Every brand needs a personality. Do you know why it’s important for a brand to have a personality? If you don’t know (or would like to refine) your brand persona, we have listed out the steps that you should take to form a powerful persona that compliments your mission, product, and website perfectly.

1. How to Make a Brand Persona

2. Every Brand Needs a Personality
Do you know why it’s important for a brand
to have a personality? If you don’t know (or
would like to refine) your brand persona, we
have listed out the steps that you should
take to form a powerful persona that
compliments your mission, product, and
website perfectly.

3. Big Five Personality Traits
The roots of every brand, which were
defined by the Big Five Personality Traits
are: ruggedness, sophistication,
competence, sincerity, and excitement. Most
brands can define themselves with one of
these words, and this definition will impact
how a customer perceives and interacts with
a brand.

4. Big Five Personality Traits
Is your brand rugged, sophisticated, competent,
sincere, or excited? Take a moment to think about
how you would describe your business to somebody
and match what you would tell them to one of these
words. When you’re able to figure out which word
matches your company best, you can think about
how to leverage that definition to form a marketing
plan around it. The plan that you’ll form around this
word will have the ultimate goal of making the
customer feel an emotional attachment to your
company.

5. Form an Emotional Attachment
To form an emotional attachment, you’ll think
further about your brand and decide which
typefaces, colors, and other elements match
your personality best. When you pick these
elements, you’ll need to decide if your brand
is either traditional and established or
modern and high-energy.

6. Traditional vs. Modern
A traditional and established business is likely to
have a formal personality. A formal personality
typically uses very strong typefaces, symmetry, and
bold colors.
A modern and high-energy brand will typically be a
lot more playful than a traditional and established
business. A more playful feel means the brand will
likely use bright colors and make more hip and
contemporary design choices.

7. Finding Your Brand Identifiers
When forming your brand persona, you can’t
forget about the design elements of your brand.
For most customers, your brand and website
are going to be the two principal brand
identifiers. However, items such as what colors
you use, typography you pick, images you use,
and more will help customers identify what
makes your brand unique.

8. Most Common Brand Identifiers
• Images. What type of images are you going to typically use?
This is important to consider because the images that your
brand decides to use will leave a lasting impression on your
customers.
• Typography. What type of font are you going to typically use?
This is important because a font is a way for customers to
understand your personality and remember you. (Imagine if
every time your customers saw the font Helvetica, they
thought about you!)
• Color. What colors are you going to use to bring your brand to
life? The colors you pick will make people associate different
emotions with your brand. For example, warm colors typically
make people happy, while cool colors lead to a relaxed feel.

9. Forming Your Style Guide
After taking the time to think about your
brand personality, you should wrap up all of
these notions into an easy to review and use
style guide. When you make your style
guide, be sure to include the word that
defines your brand, how you feel your voice
should be portrayed, and what images,
fonts, and other guidelines you’d like your
brand to consistently adhere to.

10. Having a Personality Will Greatly
Benefit Your Brand
It’s virtually impossible to create a great
business if you don’t have a personality. This
is because your brand personality makes
your business memorable and identifiable.
Your personality is what makes your
business stand out from the competition.
When you understand your personality you
will surpass your competitors.

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