Brand Personality
Convictions (What You Stand For) Your convictions are the core beliefs and values that your brand embodies. These should inform everything from your internal culture to your customer interactions. For example, Patagonia’s conviction to protect the environment permeates their products, culture, and marketing.
Voice and Tone (How You Speak) Is your brand friendly and approachable, or professional and authoritative? Define a consistent tone that reflects your values and speaks to your audience.
Visual Identity (How You Look) Your logo, colors, website, and other visuals should align with the personality traits you want to convey. For instance, clean and modern designs might suggest professionalism, while bold and colorful visuals might suggest creativity and innovation.
Customer Experience (What They Feel) Every touchpoint, from your website to your service team, should consistently reinforce your brand’s personality.
Internal Culture (Living the Personality) Your team’s behavior and interactions must align with the brand’s personality. Employees who embody the brand create authentic and consistent experiences for customers.
Developing Your Brand Personality
Follow these steps to define and implement your brand personality:
1. Understand Your Audience:
Conduct surveys or interviews with current customers to understand why they choose your business and what they value most.
Identify the traits or qualities that resonate most with your ideal customer.
2. Define Your Values:
Ask yourself: What do we stand for? What principles guide our decisions?
Identify the traits or qualities that resonate most with your ideal customer.
3. Describe Your Brand as a Person:
Imagine your brand as a person. How would they speak, dress, and behave? Are they youthful and energetic or serious and dependable?
Use adjectives like “approachable,” “adventurous,” or “innovative” to describe your brand.
4. Create a Brand Voice Guide:
Develop guidelines for how your brand speaks in different contexts, such as social media, email, and in-person interactions. Ensure consistency across all channels.
5. Audit Your Visuals:
Review your logo, website, and other branding materials to ensure they align with your desired personality. Update or redesign elements if needed.
6. Communicate Internally:
Share your brand personality with your team and provide training to ensure it is reflected in all customer interactions.
7. Live It:
Ensure your convictions are more than just words. They should guide decision-making, from the CEO to your frontline employees.
Real-World Examples
Patagonia
Personality Traits: Purpose-driven, passionate, environmentally conscious.
Execution: Sustainable products, bold environmental campaigns, and an “earth first” culture.
Ukrop’s (Richmond’s Iconic Grocery Chain)
Personality Traits: Community-focused, warm, trustworthy.
Execution: Consistent focus on customer care, local connections, and high-quality products.
Nike
Personality Traits: Bold, inspiring, empowering.
Execution: Campaigns like Colin Kaepernick’s “Just Do It” show their willingness to stand by convictions, even when polarizing.
Reflection Questions
What are 3-5 adjectives that best describe your brand personality?
Does your brand voice and visuals align with your defined personality traits?
Are your team members equipped to live out your brand personality in customer interactions?
Next Steps
Conduct surveys or interviews with three customers or vendors to understand what they value most about your company
Complete the “Brand Personality Worksheet”
Begin communicating your brand personality with your customers, employees and vendors
By developing a compelling brand personality, you’ll set your business apart and create meaningful connections with your audience. Remember, it’s not just about what you sell—it’s about who you are.