Brand Character Development.

Brand character is an evolution of brand identity. It is more than your logo, typeface, and tagline. It’s what turns a brand into a living, breathing, entity that is allowed to co-exist and interact with real people in a social setting. It is what makes your company “likeable.”

It’s about playing to a particular emotion in your customer and being able to invoke that whenever they see you.

To really assess your own brand character, look at your ideal customers & start asking questions like:

  • How old are they mentally? How do they view themselves?
  • How do they dress?
  • What kind of music do they listen to? Who do they read? Do they read books, magazines or nothing at all?
  • Where do they work? Where do they go to unwind?
  • When do they go online? How often? What websites, other than Facebook, do they visit.
  • How educated are they? What is their highest level of schooling?
  • Are they free-spirited? Do they need to be comforted?
  • What life stage are they in?
  • If my brand were a celebrity, who would they be most like?
  • How would my brand dress?
  • If my brand were a rockstar, what genre of music would they play?
  • How old is my brand mentally?
  • What is my brand’s sense of humor? What comedian would my brand most resemble?

The goal of asking and answering questions like these is to create a fleshed out archetype of you’re talking to. In the beginning, It might even be worth clipping magazines to give yourself an actual visual.


About joshyoungdesign

Massey Design

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