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Steps on Creating A Powerful Brand Identity

Philip Ellis • January 26, 2022

Emotions drive human behavior, and customers typically depend on feelings such as comfort and trust as much as rationality when making purchases. This is why establishing the emotional connection that motivates customers to select your product or service above the competition requires a strong brand personality. Use this approach to create and implement a successful brand personality that will keep customers loyal over time.


What Is Brand Personality?

Creative Brand Identity meeting with Roundhouse Digital Marketing

Your business's brand personality is similar to unique human traits. It's characterized by descriptions similar to those used to describe human personality traits—for example, friendly, nurturing, or professional—and manifested in how your brand acts, writes, and presents itself to the world.


Your brand identity digital marketing is also an important aspect of your overall brand experience, including people's feelings while dealing with your company.


Why Does The Personality of A Brand Matter?


While anybody may offer a product or service, having a strong brand personality helps you stand out from the crowd. Shoppers engage with businesses that resonate with them the same way we are drawn to people with personalities that complement our own.


Your digital marketing might feel bland, dull, and even chilly if it has a strong brand identity. On the other hand, a fantastic one makes your company more vibrant, memorable, and human.


How Do You Create A Powerful Brand Identity?


To establish and communicate a great brand personality, you don't need to be an experienced marketing strategist. You can make a brand personality for your business that makes it feel connected to your target audience in only four steps.

Corporate Brand Identity Services Austin, TX - Roundhouse Digital Marketing

1. Learn About Your Intended Audience


Knowing your target market may help you choose the most successful brand personality attributes. Target market research enables you to think about what your ideal customers—the individuals you most want to reach—will connect with instead of picking attributes at random.


Outline your target audience's characteristics, such as age, income level, gender, marital status, values, interests, and hobbies. As you develop your brand's personality, keep these aspects in mind.


2. Make Your Personality A Part of Your Brand Strategy


Your brand personality shapes your brand identity as a whole. Take the effort to connect other areas of your brand with your primary personality qualities to start expressing your personality consistently.


Assess if your brand colors and typography reflect refinement, for example, if you define your brand as "sophisticated." If your logo is written in a script typeface, this may aid in conveying your message. To promote your brand initiative, consider choosing tranquil, neutral tones.


3. Reduce The Dimensions of Your Brand's Individuality


The five brand personality characteristics developed by social psychologist Jennifer Aaker are a reliable technique to pick brand attributes. According to this brand personality framework, a brand's personality attributes may be classified into five categories:

  • Competence: Competent brands like Microsoft and Volvo are clever and dependable.
  • Excitement: Brands having characteristics that belong under this category, such as Red Bull and Tesla, may be innovative, enthusiastic, and even edgy.
  • Ruggedness: Companies like Harley-Davidson and Jeep are tough and outdoorsy.
  • Sincerity: This personality type, like Hallmark or Bombas socks, is ethical, honest, positive, and down-to-earth.
  • Sophistication: Think Apple or Tiffany & Co. These brands are frequently upper-class, fashionable, and appealing.


Choose the characteristics that you think will appeal to your target audience based on the demographics, values, and interests. You can concentrate on one dimension or combine two or three.


4. Select The Best Adjectives To Describe Your Business


Determine the specific brand personality attributes you wish to exhibit within them once you've identified your brand's broad dimensions. Choose a set of 3-5 characteristics that will set you apart from your competition.


Corporate Brand Identity Services Austin, TX

Get help with your brand identity


Brand personality ensures that your company's communications are consistent. You should convey the same fundamental features whether they're writing blog entries, chatting to consumers on the phone, or designing visuals for social media. Seeking a brand identity service in Austin ensures that your messaging and tone of voice are consistent across all media.


Roundhouse Digital Marketing is a web design and marketing firm that assists small businesses in establishing and growing their online presence. If you need a brand identity service in Austin, send us a message!

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About The Author:

a man with a beard wearing a red shirt is smiling in a circle .

Philip Ellis

Founder and CEO, Roundhouse Digital Marketing

My name is Philip and I am a web design and client attraction consultant. I specialize in helping contractors, roofers, home builders, and other local service-based businesses get more views, leads, and sales online.


With over 12 years of experience in the industry, I have the knowledge and skills to create stunning websites and effective digital marketing campaigns that drive results for my clients.

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