Define and create a memorable personality for your brand

 

How to define and create a memorable personality for your brand.

Branding differentiates your product or service from your competitor. If you're a manufacturer with great products, such as women's fashion, you'll need a strong and memorable brand that will set you apart from your competitors.

  1. Identify what's special about your product - for instance, is it vintage or modern, is it handmade?
  2. Describe what your product does or is - for instance for women's fashion you might want to be specific about whether your products are for women of a specific age group or sizing
  3. Personality - What do you stand for? Are you funny, quirky, mindful or considered?

Jot down your ideas and create a mood board of brands which you feel are close to your brand personality. When you've created your mood board, you'll identify a few common threads. What are the colours or the style and tone of voice of the brands that you've identified?

Create a mood board

A mood board is a great way to identify and provide you with inspiration for your brand's personality.

Keep this mood board in mind when you create your logo and brand identity. You can use it to identify the type of fonts you prefer, the colours and the imagery.

Never copy an existing brand slavishly, your identity should be unique. Your moodboard will help you describe your brand's personality and attributes in a way that is authentic to you.

Being memorable is about making your brand unique and consistent in the way it's presented, whether in social media, on your website or on a printed brochure.

Once you can describe your brand and what it stands for, think about the type of adjectives you'll use to describe your products and create a statement on how you use words to describe your products.

Once you have done this, you'll have a brand personality and style to reference that's unique to you.

Finally, some words of wisdom from David Ogilvy, one of the most respected copywriters and founder of Ogilvy & Mather:

"The manufacturer who dedicates his advertising to building the most sharply defined personality for his brand will get the largest share of the market at the highest profit.” – David Ogilvy