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.