Brand personality is built over a period of time through strategic branding decisions that reach across all of a brand’s touchpoints. Done correctly, consumers will begin to personify the brand, giving it a set of traits that are much like that of an individual.
Strategic branding activities can give a company personality, which functions much like a person’s personality on multiple dimensions. Here are a few examples using local Austin businesses.
Trendy or Traditional
Bold or Reserved
Playful or Serious
There are several ways in which companies can help shape consumers’ perception of a brand’s personality.
1. How the Brand Talks
Adding in a little light-hearted copy to interactions with consumers can give a brand a positive image. It can also separate a brand from competitors who use boring and stuffy messaging.
2. How the Brand Handles Negative Situations
Don’t forget about the potential negative touchpoints where consumers interact with a brand. Placing a humorous message here that acknowledges how irritating these situations typically are can help reduce the amount of frustration someone may feel when they encounter these pages.
3. How the Brand Treats its Employees
Employees can sometimes be the strongest voice supporting a company. Companies such as Starbucks and Apple have all crafted company cultures that encourage employees to become brand advocates, further spreading the company’s message and personality. Starbucks employees are encouraged to portray the warmth and friendliness of the brand during the interactions with their customers, while Apple employees are passionate and knowledgeable while speaking with customers.