Branding Elements – Personality

coca-cola-462776_1280Editor’s Note: Here at Dispatches, we are always looking for ways to help our readers do things. For some of our readers, that means helping navigate the working world, for others, it means assisting in the ever challenging question,what’s for dinner?” For still others, it means figuring out how to balance family life with everything else. In an effort to aid in all of these endeavors, we have collaborated on this article written specifically for our readers.

When you think of say Coca-Cola, fun is probably a word that comes to mind. This personification of a brand is crucial for everything from paper towels (strong) to investment brokers (trustworthy) and every business in between.

But coming up with the attributes for your brand, a personality, can be difficult. First you should describe your perfect customer or client. What qualities does this person have? Where do they live? What are they like?

Define The Attitude You’d Like Your Business To Have
Now, start anther list noting the things you feel describe your business. Usually, it’ll swing one way or the other. It could be serious and professional or modern and high energy. Write down the words you feel describe your business and go from there. Some of these could include:

  • Professional.
  • Friendly.
  • Fun.
  • Traditional.
  • Modern.
  • Unique.
  • Friendly.
  • Comfortable.

Create A Voice
When you have your definitions down, it’s time for you to create a voice. This will be the voice that you use on all of your communications. It should feel easy and never forced. You’ll use it on social media, in your emails, letters and on the telephone. This is why it’s important you take your time and create something that suits your business.


Come Up With A Visual Representation
Come up with a visual representation of your brand personality. What colors will you use? What sort of font? (J & A Creative would love to help you with this step!) This is what you’ll also use on your site, social media, letters, store signage, advertisements and anything else business related. Places like deBretton commercial design can help with this.

Don’t Be Afraid To Mix Things Up
Don’t be afraid to mix things up if that’s what your brand is all about. For example, you may have a professional look with a high energy attitude. Having a unique business is a great thing!

Create A Vision Board
A vision board can help you to come up with your needs and see things much clearer. Create one in person or online to help you visualize where you are and how all the parts fit together.

vision board


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