Why is adding personality to your brand needed?
With the analogy that every person has a personality, every brand has or should have one too. Having a brand personality is a crucial factor in impacting how people view and interact with your business, as it bridges the gap between your brand and your audience. Admit it, nothing boring and uninteresting would attract anyone’s attention.
Returning to the analogy, it is similar to how you would dislike the idea of interacting with someone who lacks personality because it makes the process of interacting and building a bond with them more difficult.
But fret not, as every mistake can be patched and every problem has a solution!
You’ve probably heard the term “brand transparency,” but do you really understand how important it is to build the “trust” bridge between your brand and your customers? It should go without saying that you’d need your customers to keep your brand alive and thriving. However, this could only happen if there is enough trust in your brand, and transparency is the tool that would help you build that bridge. Being transparent means being open, honest, and accessible about your business to your customers as well as internal and external stakeholders.
Trust us, your customers would love to know everything about your brand for them to feel it is safe to put their trust in your products or services. Everything from your brand’s story, goals, principles, the behind the scenes, the effort you put into your products or services, and how you run your business overall are some things you could share with your customers to achieve brand transparency.
These things provide insights for your customers to view firsthand, and from there, they will be able to slowly but surely connect with your brand because they will be able to genuinely see how uniquely interesting and different your brand is compared to others because of the things you do and show openly with no intention of hiding it.
If your brand is trustworthy and has nothing to hide, the specifics of your brand and business could develop into valuable assets that will help give your products or services the upper hand in the market.
Transparency is certainly a personality trait that should be given to your brand and should not be overlooked.
Having a brand does not mean that you must solely focus on running a business while disregarding other important factors. Do note that your brand should do more than just sell products or services.
If you go beyond by standing in their shoes and understanding their needs and wants along with their pain points, you can take your brand to new heights.
Think from their perspective: What do they need? What are they looking for? How would this brand benefit them? What do they prefer instead? What would not appeal to them?
Small gestures can go a long way in building your brand’s personality to be genuine, as showing care for your customers would evoke positive emotions that would develop into long-term relationships and customer loyalty.
This encourages them to keep coming back for more of your products or services because they will be aware that your brand is the kind that would prioritise customer satisfaction in terms of excellent customer experience and putting customers first over anything.
Providing an excellent customer experience is not just about words; it’s about actions. Of course, simple words like “thank you” with every purchase are a must, but here are some ways to show care for your customers through actions:
- Occasional treats like discounts or promotions
- Fast and friendly customer services
- Apologise and amend immediately upon making a mistake
Respond to customer complaints right away
- Consider customer feedback and make improvements
- Host giveaways or lucky draws during festive seasons or milestones
- Shout out to customers on social media platforms
To give your brand a one-of-a-kind personality, it’s more important than you may think to create a unified and consistent visual identity. Having a consistent colour palette, fonts, and illustration style helps the audience remember you better among the sea of brands. This will aid in effective memorization because your audiences will be able to recall who you are and what you do if you consistently communicate with them using materials that are composed of your brand’s visual identity elements.
Whether or not the audience is aware of it, even the slightest deviation from the brand’s visual identity, such as using a colour other than the brand’s colours, will affect how they perceive the brand. They will be affected emotionally, which may interfere with the process of simple memorization.
Additionally, as people, our external appearance is typically the first thing that makes us instantly recognizable to others. Each of us has a distinct yet consistent set of characteristics that enables others to identify us from the collection of elements that comprise our overall appearance. Changing your fashion style for the day, for example, can result in people not recognizing you due to the sudden inconsistency.
Although the given example involves people, the same logic also applies to brands. Every element of your brand’s visual identity plays a significant role in how audiences perceive it, and even the smallest change or inconsistency can have a significant impact on how quickly and easily they are able to recognize your brand.
When identifying yourself, stick to a single, predetermined direction to ease the creation of a consistent brand visual identity later on.
For you to be able to stand out among other similar brands, your brand needs to be filled with personality. If you realize that your brand currently lacks a strong sense of personality, then it’s time to add some!
Want to sprinkle some personality on your brand now?
Check out this simple “Yes or No” guideline to see what fits your brand the most!
References:
- What is Brand Transparency, and Why Is It Important In 2022?
- Why Brand Transparency is Essential to Driving Customer Loyalty in 2021
- 15 ways to show your customers that you care
- 10 Ways to Show Your Customers You Care
- 5 benefits of consistency of the visual identity
Blog Writing | Haydee
Illustration | Wei Xuan & Shi Yun
Blog Layout & Art Direction | Chris
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