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  • Writer's pictureKyle Hjelmeseth

What’s my Brand’s Flavor?

Have you ever stopped to think about your brand’s personality? Before you go thinking that when you’re just starting your business, the most important thing is to focus on sales and other operational / finance aspects. Here are five reasons for you to learn why it is so important to create and know your brand’s personality:

  1. A well developed personality connects with your target’s emotions, ultimately converting them to loyal consumers.

  2. Brand flavor makes your brand dependable and shows consistency throughout.

  3. Brand flavor shines a light that makes you stand out from your competitors.

  4. You are able to showcase that you know who you are and that will allow you to approach your consumers directly.

  5. Brand flavor allows you to create and innovate with proper insights to take your new products and services to the next level.

So let’s talk about how to cook up that flavor…

You had an idea; you believed in it, your birthed it and now you OWN it. Yass, innovation! But when you created your brand, did you ever stop to consider the type of personality it should or would have? Not really? If your answer to all of these questions is a big fat ‘no’, don’t worry because we have all the tea and we’re ready to spill!

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Did you ever stop to consider the type of personality your brand should have?

Photo courtesy of Stephanie Liu Hjelmeseth (@honeynsilk)

We know, right now you’re thinking “Oh, my brand is selling just fine and we are growing rapidly. So thanks, but no, thanks!”. But before you dismiss the idea, let us convince you a little further. Let’s start with something simple; imagine your brand as if it were a person. Is it a he or a she? How old is he/she? How does him/her sound? What does he/she like? What does his/her voice sound like? Would you consider being friends with him/her?

Connection is key to every business

Knowing the answers to these questions will allow you to create a buyer persona and even a buyer journey. Why should you do this? Because developing your brand’s personality will allow you and your team to control how you want your business to be perceived through others and that is key.

People connect with personalities, and different personality traits can be more or less appealing depending on the people you like and connect with. No matter what they say, people are still influenced, even when they claim brand is not important to them, and don’t care if it’s not trendy or the one to have.

C.G. Jung has a great definition of personality:

“Personality is the supreme realization of the innate idiosyncrasy of a living being. It is an act of courage flung in the face of life, the absolute affirmation of all that constitutes the individual, the most successful adaptation to the universal conditions of existence, coupled with the greatest possible freedom of self-determination.”

Brand personalities are much the same, they reflect the collection of experiences that the public has with the brand. It differentiates while creating a lasting impression in your consumers’ minds. Strong brands tie their narrative to consumers’ emotions and achieve a lasting connection.

Learn it and know it like the back of your hand

So the next time that you are talking about your brand, talk about it like if it were your friend. Talk about how he/she feels, like you know this person from a long, long time ago; like it’s your best friend in the whole world. A brand personality should be fun and always changing, like humans are changing and evolving. It’s ok to always be exploring new things.

And what better way to experiment with different brand personalities, targets and communities than with an Influencer? Let them be tools for your trial and error; apply your brand personality through them and their communities and get insightful and prompt feedback- it’s the fastest you can get. Get a taste of all the different personalities G&B has to offer. Take a look at our roster and let us know what your brand BFF is into and we’ll work with you to find the right one to represent it and take it to the right place.


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