Defining your brand personality: a guide for luxury branding

What is your brand personality?
Creating a luxury brand goes beyond just having high-quality products or services. It’s about the entire experience your brand offers, which includes a strong and compelling brand personality. As experienced female entrepreneurs, you understand the importance of branding, but honing in on the personality aspect can elevate your brand to new heights.

This article will guide you through defining your brand personality with detailed exercises that help personify your brand through human qualities, ensuring it resonates with your target audience and aligns with your luxury positioning.

Understanding brand personality

Brand personality is the set of human traits associated with a brand. It’s how your brand would act if it were a person. This persona helps in creating an emotional connection with your audience, making your brand more relatable and memorable. For luxury brands, having a well-defined brand personality is crucial because it differentiates you from competitors and creates a unique space in the market.

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Key Steps

Building your brand personality

Define Your Brand’s Core Values

Start by identifying the core values that your brand stands for. These values should align with the expectations of your target audience and reflect the essence of your luxury brand. Common values for luxury brands include quality, exclusivity, craftsmanship, and innovation. These values will serve as the foundation for your brand personality. NxT chose to emphasize boldness, elegance, excellence, freedom and beauty.

Create a Brand Voice

Your brand voice is how your brand communicates with its audience. It should be consistent across all touchpoints, from your website and social media to customer service interactions. For luxury brands, the brand voice should be sophisticated, elegant, and refined. Avoid using slang or overly casual language (see what we were saying about luxury vocabulary here). Instead, opt for a formal tone that conveys professionalism and exclusivity.

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Exercises to define your brand personality

The ideal brand party

Imagine you are hosting a celebration for your clients, contractors, and business partners. This exercise helps you visualize your brand personality and how it would manifest in a social setting. Consider the following questions (and many more, obviously, freed your creativity and imagination!):

Where will the party take place?: A beach, a castle, a NY loft, a Parisian apartment?
What kind of food will you provide?: Simple finger food, molecular cuisine with live chef experiences, classical french food?
What kind of music will you play?: A classical quartet, a trendy DJ?
…

The answers to these questions will help you visualize the ambiance, style, and overall experience your brand embodies.

The chinese portrait

This exercise involves imagining what your brand would be if it were different things. For example:

An actor/actress: Would your brand be more like Kate Winslet, Tom Cruise, Jessica Alba?
A city vibe: Would it resemble the energy of New York, the romance of Paris, the laid-back feel of Los Angeles?
A sweet treat: Would it be a colorful macaroon, a piece of dark and strong chocolate, a handful of popcorn?
A song: Would it be “We Are the Champions” by Queen, “Makeba” by Jain, “It’s Oh So Quiet” by Björk?
…

By answering these questions in detail, you can draw out the characteristics that define your brand personality.

Bringing it all together

Once you have defined your brand’s core values, and created a brand voice, it’s time to bring it all together. Consistency is key. Ensure that every aspect of your brand, from your visual identity to your customer service, reflects the personality you’ve defined.

Your brand personality should be evident in every interaction your customers have with your brand. This includes your website, social media, marketing materials, and even your physical products. By maintaining a consistent brand personality, you can create a cohesive and memorable luxury experience for your customers.

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Let’s create your brand personality

Building a luxury brand personality requires careful consideration and attention to detail. By defining your brand’s core values, creating a consistent brand voice, and crafting a luxury vocabulary, you can create a strong and compelling brand personality that resonates with your target audience.

Remember, luxury is not just about the products or services you offer; it’s about the experience you create for your customers. Every interaction they have with your brand should make them feel special, valued, and part of an exclusive world.

I’d love to hear your thoughts and continue this conversation! Come chat with me in my Instagram DM @nxt_branding and let’s discuss how we can elevate your brand to new heights!

À très vite,

Amandine