#HOWTO Create STRONG #BRAND Personality | Never Be Who You Are. Be Who You Will Be
This lesson will be quick today. Promise.
It’s a few easy steps to ensure that once you’ve created your BRAND IDENTITY, that your BRAND PERSONALITY is just as strong.
What’s The Difference?
BRAND IDENTITY: Who you are, what you do, (if you’re a product-based company) what do you sell? In developing your brand identity, you have to consider you and your company’s core values just as much as you consider the heavy market research in which you have invested. If we are dealing with a single persona as a brand, ask yourself “What is my brand identity?”
HINT: Beyonce = singer. Jay- Z = rapper. Ellen = comedian. Yes, all of them have become entrepreneurs that dabble in much more than the areas of their singular brand identities … yet … see how easy we can still tackle the “thing” that they are or do with just one word.
BRAND PERSONALITY: This category is a little more freeing and fun. But remember, brand personality isn’t that much different than human personality. Think about the things that you are attracted to in human interaction. What sorts of people pull you in? Are they charismatic? Are they light-hearted? Funny? What sorts of things make you cringe? Is it conceit? People who talk too much? People who talk too much about themselves? Remember that your brand personality development- especially in a fast-paced global economy, especially when, today, people meet your brand before they ever see your face- is JUST as important as your budget or staff development, and goes hand in hand with your brand marketing and PR.
HINT: Beyonce= singer. Pink= singer. VERY DIFFERENT. Jay-Z= rapper. Nicki Minaj = rapper. Yelawolf = rapper. Justin Bieber and Chris Brown (what universe is this?) now = rappers. VERY DIFFERENT.
THINGS TO REMEMBER
1. Play nice. Nobody likes a bully. Remember this when you’re developing your brand.
2. Just like in real life, don’t be who you are. Exude who you will be. Become your better self. People are not attracted to mediocrity. Somebody had to tell you … It might as well be me.
3. Don’t forget where you came from. No matter how many movie roles Bey lands, or fragrances she launches, she is a singer. Her fan-base requires her to be a singer. Her team is invested in the fact that she sings. She can not remove herself totally from that brand identity and still be “BEYONCE” as we’ve known her. Even if she never sings again, there is enough media out there that has recorded and proved that … she sings.
POINT? Whatever you have been, someone remembers. What you are, people are attached to. What you will become, people tend to care less about … unless you somehow get them to personally invest in it. HOW DO WE GET THEM TO INVEST? Get them to invest in your brand personality … make a new BFF.
Got it? Good. Because next week we’re moving on to how to strategize around the brand personality.
you stay cool. i’ll stay kholi. <3
Tags: beyonce, brand identity, brand personality, brand strategy, business, chris brown, communications, jay-z
