How to Create a Brand Personality on a Website

14 June 2021
How to Create a Brand Personality on a Website

Can you imagine meeting the dullest person you ever met at a party? Would you want to spend time with that person if you had a choice? And, more crucially, would you want to buy anything from a person who could bore an insomniac to sleep? The same can be said for the many characterless websites you can find on the web.

So, how do you create an engaging personality for your websites that will resonate with your target audience? You start by imaging your website as a person and asking yourself a few questions about this virtual individual you are trying to create. Then, you will be able to transfer that personality onto the pages of your website.

Who Are Your Friends?

You can tell a lot about a person by the company they keep. And, a person’s personality dictates the type of friends they will attract. So, to create a website that will attract your target audience, you must first identify what kind of person that would attract that audience. In other words, you must understand your target audience before you can create your brand personality. You need to know what personality type will appeal to your prospective customers and what topics interest them. You need to understand who your audience is before you can gain their trust and loyalty.

What Type of Character Am I?

Brands have characters, and you need to convey your brand’s characteristics on your website. Are you bold and loud, for example? Or are you more restrained and perhaps a bit old school in your attitudes? Do you love the outdoors, or are you more of a stay-at-home type of person? Your character choice will help you choose the right tone for your website and the right kind of images and typography. Would your brand personality choose bright, dayglow colors, for example, or would they go for more subtle, earthy tones?

What Makes Me Unique

You want to fit in with your target audience, but you also want to offer something unique. So, consider what makes your brand different in terms of a unique selling proposition and brand personality. It is best not to assume that people will recognize why your product is better than the competition. Instead, make the benefits of dealing with your brand apparent on your site. Remember, too, that the differentiators between you and the competition may not be all product-based. The user experience on your site, the after-sales service, and the brand values also form part of your brand personality.

What Do I Look Like?

They say you should not judge a book by its cover. However, that’s what people do when they first encounter another person or a website. So, consider what type of impression you are making with the design of your website. Make good use of images and videos and make it easy for people to navigate your site. But always bear in mind your brand personality when you design your site. Infographics with cartoon-like images, for example, might not appeal to some audiences as much as an in-depth text article. Audiences looking for high-quality products might be put off by a site that looks like a discount store.

What do I Sound Like?

When you are writing content for your site, try imagining how your brand personality would sound. Are you mega-excited about the awesome, once-in-a-lifetime, not-to-be-missed deal that you are offering customers? Or are you more concerned about the elegant beauty and fine craftsmanship of your products? How a person talks and their choice of words can say a lot about their personality. The same is true of the tone and language you adopt in the written content of your website.

What Do I Believe In?

It’s not a great idea to talk about religion or politics on most types of websites. However, consumers do like to know that the values of the brands they support align with their own. So, it would be worth considering what would be important to the persona of your brand. You might think about the causes your brand might support, for example. And what would go against the beliefs and values of your brand? The personality of your brand must be consistent in all your content. If you let your guard down and publish something off-brand, all your branding efforts will appear insincere.

Why Should People Trust Me?

A critical element of friendship is trust. So, it is best to be transparent about things like terms and conditions on your website. Make your terms, delivery charges, and returns policy easy to find. And avoid adding on extra charges at the point of checkout. It will also help build trust if you publish content that showcases how knowledgeable you are about your products and niche. And, of course, any business website should have an SSL (secure sockets layer) certificate and a secure payment processing system.

Do I Keep My Promises?

Designing a brand personality will only get you half the way there. You must also back up the image you create with action. So, avoid overselling your products or service. And, if you promise next day delivery, ensure that goods do indeed arrive the following day. Even the best web design won’t win loyalty and repeat customers if you fail to live up to the promises you make. And, if you do make mistakes, don’t be afraid to admit them and be quick to apologize. A brand personality is most effective when it is honest and trustworthy.

Conclusion

So, to sum up, the best way to incorporate brand personality into a website is to create a brand persona. A brand persona is an imaginary person who has the personality and character traits of an individual who could connect with your target audience.

Then, as you design your website, ask yourself if your brand persona would use that image, color, or language. Try to make the website an extension of the personality of the brand. The crucial thing to remember is that people relate to people, not brands. So, the more human you make your brand appear, the easier it will be to convince people to choose your business over the competition.