Topic: Your Brand, Personified

Think about your best friend; chances are you know them pretty well. What is it that defines them in your mind? Just as every person has a distinct personality, every brand projects an identity as complex, nuanced and real as any other. Think of your brand not as an engineered abstraction, but as a living, breathing entity. Flesh out its bones with a bona fide personality.

Dress to the nines – People are quick to judge others on outward appearances, and brands are processed no differently. A logo, typeface set and color palette collectively illustrate a specific style at a first glance. Spend a little extra time building your brand’s wardrobe, then take a look in the mirror. Who do you see?

Watch your mouth – Vocabulary, tone and conversation style are often the most defining aspects of one’s personality. With the rise of social media, it’s never been easier—or more important—for a brand to personally interact with users. Is your brand interesting to talk to? Genuine? Relevant? Your brand doesn’t have to be the life of the party, but be aware of what it’s saying about itself.

Create value with values – Like one’s steadfast convictions and beliefs, a company’s mission statement serves as the driving force behind everything the brand says and does. Google’s credo of “Don’t be evil” is not always stated, but the idea is evident in everything the company does, from user interfaces to logo variations. Make sure your brand’s heart is in the right place.