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Brand Identity vs Brand Personality

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The two of them work hand in hand, but they still have some fundamental differences.

Brand personality

To connect with customers, your brand needs to present itself as human and real.

If you imagine your business as a person, what kind of person are they?

The ideal brand personality depends on the product or service you provide, you want to appeal to your target audience and be someone they find likeable and charming.

For example, think of a sports drink brand. They will present themselves as fun, active and adventurous. This reflects their target audience and customers.

To put it simply, brand personality is the humanised version of your brand. Are you introverted or extroverted, fun or serious, edgy or friendly?

“Who do you want to be and who do you want to attract?”

Brand identity

Your brand identity is made up from many components.

This can include:

  • Logo
  • Slogan
  • Associated colour/s
  • Products/services

This is the outward appearance and perception of your brand - the things customers can see, touch and hear.

Again, if we humanise your brand, identity would be the appearance, but it also incorporates brand personality into it.

When someone hears your brand name, you want an image and opinion to pop into their head, one that portrays you positively - this is brand identity.

The two may seem similar, but the easiest way to distinguish them is to remember that brand personality is internal and brand identity is external.

To find out more about branding and marketing techniques, get in touch with our team.

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