What's up brand builders! Stephen Houraghan here of BrandMasterAcademy.com and in this
video you're gonna learn how to discover brand personality traits for your brand strategy
so you can inject some humanity into the brand that you're building and start connecting
with your audience on a human level.
now if you're new to the channel and you want to
build brands that go beyond the visuals brands with strategy psychology personality and storytelling
then you're in the right place make sure you hit that subscribe button hit the notification
bell as well it'll let you know when we've got new videos coming out now if you know
my stuff then you know I'm very much an advocate for the human brand and human brand is this
idea that brands are evolving into an entity that is becoming more and more human so when
you think of modern brands today and the elements that they use within their strategies well
you think of beliefs and values and a tone of voice a vision a personality authenticity
these are all human traits that as humans we just have within ourselves but brands are
injecting these into their strategies so that they can be more relatable the reason for
this is obvious as people that is how we connect with other people we don't connect through
an advertisement that they send us we don't connect through a message that they send us
we connect with other people through personalities through human traits and human characteristics
so that's why brands today are evolving to these human entities so that they can connect
and resonate with their audience on a much more human level so that's what I want to
talk about in this video I want to give you a process that you can use to uncover the
characteristics that are right for your brand that you can inject into your brand strategy
and your brand messaging number 1 define your target market so you're doing this from a
broad level first and foremost you're really just categorising who these people are so
for example are they successful adventurous men between the ages of 45 and 55 or are they
busy working moms who really value their social life so this really just categorises the group
of people that is your audience and it's important to start broad here and you can get more detailed
with this later on step number 2 know your avatar so this is where you're going to dive
a little bit deeper yes you have the categorisation of who your audience is now but you want to
uncover who that person is you want to uncover who this avatar is and of course you start
here with their demographics and their psychographics so what is the circumstances of their life
what are the behaviours that they have within their life but you want to go a little bit
deeper than that as well you really want to understand who they are what makes them tick
and what they feel and when you have that information that's when you really start to
get a picture for who this actual person is number 3 identify their characteristics so
now you know a bit about this person you know a bit about their circumstances and their
behaviours and what makes them tick but you really want to now extract the characteristics
that define them so are they adventurous are they funny are they determined are they chilled
out are they relaxed are they caring what is it that defines them what are those characteristics
that really corner who this person is who this avatar is if you're able to extract those
characteristics then you'll have a starting point for the personality of your own brand
number 4 define the role of your brand now this will come in part from your differentiation
strategy so how are you going to be different and why are you going to be different what
is it that makes you different and what role are you going to play in their lives so are
you going to be their guide are you going to be a motivation are you going to be a caregiver
what is it that you're going to play in their lives what kind of role are you going to play
in their lives because it's through this role that you can really understand what characteristics
your audience is going to be attracted to number 5 identify the characteristics of your
brand role so we identified the role that your brand is going to play in the last step
but now you want to extract the characteristics that define that role so for example if you're
going to be a guide then you want to be knowledgeable you want to be wise and you want to be guiding
they're the kind of characteristics that you would extract if your role in their lives
was as a guide so when you've identified the role that your brand is going to play then
you need to extract the characteristics that represent that role step number 6 pool your
traits so you've extracted the characteristics of your audience and your avatar and what
makes them tick what is it that categorises them and what characteristics define who they
are and what they're attracted to and what they desire and then you also have the characteristics
that define role that your brand is going to play so you want to take the characteristics
from both sides and pool them together and that will be the foundation of the personality
and the characteristics that would define your brand number 7 prioritise your characteristics
now you might have 5 10 15 or even 20 different characteristics here that you have extracted
from the avatar and the role that you're going to play but you really need to get a lot more
specific now and before you do that you need to consider the position that you want to
own in the mind of your audience that is critical here before you define your personality you
need to know what position you're going to take in the market what you want to mean to
your audience because it's only through knowing what you want to mean to your audience can
you develop a personality that will appeal to them and that will help you to solidify
that position so consider the position that you want to own in the mind of your audience
look at the characteristics that you've extracted from your avatar or from the role that you're
going to play and prioritise those characteristics that will best help you to own that position
in their mind now there's more to developing a brand personality than just identifying
characteristics but really understanding the characteristics that will be the foundation
for your brand personality is absolutely critical here and this then plays into the rest of
the brand that you build it'll play into the tone of voice the language profile the communication
the storytelling and of course the visual identity so now you have a step-by-step process
that you can use to extract those characteristics the next step for you is to identify exactly
how you're going to use them to appeal to your audience but I'd love to hand it back
over to you now I'd love to hear your experience when it comes to brand personality developing
brand personality and characteristics do you subscribe to this idea of the human brand
and that we need to develop brands that are more human and connect on a human level if
you have any questions at all in and around brand strategy brand personality developing
characteristics let me know in the comments below I'll do my best to answer all of those
if you like this video give it a thumbs up hit that subscribe button hit the notification
bell as well it'll let you know when I've got new videos coming out if you want actionable
brand strategy tips and techniques just like this one head on over to BrandMasterAcademy.com
get yourself signed up for the list it is free and keep some exclusive content for that
list as well so make sure you're on it and there's plenty of downloads on there as well
plenty of resources if you want to build brand strategies so get yourself involved but as
I said I'd love to hand it back over to you I'd love to hear from you about your experiences
your challenges I'll do my best to answer all of those until next time brand like a
master and I will see you in the next video!