Branding Personality: A Lasting First Impression

As Shakespeare once said, “What’s in a name?”. For a name alone is just a descriptor and a way to differentiate one thing from another- it doesn’t hold all meaning. I find this idea to be rather relevant to branding today. A lifeless name and logo on a piece of paper, just won’t cut it in today’s marketing climate. 

This got me thinking about the brands I love and what they’re doing differently. Why do they leave such lasting impression on me? One thing that I feel they’re doing very right is becoming more human…. and they’re doing this by developing a killer brand personality 👏

I’ve seen this being put into action first hand in my time interning at Inka; amazing businesses and people behind them who just need a bit of help translating their ideas into a brand personality and strategy. Here are a couple things I’ve learnt about breathing life into your brand.

ADDING THAT HUMAN FACTOR…

Consider your brand. Who are you? How do you want to be perceived, and what personal characteristics do you embody? This is where your brand archetype comes in. There are 12 archetypes of brand personality that you can fall under, each is categorised by personality traits that represent the role your brand plays in the market. 

Archetypes are used to give meaning to your brand. It’s all about creating a picture of who your brand would be, if it were say one of your friends or family members! 

So how does this look in the real world?

Let’s look at Australian brand, Thankyou. Their brand has a unique brand personality, allowing them to stand out from the overwhelming number of bottled water brands in Australia. Falling into the ‘Caregiver’ and ‘Everyman’ archetype, they are known to be authentic and generous. The philanthropic values and actions of the company are reflected in their branding, from imagery and voice through to messaging.

Another brand that is bringing something unique to the game is Up Bank. If you haven't come across them yet, they’re a neo-bank, with no physical presence - yet another traditional concept being digitised (I know!). One look at their brand, and the words edgy, disruptive and playful spring to mind. Aspects of the ‘Outlaw’ and the 'Jester’ archetypes are present in their brand’s personality. There’s a whole lot of excitable energy they’re giving off!

LET THAT PERSONALITY SHINE...

Now that you’ve determined who you are, its time to communicate this with your audience. A clear and consistent tone of voice and imagery are two wonderful ways of achieving this.

Thankyou’s tone of voice helps convey their caring and humble nature. Phrases like “Thank you for loving Thankyou. We love you right back” and “Together, we think it’s time to bring the light” are used on their social media and website copy. They present themselves as genuinely good people, who encourage their audience to band together to make a difference. Now, if that’s not enough to inspire you to choose their products over competitors, then I’m not sure what is!  

Up Bank’s imagery is confident and exciting, inline with their bold brand personality. Expect to see plenty of GIFS and special effects, video game graphics, and lighting bolts throughout their social media feeds. They quite literally give meaning to their catchphrase “Super Powered Banking”  through this imagery ⚡⚡. It’s eye catching and fun, but most importantly sets them apart from traditional banks who usually stick within the ‘Sage’ or ‘Ruler’ archetypes. 

So whether you're about to kick start a new business, or you’re wanting to refresh your existing brand, I encourage you to take a moment to dive into who you are and how you share that with your audience.

This post was written by Inka Intern Lily as part of our 12 week Intern Program.
If you're interested in interning with us, keep an eye out for announcements on our social channels or apply today!