Often people think if they have not done any substantial work on branding then they do not have a brand. I wish they were right because it would make the process of branding much easier. The truth is, you do have a brand, but you may have not had any influence over it. Your brand personality works the same way. After all, just because you never thought about what your own personality is does not mean you do not have one.
What is Brand Personality?
Your brand personality is the most human of your brand components. It is the collection of human traits that express the feel of your organization. In other words, what feeling or impression does someone get if they see an advertisement, call, or visit your organization? Is it warm? Is it professional? Is it cold? Is it stiff and unfeeling? What personality traits are expressed?
Who is in the Driver’s Seat?
If you do not purposefully define and guide your organization’s brand personality, then who does? There are usually two primary parties, those inside and those outside the organization. Your people portray what THEY feel your brand personality is, or they just reflect their own personalities. Then you have public opinion of your brand personality. This is what people have come to feel about your brand through experiences with your marketing, people, services, and branding points (everywhere that people interact with or touch your brand). Either way, if what is coming across is not strategic, you can fix it.
Who Should be in the Driver’s Seat?
Ideally, at the time of brand creation your leadership team strategically determines what your brand personality should be. They then take steps to make that feeling and impression clear and consistent internally. If this is not done at the time of brand creation, then it should be part of an effective rebranding strategy. Either way, no one should have to guess what your brand personality is. Any staff member should be able to recite it at any time because it is the atmosphere they live in. From there it is only a matter of taking that internally developed personality and consistently reflecting it outside of the organization.
The key to have a positive brand personality is to proactively define, internalize, and communicate it through everything you do!