Last blog post we talked about Brand Personality and how it’s a critical tool in your marketing game. It transforms your business from a faceless corporate entity to a relatable, authentic and trustworthy persona.

If you’ve been in the game for a while, here’s a quick audit to see if your brand persona is in check:

1. What are your customers pain points, what are their core desires and fears?
   e.g. your ideal user may be a teenager who is tired of the status quo, they value independent thinking, adventure and risk taking, they are scared of being forgotten or not making real impact on the world.
   
   

2. What characteristics resonate with these desires and fears?
   e.g. Someone who is tired of the status quo my be looking for a heroic leader for change, or a rebellious voice that walks to their own tune — there’s a million ways to go about this.
   
   

3. How is this personality communicated visually?
   e.g. If your brand personality has a rebellious attitude, does that come across in your typography? Is there grit in your copywriting? Does the design style create a sense of disruption, edge or defiance?
   
   

4. Are these visual cues consistent?
   The thing with consistency, in showing up everyday providing the same experience with your user is that is creates familiarity. In design jargon it is brand recognition, or market awareness. Familiarity breeds trust, and trust leads to sales.

The art and science of design is that every element has meaning. The font you select, the colour palette, design styles and textures and how you combine them all helps sway decision and shapes the idea of your brand in your users’ minds. Whether you’re a start up venture or marketing veteran, reach out to us if you’re looking to connect your brand in a more believable and human way — it’s a beautiful thing.