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YOUR BRAND’S PERSONALITY: THE RESULT OF YOUR BRAND’S IDENTITY OR YOUR VALUES? FEELINGS AND EMOTIONS: THE RESULT OF WHO YOU TRULY ARE

This is a real fact: the world we live in is highly digital. The constant use of social media along with its multiple available channels led to a much wider number of opportunities for people. Thus, there are a countless number of people acquiring an entrepreneurial mindset and thinking about creating, designing and developing their own brand which is great, valuable and admirable. Nowadays, a brand can be regarded and described as an extension of oneself while affirming and revealing one’s personality and identity. If you are thinking of building your brand either personal or professional, this is critical that you understand the difference between the following concepts: brand personality and brand personality. Analyzing these terms will allow you to carefully and effectively build your brand while thinking about the values that must be emphasized, the storytelling which is paramount for your target audience and the reflection of yourself throughout the development of your brand.

Identify the difference between brand identity, brand personality and brand image

Brand identity

Brand identity answers the fundamental question of who you are which can be defined as the roots of your brand or its reason of existing. Your brand identity is the very first thing you need to come up with because this is the foundation of your brand with which you will develop your storytelling. For instance, characteristics such as the logo, the tagligne, the color, the words, the fonts, etc can be regarded as the very first aspects that you take into consideration in order to convey the right message to your target audience through your brand. According to Tanushree Varadaragan, a brand identity represents your brand’s values, mission, services and is the face of your brand. Keep in mind that your brand identity is what allows you to set apart from your competitors which makes you unique. Furthermore, the stronger your brand identity, the more you will raise awareness into your target audience’s minds, the more credibility you will acquire. Lastly, if your brand identity is strong, customers will develop an interest for your brand that may be followed by a connection that will make them feel close to your brand. The closer they feel to your brand, the greater the trust.

Brand personality

Brand personality is as important as brand identity even though brand personality comes second because this is the result of brand identity. A brand can’t have a personality without a clearly defined identity. Brand personality can be described as the way you portray your brand as if it was a human being. The personality of your brand should reflect all the values, qualities, emotions, feelings or characteristics that you would attribute to a human being. Brand personality can also be viewed as the  perception of how people see the brand from both a personal and objective standpoint. Like I just mentioned, , just like a human being, a brand reflects some personality traits such as serious, fun, glamourous, fashionable, etc. Thanks to the personality of a brand, people can identify themselves to a brand and develop a loyal and durable relationship with that particular brand. Also, brand personality is what enables products to differentiate themselves from others. For instance, brands such as Nike, Lulu Leamon or Addidas offer similar products which fall into the category of sportswear. Yet, each brand has its own personality and their personality traits vary from individual to individual. Some people will view Nike as being glamourous and fashionable while others will view it as classic, traditional or casual. Once more, let’s take the Nike exemple. As you may know, one of its slogan is “Just do it”; What does that truly mean to you when you hear this? From my own point of view, this slogan reflects a determined and motivated person. The personality and core values of that brand were founded from their initial identity of who they truly are along with the reason why they developed that brand.

To summarize, brand identity is who you truly are as a person which will be a reflection of your brand and storytelling while brand personality is the result of all the values, emotions, feelings or qualities reunited to create your brand’s personality. Keep in mind that your brand identity is subject to change once you pass through the different stages of the development of your brand. However, like the personality of a human being, a personality of a brand can not change. Once your brand will have acquired certain values, emotions or qualities, this will be registered into their minds and the way they see your brand will most likely remain the same.

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