Brand Image vs Brand Personality – what is the difference?
What is the difference between: brand image, brand identity, and brand personality?
We all hear these terms: brand image, brand identity, and brand personality, but don’t they all basically mean the same thing? Simple answer: no. Despite them all falling under the ‘Brand’ umbrella, they are completely different concepts. In today’s blog, we are introducing the idea of why brand personality matters and how you can build a brand personality to find loyal customers.
But first, let’s clarify the definitions: brand identity vs. brand image vs. brand personality:
Brand identity is how the business wants to be perceived by its customers, it’s who you really are on the inside.
Brand image is the customers’ current view and perception of the brand, which may not be aligned with who you are.
Brand personality is a set of human characteristics and/or personality traits associated with a brand.
Why does brand personality matter?
Every single business exudes their own personality, and to ensure your business is successful, your brand personality needs to be unique so that it can shine above your competitors.
Just like you like your friends based on their personality, you would be attracted to brands that carry personality traits that appeal to you or potentially reflect your own characteristics.
With brand personality, you give a reason to your audience to pick your company over your competitors. Injecting personality into your brand is a way to achieve differentiation in a competitive industry.
How do you build your brand's personality?
The way you communicate with your future and existing customers says a lot about your company’s personality. Therefore, there are 3 key aspects that you should do to ensure you showcase this unique personality:
Personalise Your BRAND Interactions
Would you want to interact with someone that has zero personality? We doubt it. Make sure to personalise your interactions with everyone and anyone – whether it’s with an existing customer or not, and through every communication channel you use from social media to your website.
By taking the time to personalise your interactions with your enticing personality, you are not only attracting new customers, but are keeping your existing customers loyal, whilst ensuring they feel valued.
Tell Your Unique BRAND Story
Tell your audience your business story: How did everything start, who are the people behind the business, why are you doing what you do, what do you love about your business, what is your mission and what does your business value?
Having a brilliant About page on your website is a great way of connecting and showcasing truly who you are. This also relates to your social media, showing off your personality, and making yourself relatable to other people.
Pro Tip: Use beautiful and unique photography. Stock photos are great, but if you want to showcase your individual brand personality – we highly recommend investing in great-quality photography!
Communicate the Essence of Your Brand
Ensure your website, your social media content and your communication strategy represent your company and convey your brand personality. Think through the wording and the company voice you portray, the ways of communicating and what type of imagery is reflective of your brand personality.
For example, a business website's purpose often aims to reflect the feeling of working with you and what your customers can expect from you. So, if your website appears old, cluttered, and difficult to navigate, your customers could potentially assume your business is out-of-date and disorganised, which definitely want to avoid. We want your brand personality to shine from the very beginning of the customer journey to the very end.
So, what will you gain from injecting some brand personality into your business and brand identity design?
With brand personality, you will amplify the possibility of reaching and attracting new customers that resonate with you and your business. Furthermore, once your customers have experienced your high-quality products or services, it is easier to build a loyal customer base that cherishes your brand's personality and offering compared to a good product/service with a non-existent or not relatable brand personality.
Are you ready to inject brand personality into your business?
Our Experts can help you add brand personality to your brand identity, copywriting, and website design.
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