Does your market know who YOU are, as a person? If you are the face of your company, such as a consultant, coach or author, it’s a given that people will associate your brand with you.

However, if you’re a business where your product or service is the brand, it’s a little more difficult for your market to recognize you. And in either case, if you don’t have a clear brand voice, it’s unlikely that anyone will recognize you without a name, logo, or face.

And it’s almost impossible for customers to form a true connection with someone who has no personality.

Having a defined personality changes all that. It makes you stand out from everyone else in your market. And when the voice of your brand is consistent in all your content, people start believing they can have a true relationship.

But your brand personality consists of not just the words you use, but also how you put them all together – through the tone of voice you express in all your content, including visuals and multimedia. It also consists of the way you relate to others, including how you take care of clients, how they experience your service or even how you pick up the phone.

So, the main question you need to answer is…

If your brand was a person, how would you describe her (or him)?

If you met your brand at a social event and had a conversation for an hour, how would you describe it afterwards? What personality traits does it exhibit? Where would you find your brand? How does it behave in its spare time? What brands does your brand wear, drive and consume?

And on the flip side, how do you want your customers to describe you after they’ve had a chance to get to know you a little? How do you want them to feel about you?

Your brand needs to have a personality in order to make a connection with your customers. People remember your character traits and the voice you speak with, but they don’t remember a faceless entity that speaks in a generic, flat tone.