What do you do if you're struggling to create a brand personality that resonates with your target audience?

Start by identifying a brand archetype that aligns with your brand’s core values, mission, and the emotional experience you want to provide. Archetypes, such as the Hero, the Explorer, or the Caregiver, serve as universal characters that people instinctively recognize and relate to. Choosing an archetype can help guide the development of a brand personality that feels authentic and resonates on a deeper level with your target audience.

If you're struggling to create a brand personality that resonates with your target audience, start by identifying your brand archetype and defining your tone of voice. Research your audience thoroughly to understand their preferences and values. Experiment with different approaches and gather feedback to refine your brand personality. Finally, ensure consistent communication to showcase your brand's unique personality traits effectively.

Finding your brand's personality can feel like a riddle. Think of brand archetypes as your cheat sheet. Is your brand a bold Hero or a caring Caregiver? This isn't about fitting into a box; it's uncovering your brand's heart. Picture your brand as a character in a story. This method isn't just marketing speak; it's a real way to connect. Whether through a quiz, brainstorming, or instinct, find that archetype that resonates. It's about making your brand relatable and real, not about following strict rules. Simple and genuine, that's the key.

Start by defining the fundamental essence of your brand. Brand archetypes, inspired by Carl Jung's theory, are a set of universal, mythic characters that reside within our collective unconscious. By identifying your brand as one of these archetypes, you can create a more relatable and emotionally impactful narrative.

Revenez aux fondamentaux en identifiant l'archétype de marque qui correspond le mieux à votre vision et à vos valeurs. Les archétypes, basés sur la théorie jungienne, offrent un cadre pour construire une personnalité de marque forte et cohérente. Que vous soyez le Sage, l'Explorateur, le Rebelle, ou tout autre, cet alignement aide à créer une connexion émotionnelle profonde avec votre audience. Utilisez cet archétype comme fondation pour toutes vos communications de marque, assurant ainsi une résonance authentique avec votre public.

A useful, old exercise that helps narrow and articulate your brand personality is to imagine your brand is a celebrity, city and car. I.e., if my brand was a celebrity it would be X. Is your brand Brad Pitt or Nick Offerman? Is your brand LA or Chicago? Is your brand a Ferrari or a Subaru? Once you link your brand to a celebrity, city and car that share things in common, you’ll be able to articulate your brand’s key attributes that make your brand your brand.

Develop a distinct tone of voice that reflects your brand's personality and communicates consistently across all channels. Whether it's professional and authoritative, friendly and conversational, or bold and edgy, your tone of voice should align with your brand archetype and appeal to your target audience. Document guidelines on language, style, and the emotional undertones of your messaging to ensure consistency.

When struggling to create a brand personality that resonates with the target audience, defining the brand's tone of voice is crucial. Many brands miss the mark by adopting a formal tone that lacks conversationality and fails to connect with customers on a personal level. To address this, we need to align our tone of voice with the preferences and communication style of our audience. This means being conversational, relatable, and speaking at a level that resonates with them. By prioritizing authenticity and relatability in our tone of voice, we can create a brand personality that genuinely connects with our target audience, fostering stronger relationships and driving brand loyalty.

Your brand's tone of voice is how you communicate your brand personality. It's not just what you say but how you say it. Whether it's professional, friendly, irreverent, or inspiring, ensure your tone of voice aligns with your brand archetype and is consistent across all your communications.

La définition du ton de voix de votre marque est essentielle pour communiquer de manière cohérente et authentique avec votre public. Ce ton doit refléter la personnalité de votre marque et être adapté à votre audience cible. Que ce soit formel, amical, inspirant ou humoristique, assurez-vous qu'il soit constant à travers tous les points de contact avec vos clients, des réseaux sociaux à votre service client. Un ton de voix bien défini aide à renforcer votre identité de marque et à établir une connexion plus profonde avec votre public.

Conduct thorough research to gain deep insights into your target audience’s preferences, behaviors, and the type of personalities they gravitate towards. Use surveys, focus groups, social media listening, and persona development to understand what resonates with them. Tailoring your brand personality to match your audience's values and aspirations can significantly increase its appeal and the likelihood of forming strong emotional connections.

Deeply understanding who your audience is, what they value, their challenges, and how they communicate is crucial. Use surveys, social media listening, focus groups, or persona development to gather insights. This understanding will allow you to tailor your brand personality in ways that resonate on a personal and emotional level.

Here, we can go back to the Brand Consistency Model. In 4 stages: Brand Identity (who am I) -> Positioning Statement (how I want to be seen) -> Mix (what i do) -> Brand Image (how my segment sees me). If a brand is not perceived the way it wants to be, there's a fault in the mix.

Here, it's crucial to test and refine it continuously. Often, brands are too focused on projecting a corporate entity, missing the mark on engaging their audience effectively. While adhering to corporate guidelines is important, it's essential to get creative in crafting a brand personality that fosters multiple avenues of engagement. The key lies in testing and verification methodologies, prioritizing how our audiences are actually engaging with our brand. After all, it doesn't matter if they like our brand personality—if they're not engaging with it, we're missing the mark. By staying attuned to audience behavior and feedback, we can iteratively refine our brand personality to ensure it truly resonates and drives meaningful engagement.

Testing and refining your brand personality involves a systematic approach to evaluating how your brand is perceived by your target audience. This process typically includes gathering feedback through various channels such as surveys, social media polls, and customer reviews to understand how consumers interpret your brand's personality traits. Analyzing this feedback allows you to identify areas for improvement and make necessary adjustments to better align your brand personality with your desired image. By continuously monitoring and refining your brand personality based on feedback and market trends, you can ensure that it remains relevant and resonates effectively with your audience.

Once you've developed your brand personality, it's time to test it. This could be through A/B testing on social media, asking for feedback from a focus group, or analyzing the engagement with different types of content. Use the feedback to refine and adjust your brand personality as needed.

This is some of my favourite work. Developing the personality of your brand can be fun and exciting when you view it as the essence of your corporate lifeforce. If it were a person, what kinda person would be it's best friend? Hopefully it's your target audience!

With your brand personality finely tuned, it's time to showcase it across all touchpoints. This includes your website, social media, packaging, customer service, and marketing materials. Every interaction should reflect your brand's personality, helping to build a consistent and memorable brand experience.

In addition to researching my target audience, I would also directly engage with them to gather valuable insights. Testing and gathering feedback directly from my target audience could prove highly effective in creating a brand personality that truly resonates. After all, this first-hand input from the people I aim to reach is essential for developing an authentic and impactful brand strategy.

Developing a resonant brand personality is not a one-time effort but an ongoing process. Markets evolve, as do consumer preferences and societal norms. Regularly revisit and reassess your brand personality to ensure it continues to align with your audience and stand out in the competitive landscape. Stay open to evolution and be prepared to pivot if your current brand personality no longer serves its purpose.

When grappling with creating a resonant brand personality, it's crucial to consider the human element and how our target audience prefers to engage with our brand and content. Take scientists, for instance—they're not always in research mode. They, too, seek relaxation and leisurely social media scrolls in their downtime. Recognizing this, we must diversify our engagement strategies to meet our customers where they are across various times, platforms, and styles. While complex content has its place, lighter, more accessible engagement also resonates. By embracing this multifaceted approach, we can better connect with our audience, fostering deeper relationships and enhancing brand affinity.