Craft an Alluring Brand Personality and Draw Clients to You Like Magic

It’s time for a night on the town! After a long week, you deserve it. 

Let’s get ready for it. 

First thing first. What will you wear? It’s a casual venue, so you don’t want anything too flashy, but you want to stand out with a little bit of style. But not too much style. We’ll go in nice, casual clothes. 

And the hair. Make sure the hair is in place. 

Don’t forget to brush those teeth!

Getting ready to go out is a ritual. It takes thought. It takes time. Appearance is important.

And once we arrive, we want to present ourselves well. When we talk with others, we do it to encourage them to like us. We aren’t going to start dumping all the bad stuff happening in our lives on anyone who will listen. That will surely repel others. Instead, we hide our flaws as we put our best foot forward. Our goal is to connect with people and not turn them off. 

This is your public persona. It’s what people get to meet first. It’s the You they interact with. 

Business professionals have something similar to their business persona. They are likely very different people at their businesses than they are at home, where they can relax and put down their guard. 

As you present yourself to the world as a small-business owner, you want to cultivate a brand persona— or “Brand Personality”—more carefully as you do your public persona for a night on the town. 

What Makes Up a Brand Personality?

When people encounter your business, whether it be through a business card or your website, you want them to meet your best You. You want to pay attention to your appearance so you can have just the right look to catch that other person’s eye. And you want to present yourself well and say just the right things to connect with them in a meaningful way. 

Eye-Catching Brand Appearance

“You never get a second chance to make a first impression.” I’m sure you’ve heard that before, and it’s true. That first impression is probably going to be initially visible, so you want it to be just right. 

Since we live in an online world, I highly recommend a high-quality website. I know many small businesses do well with just a Facebook page, but that’s not something you can scale with. When you have a website, you have complete control over it. You can add to it and update it as you need. And, when people know where to find you, you become accessible to them. 

On your website, you want to pay attention to your font and colors. Make sure they convey the sentiment you want. Here’s an article that Randi wrote about color theory as it applies to your brand.

Fonts matter, too. Remember those old handwriting analysis tests way back in the day? (Do they still do those?) Well, your business fonts reflect a certain aspect of your personality. Script-like fonts are more casual, and stern fonts are more authoritative.

Here’s a basic overview of font selections based on your personality we wrote a while back. You also want fonts to go well together. Check out more font pairings on Canva.

The design itself also matters. You want it to work intentionally to draw the eye exactly to where you want it to go. It’s a lot like that little piece of brownie on the large plate with chocolate drizzled all over it. The design around the brownie draws the eye to the brownie and makes it more appealing. 

And this isn’t just about your website. It’s about everything. You will use it on your business cards, flyers, online ads, and everything else. 

Hypnotizing Brand Presentation

A brand is more than just how you look. It’s also about how you sound. You don’t want to come across as nails on a chalkboard. But here’s the thing: One person’s nails on a chalkboard is another person’s symphony. 

This is why it’s so important to know your ideal client. If you don’t know who you’re trying to speak to, then you will probably not use the right language needed in order to connect with them. 

And it starts with a simple value proposition. Answer these simple questions: “What do you do? And who do you do it for?”

And some examples: 

I manage retirement funds for people in their 50s

I build cabinets for people who want high-end, personalized work. 

I draw pet portraits for people who want to see their pets in art. 

Of course, you can improve on this. But, I like to start here because that statement puts your business in direct relationship to a specific kind of person. The focus is not on you, and it’s not on the client. It’s on the relationship itself. 

Because you want to focus on the relationship, how you word things matters. You want people who are interacting with your brand to feel like they are interacting with a person who gets them. A great way to do that is use the kind of language that they use. That could mean cultural-generational jargon, such as “Right on!” It could be niche-specific jargon, such as “agile management”. It could have to do with the use of vulgarity. 

Even your offers need to reflect your message. When you present your offer, you will need to talk about their problem in a way that resonates with what they’re really struggling with at that very moment. Then, your offer needs to sound like the thing that they need to fix it. What would you rather have, a “specific widget” or a “magic wand tailored to your need”?

How a Brand Personality Works

Human beings have survived by gathering in safe groups. The more the group is like me, the safer I am. Like attracts like. It seems to be the way of things. From a marketing perspective, that’s good news. 

Your marketing goal is to attract the perfect clients for you (aka, your “ideal client”). You want to craft your brand personality in a way that appeals to those who like it and draws them in. So, if you want to work with professionals, then you want to come across as a professional.  If you want to work with comedians, then you want to come across as funny and maybe even a little edgy.

The more you subtly humanize your brand, the more you move in the right direction to becoming a magnetic personality in your marketing. 

Remember, your brand personality is the Best you can be online. Craft it well, and make it count.