So you defined your brand personality - now what?

You've probably read about defining your brand personality many times – What are your brand values? Is your brand serious or playful? Familiar or bold? If your brand were a person – what type of person would it be?

These are foundational questions that will set your brand apart and help create a unique experience. A brand personality informs creativity and decision making in a way that creates consistency across channels - from social media to internal communications, all the way down to the ‘vibe’ of a physical product.

But once defined, how do you implement your brand personality creatively and consistently?

1.       Create brand guidelines

Brand guidelines have become a buzzworthy topic, but that doesn't make them any less important. Your guidelines should be intentional, based on what you want your brand to stand for and what your audience will connect with. They should be robust, covering your brand's substance (mission, vision, and values), visual identity (logo, color scheme, typography, and imagery), and personality (archetype, language, and tone).

A simple Google search will get you a ton of free, customizable templates (I also offer a free brand guidelines template, here.)

2.       Distribute your guidelines

Once completed, your brand guidelines should be shared. Too often, these documents are created and filed away, never see the light of day again.

Brand guidelines are living documents. They should be distributed to teams, attached in creative briefs, and referred to time and time again. When guidelines are accessible, everyone gains a clear understanding of your brand's essence.

3. Embody the brand

The real people behind brands are human. As such, they will have their own characteristics and opinions that differ from your brand. This is why most crucial step of implementation is to embody the brand.

Embodiment is an exercise of empathy. Before any communication, creative idea, or important decision, you must put yourself in your brand's (metaphorical) shoes and speak from that place. Ask yourself:

“If I were - insert brand personality elements - what would I say? How would I say it? How would I represent myself?”

“If I cared about - insert brand values - how would I act? What rooms would I be in? What decisions would I make?”

When executive leaders and creative teams embody the brand, consistency comes more naturally. Decisions become clearer. And the brand begins to take shape as a cohesive entity, leading to consumer trust and success.

For more branding advice or assistance, follow us or visit www.anyacreative.co.