When I think of a brand, I envision an actual person. They have a certain look, a unique personality, something either attractive or uninviting. Aspects of a logo or a website for example, can essentially create a physical version who a company is.

Picture a company with a strong logo, a playful voice and clean modern website. Now, apply these attributes to what a person would look like. Did you imagine a confident, approachable, clean-cut person? You get the idea.

What would your brand look like if they were a person? Does this person reflect how you want your brand to be?

A brand identity is the most important thing to have. It’s the backbone of everything you do. Your brand will drive how the rest of the world perceives you. What will make them choose you over others is dependent upon how you personify your brand.

Let’s get started.

  • Name your competitors.
  • Name your hero companies.
  • Who is your target audience?
  • How do you want your audience to look at your brand?
  • How do you communicate with your audience?

Your heroes and competitors have their own persona, which can come to life when you analyze their brand. If there’s a company out there you respect and admire, that your goals and personality are similar to, you can use them as a base of what you’d like to be. Just make sure you add your own ingredients to the mix. Always remember you have to differentiate yourself and be authentic to who you are. Who are you trying to stand out to? Who are you going to appeal to? Think of your target audience. What do you want them to see?  Once you’re done answering these questions (yes, write them down!) it’s time to look at your brand from within.

The inside is the guts of your brand, the core standards and morals. It’s how you function and what you do. To define your core, start out by answering the following questions with 7 words:

  • Describe what your brand does.
  • Describe what is unique about your brand.
  • Describe what you would like your brand to be.
  • Describe what you don’t want your brand to be.
  • Describe your values.

Now look at what you wrote and complete each sentence. Remember that your brand is taking the embodiment of a person, so pronouns are to be used.

I do:

What is unique about me is:

I aspire to:

My goal is:

I don’t want to:

I value:

Now that you know what’s inside, use that to help shape the outside.

Your logo, your colors, the way you present your brand should reinforce what’s inside. If you’ve ever heard of color psychology, then you might know where we’re getting at with this. Colors influence people to form certain associations. Green or brown for example is usually considered as natural, while purple can be wise or creative.  In the same thought, fonts also invoke feelings. Bolder brands need bolder fonts. A children’s toyshop and a bank would not use the same font. Envision what you want your logo to say about you. Make it come to life.

Of course, this only all comes together once you know who you are and how you want to represent yourself. It won’t happen without prior contemplation and discovering your brand.

When you’re ready to discover your brand and what you want it to become, make an appointment with Newton Design & Marketing to chat over coffee. We’ll hold your hand every step of the way and help you in all your marketing and branding needs.

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Written by tamara pesqueira