Let’s talk brand personality! Somewhat of buzzword in the marketing world lately, brand personality is a framework that helps businesses shape the way people feel about its product or service. A business’ brand personality elicits an emotional response in a specific consumer segment, with the intention of turning this response into a positive action that benefits the business.

A brand’s personality is a defining factor of its success. You can think of brands as human personalities. Personification, the attribution of human characteristics to something non-human, also holds here.

When it comes to your brand’s personality, ask yourself the following questions:

“How do I want clients to think of my brand?”

“What would I like them to feel?”

brand personality Key words

Developing 4 - 5 key personality key words for your brand will help lay the foundations for your visual and verbal branding. They should not be confused with your VALUES - which are more about your purpose and how you will achieve this.

For example, for a fashion brand some personality keywords might be:

Authentic, Elegant, Refined, Personal, Bespoke and Elevated.

These key words will help to define why a font or colour palette is used. This is reflected in the brand moodboard below. The typography has elegant curves and the suggested submarks are refined and elevated.

By setting up these visual foundations, allows your visual brand to have depth and truly reflect your brand personality.