How to Craft a Winning Brand Personality Document

bonnaseo101216

What would it be like to go on a blind date with your brand? If you can’t answer that question, you haven’t truly defined your brand personality. Likewise, everyone in your organization should be able to answer that question pretty seamlessly. And really, a customer relationship IS like dating. Would your ideal customer want to date your brand? Brand personality defines and outlines all of these things. It not only creates a brand persona for your customer to connect to, but it also ensures brand consistency across all platforms. Why Brand Personality is Important Imagine booking a stay at a new, modern hotel, touted for their customer service. You walk into the contemporary and open design of the lobby and are greeted by a pleasant desk clerk who gives you a key to your room. The bellman comes to help with your luggage, he rips your bag from your hands and yells something in a different language at you.

You are a bit taken back, especially at a hotel that brags about their amazing customer experience, but hey… you’re on vacation, you promised yourself you wouldn’t sweat the small stuff. Your bellman throws your luggage into your room and storms out. As you walk into the room you do a double take. It’s furnished with large heavy wood furniture, thick, ornate drapery, and dark colors. What happened to Optometrist Accurate Email List the modern design? You need a drink. You head to the bar, but as you enter you realize everyone is using sign language to communicate. No words. Is this a dream? Are you in Las Vegas? What happened? Here’s What Happened? What happened is exactly what happens when you don’t have a consistent brand personality. Customer experience relies on a consistent brand personality through every channel and touchpoint. This is true in the: Visual design of your logo, website, and other brand images. Content you create to represent your brand online and off. Voice and personality your team uses to speak with customers and communicate both internally and externally.



If a customer experiences a different look, feel, or voice in one or more of the channels your company uses to communicate, it instantly dilutes their trust and confidence in your brand. The Brand Personality Document Unfortunately, maintaining a consistent brand personality is easier said than done. As your organization and team grow, it’s imperative to create guidelines to ensure everyone is on the same page. That’s why when it comes to your visual identity, you create brand guidelines. And likewise, when it comes to your messaging, you create a brand personality document. What is a Brand Personality Document? A personality document is a guide which lays out the voice and identity (or personality) of your brand. It ensures brand consistency in voice and messaging across all customer touch points. This includes both online (website, blog, placed content and guest blog posts, social media platforms) and offline (store locations, events, conferences, speeches), and by all employees. Communication across every PESO model channel you use to create and distribute content.