Defining Your Brand Personality

 

One of the most important things to consider when creating a company, brand identity or even a business plan, is your brand personality. Forget about financial reports and market research; who are YOU and what are YOU here to say?

Without a consistent voice (and imagery) you won't effectively be able to communicate your why. What makes you different is you, your voice and personality, so let's shout it out to the world!! To get you started on this road, we've created 3 simple steps that will guide you in creating a personality profile.

Blue graphic that says How to Define Your Brand Personality

1. KEYWORDS

First up, we're going to select a few focus words that explain who your business is. Really think about the personality of your company, and how anyone interacting with your company will feel. Throw in as many additional keywords as you like, and make a nice long list of all them. Think about the voice and atmosphere you want your brand to have. Here are some examples to get you started!

Is your brand (i.e your business)….

  • friendly

  • fun

  • energetic

  • quiet

  • calm

  • luxurious

  • mature

  • vibrant

  • kind

  • educational

  • bubbly

  • loud

  • positive

  • supportive

  • honest

  • bold

  • classy

  • warm

  • inviting

  • professional

  • organized

  • reserved

  • peaceful

  • glamorous

  • advocating

  • imaginative

  • creative

  • academic

  • formal

  • passionate

Make a list of the adjectives that resonate with you most and then create a new list with just the top 3-5 that really sum up your brand personality. These lists will act as a great reference for various uses (think, writing Instagram captions, emails, blog posts, etc.) but will also help you create a brand language and determine what words and style of language you should be using for your business.

 

2. MOOD BOARDS

With your top 5 keywords in mind, we're going to head to Pinterest, or even your magazine collection and make a mood board! Pull all and any images that you gravitate to first, then refine and curate as you go. Choose images that compliment each other, and look visually appealing, as well as those that simply express your personality. Don't worry about the categories you find these images from - fashion, interiors, design, cooking, everything and anything goes here!

This board helps you to visualize the words you just listed above and create a fully fleshed personality. Once you’ve created your mood board you should look at your visuals (Instagram, website, brand, etc.) to see if what you’ve been creating so far matches it. If it’s pretty far off you know now that you’ve possibly got a bit more work to do!

 

3. YOUR MISSION + PURPOSE

By now, you have a collection of words and images that show how your company feels, looks and acts. But what’s also important to consider is what you as a business are here to do and say. This last step might take a little bit more in-depth thought, but it’s well worth taking the time to do this! Think about what it is you really want to say to your audience/ new customers and how you’re going to be helping them. What are you passionate about as a business? What problem(s) are you trying to solve? List these out and if possible, create a sentence that sums it all up!

Ok! So you’ve got the adjectives that describe your business, you’ve got a visual style reference and you know what you’re brand is here to say. What I suggest you do next is put all the items together - whether that’s in a simple Google Doc or something more fancy, it doesn’t really matter! What you want is one place you can refer back to time and time again to double check all the hard work you’ve just done. You want to be able to confirm that the language and voice you’re using is true to your brand personality, and being able to refer to it in the future will be crucial to help you doing so. Consistency is key and this is how you’re gonna be consistent!

Got questions about this? We’ve got a brand personality worksheet you can download here to get you started!