How to create your Brand Personality Internally and Externally 

Why do people pay tens of thousands of pounds for a new Birkin bag?  Or almost 1,500 for a bag from Balenciaga that looks like a packet of crisps? (Yes that’s actually a product you can buy)

The answer for this is founded in the psychology behind Brand Personality, and the perceived value that it creates. You can have a fantastic product or service, with reasonable pricing, and good marketing but still fall short if you have a lack of brand personality. Having a set personality and characteristics makes you memorable, and will attract the type of customers who resonate with your brand personality. 

When we create brand videos we always take into account our client’s brand personality. We ensure that the tone of voice of the videos that we create (whether it be for internal or external use) seamlessly fits with the brand personality. 

For example, we will work with our clients to define a brand’s archetype which enables us to tell their story from the right perspective. Or, sometimes we might want a character to embody the brand’s personality and speak from their perspective. In these cases, that character must be portrayed to have the same values, vision and ethics of the brand. 

A brand’s tone of voice and personality is more important than you may think. Using a consistent tone throughout your videos and marketing material can help with brand recognition and connecting with your audience. 

In fact, roughly 88% of consumers say that authenticity is important to them when deciding on which brands they like and support. So, just having a set tone of voice and brand personality is not enough on its own – you also need to be authentic about it. Make sure you know the psychographic makeup of your audience so you can make your brand or product brands speak directly to them.

For us as video content producers, writing a script is more than just an exercise in delivering information in a bullet-pointed fashion. Skilled writers will really get to grips with the brand’s tone of voice and personality. This is how you build consistency and garner a deeper connection that leads to loyalty and brand love.

So, with all that said, what exactly is a brand personality? 

How Do You Establish (and Maintain) a Brand Tone of Voice?

Brands build their tone of voice over time and it is usually derived naturally, stemming from the founder or creative lead. In early days it will be a natural extension of the founder’s personality. However, as a business grows and other people are tasked with writing on behalf of the brand, how do you ensure that the authentic tone of voice is maintained? 

There are three core elements that make up effective communication:
Audience – knowing who you’re making content for
Purpose – why you’re making it
Message – what you want to convey.

Understanding these will enable you to make your brand video relevant, engaging, and effective.

Define your Brand Personality

Before starting to look at creating your brand personality, the first decision you must make is to clearly define your values, your mission and vision. How are you unique? What tone of voice do you want your customers to hear? What emotions would you want customers to associate with your brand? 

These are some questions that you will need to answer in order to effectively meet your goals, and have your internal and external brand personality be cohesive. 

Once you’ve laid the groundwork by defining your brand’s core values, mission, vision etc, it’s time to bridge the gap between internal perception and external projection. Here are some steps to ensure your brand personality shines both within your organisation and to the outside world:

Embed Your Brand Personality Internally: Start by ensuring that every member of your team understands and embodies your brand’s personality. This begins with training that articulates the essence of your brand and how it should be reflected in every interaction, whether it’s customer-facing or internal communication. Encourage your employees to live the brand values in their daily work and interactions, fostering a culture that aligns with your brand personality.

Consistent Communication: Consistency is key when it comes to brand personality. Ensure that your messaging, visuals, and actions consistently reflect the personality traits you’ve defined. Whether it’s through marketing campaigns, social media posts, or employee communications, maintain a unified voice and tone that resonates with your target audience and reinforces your brand identity.

Customer Engagement: Establish meaningful connections with your audience to gauge the resonance of your brand personality externally. Monitor social media channels, online forums, and other platforms where conversations about your brand may occur naturally. Pay attention to how customers interact with your brand and the language they use to describe it. By actively listening to these conversations, you can gain valuable insights into how your brand personality is perceived and make adjustments accordingly.

Authenticity is Key: In today’s digitally-driven world, authenticity reigns supreme. Ensure that your brand personality is authentic and genuine, reflecting the true essence of your organisation. Avoid trying to mimic competitors or adopting personas that don’t align with your core values, as this can come across as inauthentic and ultimately erode trust with your audience.

Adapt and Evolve: Finally, recognise that brand personality is not static. As your business grows and evolves, so too may your brand personality. Stay attuned to market trends, shifts in consumer behaviour, and internal developments that may warrant adjustments to your brand personality. Remain flexible and adaptive, always striving to maintain a strong and relevant brand presence in the ever-changing landscape of business.

To conclude, understanding and effectively implementing brand personality is crucial for businesses aiming to establish a strong connection with their audience. By defining and embodying a distinct brand personality, companies can enhance brand recognition, foster loyalty, and differentiate themselves in the competitive market landscape. Through consistent communication, genuine engagement, and a commitment to authenticity, brands can establish a lasting impression that resonates with consumers and evolves with their changing needs and preferences. Embracing the dynamic nature of brand personality and adapting to shifts in the market ensures that businesses remain relevant and compelling in the eyes of their audience, ultimately driving long-term success and growth.

Author Bio

Hayley Van Gend is the in-house video strategist here at Bold Content Video. She specialises in planning video strategies, video marketing across our channels as well as actively participating in shoots.