A simplified Branding Philosophy you need to know.

You probably know Brandon, he's just a random guy. And if you don't know him, you sure know one of his fellow human friends. Now say hi to Brand. Business Brand.

Throughout the years, I found myself jumping between psychology and branding until I came to realise that they're not only similar but also share the exact same traits and features. And I am frequently using the same tools to analyse and remedy their problems.

Pick a friend quickly and think about their personality. Every person has a personality. You know what you feel towards them, how they make you feel, what you can expect from them, how much you like or dislike them. It's their personality.

Let's explore what does the human personality consist of.

What's in a personality?

• Body figures
• Face and looks
• Skills
• Actions/Reactions
• Manners
• Gestures
• Language
• Tone of voice

The sum of the above shape the personality of every person you know, the way you know them. It's not about what they produce or their set of skills, it's that whole, the sum of it.

Sometimes though, you meet a person that looks weird at first and it's only after you get a chance to speak to them (you had no choice, probably), you discover a person you really like. Other times it'll be a friend that'll tell you "speak to Brandon, you'll like him".

That, exactly, is why good businesses can succeed DESPITE having a horrible logo. The rest of the personality can make up for the "nonsuitable" face, even though the first impression wasn't great. But first let's check what's in a brand (business personality):

• The product (body and skills)
• Visuals (Face and looks)
• Service (manners and gestures)
• Communication (language and tone of voice)

Every move you make, every ad you publish and every email you send have a direct impact on how you project your business personality out there. If Brandon doesn't say good morning one day or makes an inappropriate joke, they ruin their personality image. If he's sweet when you help him (buy from him) and grumpy when you ask his help (asking for aftercare service) you'll tell everyone that he's just a selfish guy. And an end of season smile-sale won't fix that.

Now you know. Why a logo has to be designed and crafted to reflect the desired personality of the business, it's not just a nice-looking design, it's the face that'll make people say "This guy is looking savvy, trustworthy or funny or whatever the first impression your business needs. Unlike our face, we get to design this one!

That's where the branding guys come in handy, too. You could call them business personality psychologists if you prefer, but you get the point.

Hit me with your thoughts!