A powerful personal brand is the foundation of your marketing efforts. Your brand is how the public will view you. In other words, your brand is your reputation.
For example, Tesla is a brand associated with luxury, quality, and eco-friendliness. People love to buy Tesla cars because they love the high-end features and its electric-powered battery. Plus, it’s a great way to show off your wealth.
What will people associate with you?
As someone who has reached multiple seven figures throughout her career, I can confidently say that branding is everything. It’s what’s helped me win clients and expand my business throughout the years. It can do the same for you too.
But what makes a fantastic brand? Is it customer service? Price? Networking?
The truth is that all these things matter, but there’s one missing ingredient: personality.
Why Your Brand Needs Personality
A brand is more than just the sum of its parts. Any competitor can have the same logo, slogan, motto, or colors as yours. But they can never take away your brand’s personality.
Your brand personality is essentially human characteristics applied to a brand. It makes the brand feel more relatable or exciting. After all, your personal brand should be a reflection of you as a person.
Let’s take an easy example: What comes to mind when you think of Dolly Parton?
Is it her great sense of humor and how she makes jokes at every opportunity? Is it her rags-to-riches struggle that took her from living in a one-room cabin to being a worldwide country music star? Is it her humanitarian efforts to promote literacy and education among children?
All these things form our perception of how we feel about Dolly Parton. Whether it’s her music or her image, almost nobody seems to have an unfavorable impression of her.
How can you apply those principles to your personal brand?
Well, start by looking at some well-established brands.
Types of Brand Personalities
Brands have just as many personalities as people do. Some are funny, charming, smart, or caring.
For me, I strive to make my brand sexy. I pride myself and my brand around allowing people to achieve their dreams and become unstoppable. I’m an achiever and have accomplished many great things in my life. I aim to help others achieve the same.
It’s worth looking at Jennifer Aaker’s Five Dimensions of Brand Personality to see the available options.
Sincerity
Some brands strive to be honest and genuine. These are the ones who present themselves as down-to-earth, cheerful, and trustworthy. Sincere brands often focus on giving back to the community, establishing trust with customers, and promoting a forward-thinking and healthy lifestyle.
Examples of sincere brands include Patagonia, TOMS, Hallmark, Campbell’s Soup, and Allstate.
Excitement
Do you want to live a life full of fun and wonder? Exciting brands are the ones who wish to appeal to this kind of lifestyle. These brands are the ones positioning themselves as fun, edgy, spirited, and inspired. You can expect them to target younger demographics and take on celebrity endorsements.
Examples of exciting brands include Monster Energy, Nike, Axe, TikTok, and Red Bull.
Competence
Some brands want to establish themselves as experts in their field. They’re the ones that the average consumer can turn to when needed.
For example, Elon Musk plays into this role very well. People know him as being a self-taught and hard-working genius who creates mind-blowing inventions. It’s no wonder so many people look up to him.
Other examples of competent brands include Microsoft, Apple, UPS, and Intel.
Sophistication
As far as personal brands go, sophistication might be among the rarer traits. However, it’s still worth mentioning.
Sophisticated brands are luxurious, high-end, expensive, and exclusive. They’re the ones that people purchase to show off their wealth and status.
Examples of sophisticated brands include Louis Vuitton, Rolex, Gucci, Mercedes, and Yves Saint Laurent.
Ruggedness
Finally, some brands have rugged personalities. These are the tough-as-dirt brands that can withstand the harshest elements and conditions. Expect to see dark colors, thick fonts, and durable material.
Examples of rugged brands include Jeep, Timberland, LL Bean, Milwaukee Tools, and Jack Daniels.
How Will You Express Your Brand’s Personality?
Your brand’s personality can be just about anything you wish as long as it’s consistent. Aaker’s Five Dimensions of Brand Personality aren’t an end-all-be-all guide but merely a starting point.
Consider how you want your customers to perceive you. Are you reliable and trustworthy? Fun and funny? Cool and edgy? Whatever the choice, incorporate these ideas into your branding for maximum effect.
Want to learn more about branding? Check out our Personal Branding Strategy Playbook for tips and tricks.
Article by Patrick W. Dunne