{"id":15795,"date":"2018-12-20T20:02:18","date_gmt":"2018-12-20T20:02:18","guid":{"rendered":"https:\/\/www.valpak.com\/?p=15795"},"modified":"2019-01-09T19:13:51","modified_gmt":"2019-01-09T19:13:51","slug":"brand-personality","status":"publish","type":"post","link":"https:\/\/www.valpak.com\/advertise\/blog\/brand-personality","title":{"rendered":"Why Your Business Needs a Brand Personality"},"content":{"rendered":"<p>Branding is a constant, regardless of if you are a mom-and-pop shop or a corporation. A brand personality is what distinguishes your company from the competition by building an emotional connection between your customers and your business.<\/p>\n<p>It injects character into your business and encourages customers to not only visit or make a purchase, but also remember it. As Jeff Bezos, Amazon founder and CEO, has said, \u201cYour brand is what people say about you when you are not in the room.\u201d<\/p>\n<p>If you\u2019re a seasoned business owner or looking to rebrand, consider the benefits of cultivating a brand personality. If you\u2019re stuck on how to establish a personality for your business, jump to our <a href=\"https:\/\/www.valpak.com\/advertise\/blog\/brand-personality#flowchart\">flowchart<\/a> to narrow it down.<\/p>\n<h2>What is a Brand Personality?<\/h2>\n<p>&nbsp;<\/p>\n<h2><img loading=\"lazy\" decoding=\"async\" class=\"img-responsive aligncenter wp-image-15801\" src=\"https:\/\/www.valpak.com\/wp-content\/uploads\/2018\/12\/what-is-brand-personality.png\" alt=\"what is brand personality\" width=\"800\" height=\"442\" srcset=\"https:\/\/www.valpak.com\/wp-content\/uploads\/2018\/12\/what-is-brand-personality.png 801w, https:\/\/www.valpak.com\/wp-content\/uploads\/2018\/12\/what-is-brand-personality-300x166.png 300w, https:\/\/www.valpak.com\/wp-content\/uploads\/2018\/12\/what-is-brand-personality-768x425.png 768w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><\/h2>\n<p>A brand personality is how you would describe your business if it were a person. It\u2019s how you want your customers to feel when they think of your product, service, employees and business as a whole. The personality you cultivate for your business is often what elicits an emotional response. Some brand personality traits include:<\/p>\n<ul>\n<li>Honest<\/li>\n<li>Daring<\/li>\n<li>Reliable<\/li>\n<li>Outdoorsy<\/li>\n<li>Sophisticated<\/li>\n<li>Charming<\/li>\n<\/ul>\n<p>What words best describe your business? Just as a human personality isn\u2019t single-faceted, a brand personality doesn\u2019t have to be either. You should; however, create a consistent set of characteristics to cultivate a memorable archetype for your brand personality. Since customers come to your business to help solve a problem, use their pain points as a foundation for building out your brand personality.<\/p>\n<p>The companies we all know and love lead their industries for a reason. They\u2019ve carved out a niche through their memorable brand personalities and identities. Brands like North Face or Patagonia represent an outdoorsy adventurer, while Nike represents a strong athlete. Companies like Hallmark and Kodak represent a warm and sentimental, family-oriented personality type. Wall Street Journal, on the other hand, targets affluent and influential business leaders.<\/p>\n<p>If you\u2019re looking to rebrand your business, start anew, or you\u2019re just beginning to build your business, consider the benefits of a brand personality.<\/p>\n<h2>The Benefits of a Brand Personality<\/h2>\n<p>&nbsp;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"img-responsive aligncenter wp-image-15800\" src=\"https:\/\/www.valpak.com\/wp-content\/uploads\/2018\/12\/benefits-of-brand-personality.png\" alt=\"benefits of brand personality\" width=\"800\" height=\"442\" srcset=\"https:\/\/www.valpak.com\/wp-content\/uploads\/2018\/12\/benefits-of-brand-personality.png 801w, https:\/\/www.valpak.com\/wp-content\/uploads\/2018\/12\/benefits-of-brand-personality-300x166.png 300w, https:\/\/www.valpak.com\/wp-content\/uploads\/2018\/12\/benefits-of-brand-personality-768x425.png 768w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><\/p>\n<h3><\/h3>\n<h3>It enables self-expression<\/h3>\n<p>A brand personality celebrates your value and differentiates your business from the rest, especially competitors that may offer a similar service or product. It helps build visibility for your business by giving your customers and the general public a way to recognize you.<\/p>\n<h3>It builds relationships<\/h3>\n<p>If you have shared values with your customers, it lays the foundation for a relationship with them, which in turn develops brand loyalty. If customers can attribute your brand to specific and consistent characteristics, they are more likely to connect with you.<\/p>\n<h3>It convinces people<\/h3>\n<p>A memorable brand personality will capture attention and make your company easy to remember or identify. Whether it\u2019s through humor, reliability or innovation, tapping into an emotional connection is key. You can turn an otherwise impersonal business into something people can relate to. What is the heart of your business and how can you make this apparent to your audience?<\/p>\n<h3>It brings your business to life<\/h3>\n<p>If customers relate and connect with the personality behind your business, they will be more likely to engage and interact. Customers will buy into the culture and want to associate or even mimic the brand personality you\u2019ve created through your products or services. They will also be more loyal to you, so if you start to introduce new products or services, your loyal brand followers will be more interested and help create buzz around the announcement. This gives you a competitive edge in the market and industry.<\/p>\n<p><a name=\"flowchart\"><\/a><\/p>\n<p>If you\u2019re looking to narrow down your brand personality, follow our flowchart below for some guidance.<\/p>\n<p><em><img loading=\"lazy\" decoding=\"async\" class=\"img-responsive aligncenter wp-image-15808\" src=\"https:\/\/www.valpak.com\/wp-content\/uploads\/2018\/12\/Brand-Personality-Flowchart.png\" alt=\"brand personality flowchart\" width=\"800\" height=\"2666\" srcset=\"https:\/\/www.valpak.com\/wp-content\/uploads\/2018\/12\/Brand-Personality-Flowchart.png 1600w, https:\/\/www.valpak.com\/wp-content\/uploads\/2018\/12\/Brand-Personality-Flowchart-90x300.png 90w, https:\/\/www.valpak.com\/wp-content\/uploads\/2018\/12\/Brand-Personality-Flowchart-768x2559.png 768w, https:\/\/www.valpak.com\/wp-content\/uploads\/2018\/12\/Brand-Personality-Flowchart-307x1024.png 307w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><\/em><\/p>\n<p>While some businesses use humor and delight to captivate an audience, others seek to innovate and push the boundaries through new ideas. Some simply aim to provide honest, friendly and reliable service to every customer. Whichever brand personality you form for your business, create an emotional connection and build a set of shared values with your customers. You will form long-lasting relationships, create loyal brand followers and carve out a name that people will always remember.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Branding is a constant, regardless of if you are a mom-and-pop shop or a corporation. A brand personality is what distinguishes your company from the competition by building an emotional connection between your customers and your business. It injects character into your business and encourages customers to not only visit or make a purchase, but [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":15805,"comment_status":"open","ping_status":"open","sticky":false,"template":"siege-2018.php","format":"standard","meta":{"_acf_changed":false,"_uag_custom_page_level_css":"","_swt_meta_header_display":false,"_swt_meta_footer_display":false,"_swt_meta_site_title_display":false,"_swt_meta_sticky_header":false,"_swt_meta_transparent_header":false,"footnotes":"","_links_to":"","_links_to_target":""},"categories":[1],"tags":[],"class_list":["post-15795","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.7 (Yoast SEO v24.7) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Why Your Business Needs a Brand Personality \u2013 Valpak Blog<\/title>\n<meta name=\"description\" content=\"If you\u2019re a seasoned business owner or looking to rebrand, consider the benefits of cultivating a brand personality. 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