It can be hard to stand out as a small business. Your reach can be small when you are relying on word of mouth and free advertising. One of the best ways to stick in people's minds is to have a brand personality.
What is a brand?
Brand is defined as “a type of product manufactured by a particular company under a particular name.” It is what the world thinks of when they hear your business name.
When you hear Amazon what do you think of? How about Coca Cola? Two very different companies but you probably have a good idea of what they stand for and a feeling about them. That is brand.
You want people to feel a certain way when they hear your business name. If you bake cookies you might want them to think "yummy" or "sweet." If you quilt baby blankets you might want people to think "warm and soft." These would be your brand personality.
Some brands will be fun and quirky, some will be formal and serious, it all has to do with how you want to interact with your customers.
How do you create a brand personality?
Start by finding your niche and then building recognizable and consistent marketing materials around your product. You are going to want to stick to a color palate, commit to fonts and graphics and present a bit of your personality on a regular basis.
Make sure to download your workbook and print it out. It is only four pages but will help you to brainstorm and work through some of the following excersizes.