Building a Brand Personality That Resonates
Crafting a Brand Personality That Evokes Emotion
When building a brand, your personality goes far beyond what you say—it’s about how you make your audience feel. We know that emotions play a huge role in creating a lasting connection between your brand and your customers. That’s why we focus on crafting brand personalities that evoke trust, excitement, and a sense of belonging.
Let’s walk through how we created the personality for a platform built to inspire families to explore the great outdoors together.
Step 1: Define How You Want Them to Feel
Before anything else, we ask: How should your audience feel when they engage with your brand? For this business, the goal was to create a feeling of adventure, excitement, and connection. The brand needed to inspire families to get outside, take risks, and make memories together.
By focusing on these emotions, we could create a personality that encouraged families to embrace the joy of outdoor activities.
Step 2: Evoke Trust and Confidence
Trust is a key emotion that every brand should evoke. In this instance, families need to feel supported and confident that the recommendations they find on the platform are reliable and family-friendly.
By positioning the brand as a trusted partner in trip planning, we built a personality that reassured families that their adventures would be fun, safe, and well-organised.
Step 3: Create a Sense of Adventure
Next, we wanted the audience to feel excited about the possibilities. The platform’s personality is adventurous and vibrant, inviting families to explore Tasmania’s natural beauty and have fun together. The brand encourages people to get outside, take risks, and enjoy their time in nature.
Step 4: Foster Connection and Togetherness
Another key emotion for the brand is connection. The brand promotes the idea that family time is about more than keeping kids occupied—it’s about building relationships. By encouraging families to explore the outdoors together, the brand fosters a sense of belonging and togetherness, making the audience feel safe, supported, and engaged.
Step 5: Leave a Lasting Impression
Finally, the most successful brands are those that leave a lasting emotional impact. The brand leaves families feeling empowered to make memories and explore the outdoors with confidence. It’s about creating lasting experiences, not selling a product or service.
Why Brand Personality Matters
Your brand’s personality should evoke emotions that create lasting connections with your audience. Whether it’s trust, excitement, or a sense of community, focusing on how you want your audience to feel helps shape a personality that sticks.