Comment conciliez-vous la personnalité de la marque et la voix ?

Your brand's traits and characteristics are your brand personality. Whereas the language or the words, you use to speak with your audience, is your brand voice. But, more importantly, it embodies your brand’s unique perspective, and the values you stand for. To set yourself apart from competitors and find a unique way to communicate with your audience, use your voice, tone, and personality. Customers in the present generally anticipate that brands should address them on an individual level through related 'humanness' - like how we collaborate with individuals. Brand personality advances human qualities, feelings, and traits epitomized by a brand.

Your brand's personality and voice are its heartbeat, resonating uniquely with those attuned to its rhythm. It's how a brand whispers to its tribe, "I understand you; I am one of you." In the vast marketplace cacophony, it's these elements that cut through the noise, reaching the right ears. They echo shared values, aspirations, and nuances. When your tribe interacts with your brand, they sense familiarity — as if reuniting with an old friend who just 'gets' them. This authentic connection isn't merely about selling; it's about belonging. By nurturing a distinct personality and voice, brands don't just find customers; they build communities, ensuring loyalty and trust in an era craving authenticity.

Having just completed a major rebranding initiative at my company, I believe a brand truly is the heart and soul of a company, and no matter how great your logo looks or how deeply your brand guidelines are communicated through your organization, if your Core Values and Purpose are not well defined and a "right fit", your customers will not have a true connection with your company. All employees - from the CEO to the team "in the trenches" with the customer - not only need to understand what your company does, and why, they need to feel a sense of pride in how their role contributes to the overall health of the business. The most successful brands have loyal customers who won't purchase from anyone else, and that's a Marketer's holy grail!

One thing I've found helpful is that the brand personality and voice are totally linked and form part of its essence. The personality is born from the rational, functional and emotional experience that the brand has with its customers, and "translates" it so that it can have one-on-one interactions and conversations with each consumer. Taking it to a level of human relationship achieves identification and empathy between brand and people, which allows creating strong bonds and memorable experiences.

Agreed! Brand personality is like a brand's special character that makes it unique. People have personalities and so do brands! Logo, colours, tagline, are important, but, the brand's story is what will set it apart.

I believe that the importance of voice and personality lies in directly influencing the trust and bond that can be created with the brand. Just as we meet people we trust immediately and others we never really trust, without this implying valid reasons, this is how brands work, and those that provide the right experience and conversation achieve the ideal level of trust with their consumers.

Attracting and retaining customers is one thing; the brand's personality should help create a loyal community across all its #stakeholders

A well-crafted brand personality helps you to establish emotional connections with your audience. Brand personalities display human characteristics that help with facilitating engagement with audiences. When they echo with the aspirations and characteristics of audiences, it makes brands instantly relatable and engaging. Once you have an actively engaged audience your brand communication and marketing efforts will have a higher success rate.

Did you ever get a crazy idea in your head when you were growing up? Maybe something a little naughty? Could you almost audibly hear your mother in your head pre-scolding you? Or perhaps you have a best friend who you immediately think of when you see or hear something you know they would love. Or maybe you want to pitch an idea to your boss, and you know exactly how to woo them because you know what they'll say. This is the importance of brand personality and voice. This helps your customers think of you not only when they need your product or service, but all the time. Being clear and confident in who you are, and attracting the right customers, is what fosters healthy relationships and ongoing brand engagement.

I find this whole conversation about trust and loyalty as a distraction. The role of a brand is very simple: to create memory structures in the customers' heads so that they act on a preference at moment of purchase. Just that. This is built through differentiation (not the USP kind, though) and distinctiveness (again, fame and uniqueness). Customer preference is typically driven by emotional cues and memory triggers, not rational thoughts.

Brand personality and voice are the soul and speech of a brand. Personality encapsulates its character—whether it's adventurous, nurturing, or rebellious. The voice is how this character communicates—its tone, style, and choice of words. When combined, they're a magnetic force drawing your tribe closer. Your tribe, those core believers who resonate deeply with your brand's ethos, will see themselves in its personality and hear their beliefs echoed in its voice. For a tribe, a brand with the right personality and voice isn't just a product; it's a reflection, a friend, a part of their identity. Tailoring these elements with your tribe in mind makes your brand not just noticed, but cherished.

Your brand personality is what conveys your values, mission, and vision. It is the character of your business and how you communicate your brand to the world in the form of Logo, colors style of your images, Graphics, Typography etc. These elements combined serve as a guideline for your consumers and what message you want them to receive. Being consistent gives your consumers a clear idea of who you are and what you have to offer. The main purpose of critically constructing a clear brand personality and tone is to know how to set out your visual assets in such a way that is memorable for your consumers

Creating personas is a great idea. I think the idea goes back to psychologist Carl Jung. In fact, "archetypes" is also a Jungian idea, which is fundamental to personalities. Archetypes represent shared traits, behaviours, and characteristics that shape the way consumers perceive and interact with a brand. By developing personas, brands can create more relatable and resonant experiences for their constituencies as well.

The first thing is understanding the brand identity (vision, mission, values, USP, and what makes your brand outstanding out of the competitors). The next is understanding who the brand's targeted customer is (geography, psychology, preference, and what tone of voice to communicate with them). Analyzing competitors is a necessary step to Identify gaps and opportunities in the market that your brand can fill. Then choose Brand Personality Traits, Create a Brand Voice and Craft Messaging Guidelines. Imagine your brand is a character in your story, what do you want to draw it? What do you like and your audience want to see from that character? Simplify it, then you find it!

Reconciling brand personality and voice is like blending melody and lyrics in a song. Your brand's personality sets the tune – it's the emotion, character, and spirit your brand emanates. The voice, on the other hand, is the lyrics – it's how your brand articulates its messages, the language it employs, and the tone it adopts. To ensure harmony, first, anchor your brand personality in your core values and beliefs. Next, craft a voice that amplifies this personality, ensuring it resonates with your target audience. Consistency is key. Every touchpoint, from ad campaigns to customer support, should sing the same song. When aligned, your brand's personality and voice weave a compelling narrative that deeply connects with your audience.

Reconciling brand personality and voice is especially challenging when a brand has a diverse customer base or distinct customer segments. This may require the brand to speak differently to its customers depending on who they are, where they are, and how they interact with the brand. But should a brand approach its customers with different personalities? Think about how we as humans present ourselves to the world. We may wear a variety of masks, but we each have a core personality. The more integrated our values are with this core, the more authentic we are. It’s no different for brands. Adopting multiple personalities can be as confusing for the brand as it is for the customer. And it usually points to an underlying crisis of values.

You are not supposed to reconcile the Brand Positioning and its assets with your marketing tactics. The second should be derived from the first. If you are reconciling anything, then it's a sign something deeper is broken within your marketing or corporate structure. As to how do you make them more effective, you build a proper positioning by establishing one positioning concept and using CEPs to build it. And then you execute it properly by saying less things, saying them more often, through as many channels as possible.

It's hard for customers to remember and be impressed with the brand if there are too many things on the brand. However, reconciling brand personality and voice is a challenge. You could start from the brand strategy, from what you plan, and stick with it closely, then align with brand values, ensuring that both your brand personality traits and voice tone align with your brand's core values and mission. Mapping Personality to Voice, for example, if your brand is "friendly," your voice might be conversational and approachable. There is a tip that Uses Cases and Scenarios, to provide examples of how your brand personality and voice come together in different scenarios. This helps your team understand how to apply them practically.

Surveys or meetings with clients can give an understanding into the perception of your brand, its personality and its voice. Also, making various variants of marketing materials and measuring their performance and feedback is one more method for testing out your brand

In my opinion, Brand personality and voice results could be measured by report numbers like the number of searches on Google, and social media channels, brand discussion, and reaction on advertising... Besides, they could also be measured by customer surveys and Q&A to get a real evaluation of branding campaigns.

You don't improve your "brand personality" or "voice", you adjust your brand assets in order to improve your business. You measure your brand performance in terms of sales and attribute association. You start with your Funnel and establish brand goals based on your funnel (like, increasing Awareness in 10% for total market, for example). You set your brand positioning and assets making use of the previous research (strategically). You launch multiple campaigns through different media leveraging the brand positioning and assets. These campaigns should work towards the established brand goals, naturally.

Fresh consistency is the key to maintain your brand personality and voice! It is very important to consider your brand as a human being and define certain characteristics by which you would want the consumer to associate the brand with. Once you have this thought out, imagine how this person will talk, behave and even listen. Marrying the personality and voice is important to appear authentic. There are certain trends such as April Fools which every brand cannot participate in if they aren’t quirky or funny. And it is fine to not participate in every topical trend or event. Forcefully fitting yourself because a trend is popular is not going to add value for your brand in the long term!

Brands get so charmed in fostering a particular, honest brand voice that resonates. In any case, they fail to associate it with their brands visual assets. This separation brings unbalanced incoherent messaging. Brand voice isn't something an organization ought to battle to get right or communicated. It should be unquestionably integrated with the core of what your business is about. Few brands attempt to make a brand voice they think their audience needs to hear. In any case, it's not comparable to what their identity is and what they offer. Attempting to change your image voice to fit latest things or outsmart competitors appears to be shallow and untrustworthy