A classic Bonds advertisement: the Chesty Bonds brand character has shaped many personal relationships with the company.
So many small businesses struggle with branding. How do you distinguish what it is you do? How you do it? How can you shape the way people think about your brand and how they relate to your business?
Creating a brand character is one way to make this happen for your small business. Let's look at the theory.
According to Investopedia, a brand personality is a set of human characteristics that are attributed to a brand name. "A brand personality is something to which the consumer can relate; an effective brand increases its brand equity by having a consistent set of traits that a specific consumer segment enjoys."
But how does this help small business? Don't people just call up a plumber, or a carpet cleaner, or a restaurant based on what they Google? Or find in the Yellow Pages?
This advanced marketing theory can be applied to your small business to create a major point of differentiation from competitors.
Creating a Brand Character
The simplest way to create and communicate an effective brand personality is by creating one yourself! Giving your brand a human face, a human smile, a set of character traits or personality features. This immediately creates a brand personality for your customers to recognise.
Your brand character should recognise what you do, how you do it and why you do it. He or she should reflect the brand and the services you provide.
But what are the Benefits?
A brand character has many potential benefits for your small business branding.
It allows you to clearly communicate an attractive face for your company.
It allows your customers to recognise your brand amongst your competitors.
It gives potential customers an idea about your brand and makes you stand out from the crowd.
A brand character allows people interact with the brand on a personal level, which can mean the difference when making a sale, or creating return business. So think about the way your small business engages with its customers, maybe its time to consider a brand character for yourself!
If you'd like any help or advice around branding, or would like to develop your own brand character, please get in touch! We love these kinds of projects at Meerkat Social.