4 Tips to Build Your Brand Personality

Someone once told me…the founder’s personality is all that matters in a business.  The founder is the business.

And a good business is like a person…it has a brand personality. Often, you as the founder, or business owner, creates the brand personality.  It should resemble you.  The products should resemble you.  It should turn the entire business into a personality.  It’s one sure fire way to compete with the big corporations…they lack personality, and so do most of their brands.


I’m loving some of the logos that are coming out of Logo Mojo, they really do a good job of incorporating the brand personality into logo design:


Here are 4 tips to help you build that brand personality:

Brand Personality Focuses on 3 Core Values

I always tell Entrepreneurs to focus on 3 values when establishing their brand personality.  Values are so important, for both the internal aspects of the business, and the customer. So what are your values?  Is it customer service?  Is it good food, good times?  Is it having fun?  Is it affordable luxury?  Is it honest, open collaboration? How can you incorporate these values into your logo?  

A Good Brand Personality is a Role Model for Your Customers

What do your customers want to see?  How does your brand relate to their personality?  Or the personality of what they strive to be?  Strive to make your brand personality a role model.

A Good Brand Personality Stands for Something

Good businesses take a stand.  Even business’s that aren’t directly related to what they’re standing for.  Ben and Jerry’s for example, a very strong supporter of social good.

“Ice cream manufacturer Ben & Jerry’s is asking users to donate their spare Twitter characters in honor of World Fair Trade Day on May 14”- Mashable.com, 2011

And just because you stand for social good, doesn’t mean you have to be a non-profit.

A Good Brand Personality is Consistent

People need to hear the same message being delivered about your brand personality, it’s what builds your brand equity.  This is very, very important.

I was thinking about this with my kids the other day.  Like most kids, who are only 5, they are well aware what McDonald’s and Target are….because the brand message is consistent to them.  To them, McDonald’s is the “happy meal”.  Target is where we go to shop.  Think about how a brand personality is with us from the time we’re children.

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