What is a brand personality, why is it important, and how do you create one?

A brand personality is a tool you can employ to make your brand more human. It’s comprised of a set of characteristics and traits that you define in order to capture your brand’s spirit. This personality should be:

• Believable — it aligns with what you’re brand is all about. For example, you most likely wouldn’t identify your bank as having a wacky personality. It would sort of undermine your ability to convince people that you will be judicious with their money.
• Resonant — it is a personality that your customers and prospects would find engaging. Think about people you like being around. You probably can identify what it is about their personalities that draw you to them. That’s what you’re trying to do for your brand.

The importance of defining your brand personality

Going through the effort to define your brand personality results in multiple benefits. Since you are identifying traits that make it feel more human, it increases your chances of the brand connecting with those you hope to serve on a deeper emotional level.

Additionally, it gets everyone on your team on the same page when it comes to how your brand expresses itself. It also gives you another tool to help differentiate…