A brand's character is essentially its personality – the distinctive traits and qualities that define how it shows up in the world. When you have a well-developed brand character, people should be able to describe your brand using human personality characteristics. "Oh, that brand is bold and irreverent" or "They come across as warm and nurturing."
Just like with human personalities, your brand character needs to be nuanced and allow room for growth, but it also needs some clear, recognizable core traits. If I ask people what first comes to mind about a brand and they stumble, unsure of how to articulate its character, that's a red flag the personality needs more definition.
At the same time, you can't just rely on focus groups or A/B testing to fabricate an identity. That often leads to a flat, one-dimensional personality crafted to appeal to the masses instead of standing for something bold and distinctive. Your brand's personality should be an authentic negotiation between your company's values and what resonates with your core audience.
When developing the character, spend time understanding the founders' motivations for starting the business. Their story and driving purpose is a key part of establishing an identity with substance behind it. But don't let it be purely founder-centric either. Connect that inner voice with the relevant cultural trends and what your audience craves.
The most compelling brand characters strike a balance – rooted in an honest sense of self while staying tuned into their audience's needs and desires. And they evolve naturally over time without wildly erratic or insincere pivots that break the audience's trust.
Ultimately, you want your brand to feel like "a character" in people's lives and stories. A personality they understand, identify with, and develop a relationship with based on shared values and experiences. That's the hallmark of a truly resonant brand character.