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Developing Your Brand's Personality

Business personality and branding

Lynne Saarte

October 27, 2008

Your brand is more than just your company name and logo. The best kinds of brands are the ones that have a very distinctive personality. You view them almost as you would a person, and you come to trust them to provide you with the best service possible.

How exactly do you develop a brand name like this?

The best way to get your brand started is by combining two different important aspects of your marketing. The first has to do with specifically brand identity. You make sure that your brand name is on everything you do and becomes strong associated with whom your company is.

With this you are trying your brand name to the services you offer so that when people see your brand name they will automatically think about those services. This specifically has less to do with the personality of your brand and more to do with making sure your brand name is prominent and easy for people to see. Once they start to get to know what the brand is, they will be better prepared to hear about what the brand stands for.

Now comes the next part, which is developing the personality. The way you do this is by finding a specific theme for all of your advertising. Odds are good you are going to be doing something like this anyways. Before you start up something like color brochure printing you are likely to have a set goal for that brochure, and this is the theme behind it.

From here you go beyond a basic theme for each advertisement and find a single overall theme that you can use for every kind of marketing you do. A lot of the time companies have a different theme for each of their marketing pushes. What you need to do is have your company theme, and make sure that theme is noticeable in every single piece of advertising you get done.

All of your color brochure printing orders should be imbued with this theme, and of course, all of them will have your brand name on them as well.

Of course, these themes might change over the years, but you should stick to the same one for at least a few years in order to get it to stick in a person’s mind, and even if you do change your theme, you cannot change it too much or else you might turn some people away.

If you step back and take a look at all of the major brand names out there I think you will start to notice a trend. All of them have a very strongly defined theme that is close to their brand name at all times. This is how they form a strong personality for their brand and helps make sure everyone knows who they are.

It takes a lot of time and discipline to get it right, but it is possible, you just have to be willing to make the commitment.


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