Brand Personality

Branding – it’s all about a logo and the right pantone selection, right? It’s true that branding includes choosing the right color selections and creating a beautiful logo. But, you could have a gorgeous logo with all the right artistic elements, but, if no one ever sees it or associate’s your business with it, that logo is kind of useless. Branding personality is a huge part of the way your customers and the community view your business. Your business’ branding personality can change with a number of influences but should be primarily centered on your Ideal Customer Persona.

What is your brand’s personality?

When considering your branding personality, you need to first figure out your Ideal Customer Persona. From there, consider the message that you’d like to convey to your Ideal Customer. If, for example, you own a kid-centered after school program, you may want branding that’s fun and playful. Bright, eye-catching colors and funky shapes send a message that your business is a place where kids are welcome.

On the other hand, if you own an accounting firm with high level clients, you need your branding to feel more trustworthy and capable. Calming colors with a simple, modern font would be more appropriate in this instance. While these two examples, which are on opposite ends of the spectrum seem like common sense, it can be difficult for some brands to establish their personality. In fact, most brands lie somewhere in between those two examples.

Let’s take an example that might not be so easy, a coffee shop. First, we want to consider where the coffee shop is located. This will help us identify our Ideal Customer and what kind of style might appeal to them. Below are three different menus that might appeal to three different Ideal Customer Personas. Note: I am not, nor have I ever claimed to be a graphic designer, these menus are about 80% stock photos and templates.


Option 1

This menu might appeal to a more modern client. The coffee beans in the background are bold and the menu provides the option to add extra espresso shots. This might work best in a densely populated downtown area where most clients are on-the-go.


Option 2

This menu’s gold accents and artistic designs with an attractive font might appeal to a more affluent clientele. Someone living in an upper-middle class area might frequent this coffee shop.


Option 3

This option conveys more of a diner-style. The plaid kitchen towel in the background photo and handwritten style of font on top give an impression that this is a casual coffee shop. A rural area with clients who appreciate simplicity might be attracted to this type of menu.


In this instance, location plays a huge part in defining the Ideal Customer and appropriate branding. This, in turn, helps the business owner understand how their brand would be best represented in the community. In order to determine your brand personality, write out a list of one-, two-, and three-word phrases that you want to define your brand. Thinking through your brand personality is a great way to hone in on how you want your business to be represented in the community.

Branding and marketing go much farther than just creating a great logo. You want your customers to feel something when they see your logo or storefront. Define what that feeling is so you can figure out the best way to emulate it through your brand’s personality.

Written by: Randi Zimmermann

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