Brand Personality

Before we can begin to communicate on behalf of your brand or to engage with influencers that we feel embody the brand, we must first decide on its personality. After all, consumers connect far more readily with people than they do with faceless organisations. We need to give it a name, identity, personality type, interests and daily routine. We need to understand everything about this person so that we can maintain absolute consistency of voice across all channels.

 

The brand personality is a consequence of both the brand promise and the cultural values of the organisation. Ideally it is an extension of the founders and directors of the business as without that the brand may lack authenticity and substance.

 

One of the major reasons why understanding the brand personality is so important is because it enables us to easily identify influencers and ambassadors to represent the brand. These people then enable us to scale the content generation, grow our reach across social media and reinforce the credibility and positioning of the brand.

 

Other important elements of our brand development process include:

  • Brand promise
  • Organisational values
  • Product offering
  • Visual identity
  • Value proposition and credibility
  • Brand positioning

 

 

Organisational values:

 

Your organisational values are at the absolute heart of your brand identity. They shape the entire customer experience, from live chat on your website to your customer service on your social media, not to mention phone calls and in-person meetings.

 

They also determine the quality of the product/service in the first place. No matter what you sell, whether it’s bespoke consultancy or metal tins, it’s all an output of people, and those people are a consequence of your values.

 

In those instances where a client doesn’t have their organisational culture clearly defined we work with them to get to the heart of those shared traits and values that have characterised their founders and most successful employees.

 

These then need to be articulated into a small number of statements that are clear, concise, intriguing and memorable, before being woven into every aspect of organisational life as well as shaping our messaging across all digital channels.

 

Other important elements of our brand development process include:

  • Brand promise
  • Brand personality
  • Brand as product
  • Visual identity
  • Value proposition and credibility
  • Brand positioning