If you talk to anyone in the marketing industry they will agree that the major factor in every successful marketing campaign is branding. In order to attract attention to your business and retain consumer loyalty you must create a brand personality. Whether you want to print your brand on promotional gifts or put it in an advertisement, you need to know and understand your brand personality.
Creating your company’s brand personality is a multi-layered process. It involves first establishing the brand name, then defining the brand and finally promoting the brand.
Every company has a name. Creating a brand for your company might be as simple as using the name or it might involve designing a logo. Either way it involves giving your business a visual image by choosing a font, colours and images and sticking to it. Corporate brands like banks and insurance are often in blue or red utilising traditional, conservative fonts. Food brands often involve black, reds and yellows and appear in fun and friendly fonts. The visual branding will go a long way to define your brand personality.
This visual representation of your business will appear on stationary, websites, promotional items and signs. It is the first step in communicating the simple idea that you are serious, professional and here to stay.
The next step is to find out what differentiates your brand from others. Why is Pizza Hut different to Dominos? Why choose Westpac over ANZ?
Communicating what makes your brand different takes more than a name and logo. Expressing your brand’s personality needs to be done using more complex methods. You might choose an ad for an online or printed publication to get your message across. You might prefer a press release that links local and community needs to the solutions your business can provide. A website is another effective way to communicate your brand personality sufficiently. Either way, these documents need to support the reasons that your brand is best. If you don’t know what your business’s brand personality is, then how can your customer?
If you run an industrial business, you would need to point out the qualities that are important to the people buying your product. Is it safety, reliability, price or support? What can you offer that your competitor can’t? Point out and capitalise on these differences where possible to reinforce your brand personality.
Make Your Choice
Perhaps you are having trouble deciding on your brand personality. You can’t decide what type of consumer you want to appeal to. Don’t make the mistake of thinking you can appeal to one and all.Pick one persona and stick to it. Many brands have tried to have a multi faceted brand appeal and statistics have shown that this is not an effective strategy. Having more than one brand personality results in brand confusion. While it does make the decision process a little more daunting, it will benefit your business in the end. Having a strong brand persona will lead to strong, effective marketing campaigns and successful brand awareness. It will make every aspect of your marketing strategy easier from choosing which promotional items to put your name to down to what magazines to advertise in.
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