Personality
How should your brand express itself?
Look at your completed Worksheet (which will have your input from Step 3) and review what you wrote – do these best capture your Personality?
To remind you here are the guidance notes about considering your Personality:
You need to find five or six key words which will describe how your brand will communicate. These personality traits will set the tone-of-voice for all brand communications – website, advertising, social media, posters, newsletters, mailshots, presentations etc. Every time you write anything about your brand in the future refer to your defined Personality and make sure that it is reflected in your communication.
The easiest way to try and define Personality is to think about your brand as someone you know, a friend. If you were asked to describe them, you would do so using a few choice adjectives eg ‘honest’, ‘straightforward’, ‘thoughtful’, ‘funny’ etc.
Do this for your company. If it was a person, how would you describe it? You might start with a long list of words, then narrow it down to five to six. Which are the most important for your company? How do you want your target audiences to think of you?
Look particularly at the Values you have defined – the Personality is the embodiment of the Values.
NB As with Values, less is more for the Personality. You need no more than five or six personality traits.
Complete the Personality section in Worksheet 3.
Once you have defined your Personality, write a short sentence for each personality trait explaining what it means in the context of your company. As with the Values this will help bring clarity.
The strongest brands all start with clarity — regardless of size.
The strongest brands all start with clarity — regardless of size.
