Developing Brand Personality

Updated: May 25, 2020

First things first: before we even get started, sit yourself down, grab a pen and a piece of paper and write down the traits of who you think your target audience is. How do they speak? What clothes do they wear? What do they do for fun? No matter what industry you’re in, it is essential to know who your audience is and who you are connecting with, their wants and needs, their voice, and what’s important to them.

There will always be similar artists, festivals, promoters, and so on looking to do the exact same thing you are, so what can help you shine apart from the crowd? Your authenticity and your relationship with your audience. This is where brand personality makes its red carpet entrance.

People want to know who they are giving their time or their money to, they need to believe in you, and like what you stand for.

You first need to figure out what you want to stand for and then your brand personality, this will create the pathway for the correct demographic to find you. Like human personality, your brand's personality will create human characteristics for your brand. It will create your tone, it will be the beginning guide to how you make people feel, and it will allow for you to be different, and tell your individual story.

If you are an artist, people invest in you personally. They want to know who they’re supporting. It’s not just about the music, it’s about the artist themselves and how they connect with their fans. They want to see their personality and what makes them unique. If it’s a festival the same rules apply. People want to know the personality it’s going to have and what the festival is about. Does it speak to their likes? What will the vibe be? How does it connect on a personal level? How is it different from a similar festival? Figure out your tone and your message so there’s no confusion on what you stand for. Your brand personality will elicit an emotional response from the consumer. Once you make that emotional connection, you set your brand apart. You want them to trust your brand and know what you stand for. This takes time to figure out but in order to set yourself apart, it’s absolutely necessary. To help, we’ve added some examples of the brand personality spectrum brought to you by StraightMarketing and VEMT.

Brand Personality Spectrum

Brand Personality

Whether you’re an individual or an organization, you need a voice and you need to tell a story. You need to draw the audience you’re targeting in and make them understand you. If you can reach them and speak to their wants and needs, they will be the most loyal followers. But it’s your job to make them feel connected to you. How do you do that? You tell a story. You help them visualize what it might be like at your festival, you help them get to know you as an artist both inside the workplace and outside, you paint a picture. Before you can do any of this, you need to figure out what your brand is and how you want to show it. Consistency is key and being authentic to your audience. They will see through the bull****. Share your mission, vision, and values. As a festival, everyone is “exciting and unique” but that’s not enough. Find what your mission is, communicate that mission and tell that story your future followers. Let them feel as though they are living it through video content, blog posts, email blasts, text campaigns, live Q&As; anyway you can connect further with your audience and tell your story.

Personality matters. People are going to pick to invest their time in a business that stands out and speaks to them. If you try to fly under the “normal” radar, you will crash and burn. You need to express yourself and give your followers an escape through your music, your event, or whatever it may be. You want them to feel exactly what you say they will feel. Figure out what your audience wants and is looking for and then give it to them. No customer wants a one-sided relationship. Interact with your demographic, hear their wants and needs, and engage with them. They will always pick the business that gives them a personal touch, then doing business with something that feels robotic and cold. Once you show your audience they are listened and cared for, you build trust. By understanding your customer, you will know what your brand personality needs to be. As an artist, you want to have your listeners feel like they know you, they trust you, and they feel comfortable. You want that relationship to be close and familiar. You need to provide structure and an emotional connection. Brands such as Nike for athletes, Publix for food shopping, and Disney for kids, have done this well. Each one tells a unique story that people have grown to love and trust. They both are well-known and trusted because they spent time building their personality and their voice through their messaging, advertising, and customer service. When we speak, we talk as ourselves, it comes naturally. This will happen when you develop your personality for your brand in the music industry.

Your personality will naturally create your voice and your listeners will begin to know and love. The key is figuring it out and staying authentic and true to your audience. Your voice is what tells your story, it’s your brand's personality. You have to watch how you say things, when you say things, and what your message is. Remember when you’re speaking to your audience, be yourself, be creative, be original, and be authentic. Also, people want to feel included in your business, in your life. If you’re hosting a festival, keep them in the loop, give them sneak peaks, ask what THEY would like to see. If you’re an artist, talk to your fans, let them get to know you. Speaking to them by yourself is very intimate and if you need to speak about the business operations, “we” is encouraged, as it makes your audience feel as though they are a part of your decisions and they have a say.

Personality is key. We can’t stress this enough. Everything your brand will do from this point on, is try to connect with it’s fans. People will connect with brands that speak to them and make them feel something emotionally. Personality, voice, messaging, values, and beliefs will help you resonate to the correct audience. Once you have your personality, the rest will come to life. You can tell your story through many platforms but at least you will know how to speak to your fans and what you want them to feel when they think of your brand. Tell them the story they want to hear and give them the escape they are looking for.

If you need more help figuring out your brand and what you want it to say, look no further. L1NEUP DIGITAL is here for you.