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The Importance of Creating a Cohesive Brand That Showcases One’s Personality

Let’s start with a little exercise: if your brand were a person, what would they be like?

Would they be hip and young? Serious and knowledgeable? Witty and upbeat? Elegant and cultured? What would their daily routine look like? What car will they drive? How will they dress up? How will they talk?

If you have a clear picture of who your brand will be as a person, then that means that you’ve succeeded in building your brand personality. Now, all you have to do is to make sure that this personality shines through in every aspect of your business.
So, let's talk about why this is important and how you can go about doing just that.

Why Your Brand Needs a Cohesive Personality

1. Your brand personality makes it easy for customers to remember you.

Developing your brand is a lot like building a persona in a story. You give it a backstory, decide how it talks, and dress it up however you like. Once you’ve done this, you’ll have a clearer idea of who you will be as a brand (unless you eventually want to rebrand) and you can use this as a guide to be consistent in all of your platforms.

This is also how you can help your audience remember your business better.  If they can truly understand who you are as a business and the values that drive it, then your company can remain top-of-mind when they need just what you have to offer.

2. Your brand personality makes it easy for customers to relate to you.

Think of it this way: would you rather purchase from someone who seems friendly and approachable or someone who is projects exclusivity and elegance?

The answer, of course, is subjective. You see, customers are more likely to choose a brand that they can relate to. If your customers feel as if they can be friends with the brand personality that your business represents, they will be more likely to continue buying from you– or even recommend you as an option for their friends and family members.

3. Your goal then is to make your customers feel as if they know you on a personal level. 

Your brand personality helps build your customers' trust

It's simple—people trust brands that are consistent. It shows credibility and stability. Now, all they need to see is if there’s a compatibility with who you are as a brand and who they are as consumers.

So, the more your brand personality appeals to your customers, the easier it will be for them to trust you. This is because they can tell what makes you happy or sad, angry or elated. By being consistent with your branding, you can build trust and foster a community around your brand. As a result, you’ll be able to nurture better relationships with your customers and secure repeat business. 
How to Create a Consistent Brand Personality

1. Come up with your brand’s story 

Think about why you started your company in the first place. What problems did you (and do you) want to solve for your customers? Remember that this should be focused on what you can do for them instead of answering what they can do for you. This is how you can gain their trust and secure their continued business.

By creating an initial story, you can then go about shaping the personality of your brand.

2. Find your niche

Businesses succeed by identifying their customer base and then talking directly to them. That said, who exactly are you talking to when you market your products and services?

In the same way that you wouldn’t speak to a child using language suitable for adults, it's important not to try and reach everyone by speaking in broad terms. If your business is targeting people who love going out for coffee at night, then ensure that all of your marketing channels reflect this lifestyle.

3. Plan your content and social strategy accordingly

How you talk to your niche matters, so be sure to plan for it properly. If your brand’s voice takes on a more motherly and nurturing tone, write your copies across all platforms—from your social media posts to emails to blog posts—the same way. It's important not to lose the essence of who you are when sharing different posts on various platforms.

4. Design your website based on your brand personality

Your brand personality isn’t just about how you talk and what your posts say, it's also in the images that you use and how your website is designed.  
Having a cohesive color palette on your website (and in all of your marketing materials) is a good start. Through color psychology, you can influence how people perceive you as a brand and allow them to relate to you on this level.

For example, if your website is designed with bright and lively shades of pink, then you’re instantly telling them that you are a playful and girly brand. How your website looks gives your customers a more visual idea about your brand personality.

Want to truly let your brand personality shine? Have it designed by the professionals here at Doula your Business. We make it a point to truly get to know who you are as a company and translate it the best way we know how: through awesome web page designs and marketing!