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How to build a successful brand (Part 2)

In part one, I have discussed the importance of defining your brand values. This second article takes you to the next step in building a successful brand. In this short article you will read about what it means to fuel your brand with personality. The third and final part gives you some useful information on implementing your brand.

Fuel Your Brand With Personality

Once you’ve managed to define your brand values, you can start working on adding personality to it. The personality of a brand describes the way it speaks, behaves, acts, thinks and reacts. Adding personality to a brand makes it more human and thus easier to relate to. Talking to sales driven robots isn’t very charming so make sure your brand has a human side.

Use Your Client’s Language
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You have done your research, everything is set for the next step in building your brand and you are full of enthusiasm. At this moment you feel like your brand should sound fresh, young and edgy because your product is great and everybody will love it, right? Well, you might want to hold back for a bit. You can think that this is the way how your brand should sound like, but it might not be what your clients want or expect. Take your time and make sure that your brand personality empowers its values which were defined in an earlier stage.

You should figure out what your brand should sound like and what words you will use to achieve this. Does a formal tone match better with your brand or should you speak with a more loose and laid back voice? A formal tone can sound professional but perhaps also a bit stiff. A loose voice on the other hand can make your brand more loveable, but it can also be perceived as a lack of professionalism.

The personality of a brand and thus its voice are very important. It is crucial for a brand that its values match with its personality in order to be and to stay credible. Not all services or products can, for example, get away with a witty personality. Do your research before settling on a certain brand personality. Know who you are as a brand, what you are selling and who your customers are. Once this is done, you can start working on the communication with your audience. Keep in mind that a brand’s voice is something which evolves during time. However, don’t be afraid of doing something wrong. If you do your research and have set up all the elements which describe your brand as it is today, you have a strong base to build upon towards a future version of your brand.

Read Part 1: How to build a successful brand (Part 1) – Defining Your Brand Values
Read Part 3: How to build a successful brand (Part 3) – Implementing Your Brand

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