Halle Jones
March 3, 2023
Making a brand may seem like a difficult task, but it does not have to be. Consumers need to feel like they understand your business and its identity. This can be done by using familiar attributes and contexts that they can relate to. Abstract art does not provide this sense of security; rather than comprehensible language, it relies on ambiguity only a few understand. Branding must take a completely different approach for customers to identify with it.
To make your business successful, you need to create an image that the public likes. An easy way to do this is by using personality traits. For example, if someone is gentle, they are probably kind and patient. If someone is aggressive, they might be mean and scary. These kinds of descriptors suggest an overall character with specific dispositions and habits that form its underlying persona.
It is important to figure out what your brand personality is. This way, you can show people what you believe in and what is important to you. Once you know what makes up your brand, use those things to help you make friends and relationships with other people on different platforms.
The words you use to talk about your brand, as well as the colors, pictures, and letters, should match the attributes of your brand. For example, if you are spiritual, it would probably be reflected in a quiet tone of voice or in thoughtful visuals rather than in words that shout. Showing yourself through actions instead of just words might show values such as being humble, respectful, and not showy. So think about whether the colors used should be bold or muted. Should imagery reflect something loud or something soft?
Patagonia stands out as a brand, with its mission centered on saving the planet. It is well-known for producing clothing and gear to support outdoor sports like skiing, surfing, and fly fishing. But their core promise remains consistent: protecting our home planet through every aspect of their business--values, product design, programs, and more! This focus gives them an edge when it comes to authenticity - they truly practice what they preach.
Patagonia has cultivated a unique and inviting brand personality by employing straightforward, friendly, and sincere language. Patagonia's Worn Wear program is renowned for its commendable mission to encourage customers to resell their used gear back to the company. By doing this, they can help reduce related carbon footprints by 20-30%, while ensuring that high-quality items last longer and consumers don't have to buy more of them! Keeping clothing in circulation for nine extra months has a positive impact beyond just economic savings.
This company does not need sophistication or industry-specific language, and there certainly isn't any sales talk. They present their mission in uncomplicated terms that are easy to comprehend, along with evidence of the value of extended wear. Furthermore, they make a daring assertion: "so you don’t have to buy more of it." Few organizations would be so bold as to say this much less back up such an audacious promise!
As you browse the company's website, take a moment to observe its imagery. At the top of each product section is an image of customers wearing or using Patagonia gear while they enjoy outdoor activities like hiking in mountains, running on trails, walking on beaches, and sailing across open oceans - showing how versatile and reliable this brand truly is!
With an adventurous and action-oriented feel, the landscapes featured in this company's products are stunningly beautiful, a reminder of what we would miss if climate change continued to wreak havoc on the planet. The minimal product design is complimented by muted earthy hues with touches of sky blue for certain items— these color choices reflect their "save the earth" mission. This isn't just any fashion brand; it has a greater purpose!
As you create the personality of your brand, remember to consult experts in design and writing regarding selecting colors, visuals, and words. Your main responsibility is to choose the characteristics that will set off these creative professionals' imaginations.
As you build the identity of your brand, remember to consider who your target customer is. You need to meet in the middle between representing yourself and resonating with them. For instance, if you're creating a product for use within a hospital environment then it's best not to sound too comical or distant; after all, most medical personnel have compassionate intentions when caring for their patients - so be sure that your message reflects that sense of compassion as well as confidence and assurance.
To truly understand your audience and create a message that resonates, it's essential to begin with the customer. What language do they use? Technical or casual? Formal or informal? Make sure every word you choose is jotted down on a sticky note! Consider their needs—both functional and psychological—and explore how your product can provide for these. Additionally, determine what emotions customers might feel after using your service; record those feelings too. Lastly, never underestimate the importance of capturing keywords related to your purpose, principles and promise - all should be marked on individual sticky notes!
Utilize your sticky notes filled with keywords to identify traits that best represent the spirit of your brand. Think about which words are similar and group them together for maximum effect. Tweak this raw material so that you have a well-defined set of descriptors perfect for embodying what makes your company unique.
Think about four or five words that describe your business the best. For example, if your business is "youthful," "energetic" and "excited," then you would use different dialogue than if your business was "mature," "calm" and "confident." Answering these questions should help you figure out which voice reflects your brand identity the best.
Think about what your product or service is like. Write some sentences that describe it. Show these sentences to other people and see what kind of person they think of when they read it. If the person is the same as what you were thinking of, then you are successful! If not, don't worry - just change your statement until everyone agrees. By doing this over and over again, you will eventually have a message that everyone understands in the same way.
It is important to have a unique way of talking about your brand. You need to be consistent with how you talk about it, or people will get confused. This means always using the same tone of voice when you talk about your brand, no matter what the message is.
