What’s Your Brand Personality?
A company may experience an epic fail if they don’t identify with their target market or show their personality. We as humans want to be constantly entertained; we want to be scared, swooned, challenged, and motivated. Lack of any personality is death to a brand. We will idolize, relate to, or have empathy for the story a brand represents. As a company you look at all the angles to move to the top of the search engine, but what is the story you’ll tell once the viewer has found you?
Romeo and Juliet tell a tragic love story. We remember the story because it hits such an emotional button. If Shakespeare had just said, “There were two families that really didn’t get along and some young lovers died…” We wouldn’t remember the story, nor him. His grand ability to create remarkable characters solidified his story in our minds. There are at least three types of characters in a story: the mentor, the hero and the antagonist. Pick one that best showcases your brand.
We may not be shooting for Shakespeare level stories here, but you get the idea. To be memorable, we need to tell a story of our brand that stands out. Let’s look at how even an underwear brand, Duluth Trading Co, can tell a compelling story and relate to their customers. They succeed at making their customer, the average working–class man, sexy and proud of his, um… stuff! Duluth’s character would be a mentor.
Another story of a brand could be developing them as a hero. Making the world a better place, we find Cliff bars saving the planet from environmental issues, restoring towns after natural disasters and feeding the athletes in the Special Olympics. Wow! Each bar should come with a little cape! Cliff bars are the hero.
Finally, your brand personality could be the antagonist. Allstate pushes us to find help battling that menacing mayhem character. By building a solution driven story around fighting the antagonist, Allstate tells a story of good versus evil.
Which character embodies your brand? Enjoy telling your unforgettable story!
Jill Meyer is the Managing Editor of Notes on Design. A Scottsdale, Arizona resident, Jill is an artist, decorative painter, interior designer, and writer.