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July 21, 2025How to Find Your Brand Personality | New Media Design
If you think of your favourite brands, what qualities come to mind? Some brands seem to epitomise reliability or trust like a old, wise mentor. But some are super playful and casual, like they don’t take themselves too seriously.
A strong brand personality goes beyond just logos and value proposition. Your brand personality and voice are the essence that shapes how customers perceive and connect with you.
The human-like characteristics that define your brand's identity shape how it is perceived by your customers. Just like people, brands have distinct personalities that influence how they interact with customers, how they talk and how they connect.
Think about the distinct brand personality of the NZ brand L&P
With taglines like “World famous in NZ since ages ago” and “A little bit different, eh?” L&P have developed a casual, distinctively kiwi brand personality that definitely doesn’t take itself seriously.
Compare this with a brand like Chanel
Chanel has a timeless, elegant and sophisticated brand personality. It emanates luxury, exclusivity and an aura of confidence and self-assurance.
How might you develop a brand personality that speaks to your customers and sets your brand apart in the market. The research shows that 80% of customers are more likely to recommend brand they more emotionally connect with
So how will you create one that matches your customer’s values and makes it easy for them to emotionally connect with you?
To start defining your brand personality:
- Think about your brand values, vision, mission or purpose.
- Consider your ideal customer. Look back to your customer personas. What are they looking for? What is THEIR personality. What are the attributes they seek? If they’re looking for an authority, develop this into your personality. If they’re looking for a casual and quirky style that aligns with their own, weave this into your brand personality.
- Analyse the brand personalities of your competitors. See if you can identify gaps or opportunities there.
- Create a list of personality traits that you want your brand to embody. How might you differentiate your brand by emphasising unique personality traits?
