How To Balance Your Brand's Personality With Your Own

Katie Schwarz
April 3, 2019
How To Balance Your Brand's Personality With Your Own

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You're on board with the idea of creating a brand personality, but what next? Find out the two most important things to consider before choosing a brand personality. Yep, you get to choose!

First things first

The biggest difference between your brand’s personality & your own is that you actually get to pick your brand vibe.

Now, let’s totally have a conversation about nature vs. nurture if you are into that sort of thing. But, for most of us, we are happy to accept that we don’t get a whole lotta say in our own personality & move on.

A few notes about your personality

Go ahead and admit it. You love a good personality quiz; I’m right there with you friend! Knowing yourself has a ton of value. Especially in building a biz.

Working with your own special blend of awesome is one of the best things about entrepreneurship.

There isn’t a one-size-fits-all kind of way to build a profitable & successful business. Thank. Goodness. Maybe it’s an INFJ thing, or maybe I'm just a rebel at heart, but I hate being put in a box.

This is one of the reasons (among many) that I decided a long time ago that the typical 9-to-5 wasn’t for me. No thank you. Hard pass.

Aside from a healthy enjoyment of “What Disney princess are you?” style quizzes, I’m not going to pretend to be an expert in discovering your own personality. But. Here are a few of my favorite resources that go much deeper than the princess or wizardry house style quiz.

As in, they will actually give you helpful insights about how you work best. By the way, none of these are affiliate links. I just find them useful.

16 Personalities: An easy and approachable version of the classic Myers Briggs Personality framework. Plus, their website is way more fun than the average legit personality test.

How to Fascinate: The test is free, but you'll have to sign up with your email address to get the results. It's more business oriented and focused on how others see you. I haven’t bought any of the trainings, but have found the free info helpful.

Marketing Personalities: My friend Brit is a marketing coach who believes in #marketingthatfeelsgood. She has built her coaching practice around discovering marketing strategies that work with your personality instead of against it. Love, love her work. You can find out your own Marketing Personality here. You'll want to check out 16 Personalities first if you don't know your Meyers Briggs type. Knowing what works best for your personality & permission to let go of the rest is such a relief.

Moving on

Here’s the #nofilter truth. Your brand isn’t about you. What, wait a minute!?! Totally not about you. (Sorry 🙁 ) My brand isn’t about me- it’s about you, my audience. A brand is about your clients/customers/readers/etc.

So, if our brand is actually about them, then we need to consider their needs and expectations before choosing a brand personality. I’m all about helping bring clarity with exaggerated examples. We'll visit Tim who has forgotten about his audience and Kait who has forgotten to include her own personality. So, let's dive in.

So, if our brand is actually about them, then we need to consider their needs before choosing a brand personality.

One Extreme

Meet Tim. Tim is a wedding photographer in a pretty traditional suburban area. His clientele is into romantic, feminine & refined events. But Tim decides to brand his photography business as a Rockstar brand. He thinks standing out will help him charge more.

You're probably itching to let Tim know that this isn’t his best move. I know I am. Tim seriously needs consider his audience before he spends $$$$$ on his new website. 😱

Now, I’m not saying that you can’t be a wedding photographer with a Rockstar brand. You just aren’t going to attract those more traditional, suburban kind of couples. Tim’s audience is much better suited to a Southern Charm brand.

Don’t be like Tim and forget your audience.

The Other Extreme

Meet Kait. Kait has a boutique line of organic children’s clothing. Her company has a small but mighty fan base that has become a close-knit community. She is a voice for sustainability & conscientious fashion.

In an effort to create a brand that attracted her ideal customers, she decided on a Maker personality. Sounds like a good fit.

The problem is that it doesn’t fit her own personality at all. Kait is the epitome of a bright, happy social butterfly. She loves all things bright & fun.

But her brand doesn’t reflect any of that. While her clothing line is growing, it doesn’t spark any kind of joy for her anymore.

The solution: bring more of Kait’s personality into the brand instead of totally ditching what is clearly working. Adding some Sunshine into her Maker brand will bring that personality back to the sweet spot.

Don’t be like Kait & create a brand that is so disconnected from you that it feels fake.

Your brand personality sweet spot

Like many things in life and business, the sweet spot is in the middle. I’m not talking about being mediocre.

I’m talking about the where your own personality/values & the values/needs/expectations of your best audience meet. Here’s a handy-dandy diagram for you visual learners out there:

Brand Personality Sweet Spot Venn Diagram

It’s all about finding that sweet spot. You're looking for the place that feels authentic to you as the biz owner and fosters connection with your people.

Are you nodding your head in agreement, having a lightbulb moment, or confused?

Send me a message over here.

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Katie Schwarz
Katie Schwarz

Designer and branding mentor: helping you stand out with thoughtful design and human-friendly branding.

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