The U.S. legal system’s attempts aside, businesses aren’t actually people. Yet we often speak of brand personalities – and in fact, many of our purchasing decisions are influenced by not just how good the product or service is, but whether we like the brand and if it aligns with our values.
For a startup or small business, creating and managing a brand identity is both more difficult – a tiny marketing budget! – and easier. It’s easier because as a small business owner, you can keep your communications more consistent and effectively showcase your brand personality.
Here’s a five step guide to doing this.
1. Decide on a persona that works with your values and strengths.
In other words, get your strategy in place. What do you envision your brand to be? Are you pedantic or casual? Experienced or youthful? Staid or vibrant?
And if you haven’t figured out your values yet, start now: are you for innovation or efficiency? People or results? Individuality or conformance? Artisan or mainstream? (Not that each pair is mutually exclusive, but you might want to decide what you care about most.)