The small city where I live is home to Canada’s largest outdoor market. This morning, my wife and I went there, as we love to do on Saturdays — especially during harvest season. It’s always fascinating to see how craft brewers and individual shops infuse their personality into their brands.

One shop, in particular, I find fascinating. It’s run by a guy with a huge red beard, and he has a drawing of himself on his sign. He sells dressings and dips that are phenomenal, including a whiskey dip made with garlic soaked in whiskey for three weeks. 

So. Much. Amazing. Food. …Okay, back on track!

Stand near this vendor for two minutes on any given Saturday, and you’ll hear someone comment about how closely he resembles his logo. This puts him at the center of his brand, creating a unique and memorable identity. (However, it also risks making the founder dangerously needed and poses a challenge with aging). It’s a vivid reminder of how powerful — and sometimes double-edged — a strong brand personality can be.

In “I Need That,” we explore how creating a sense of need goes far beyond product features. Brand personality plays a huge role in making products feel more necessary and desirable. 

Here’s why it matters and how to leverage it effectively:

1. Differentiation in a crowded market: A distinct brand personality helps you stand out. In a sea of similar products, character can be your secret weapon.
2. Emotional connection: People buy products; they buy into brands. A well-crafted personality can forge strong emotional bonds with your audience.
3. Consistency across touchpoints: A clear brand personality guides all your marketing efforts, ensuring a cohesive experience for customers.
4. Attracting your tribe: The right personality naturally draws in your ideal customers while gently repelling those who aren’t a good fit.
5. Humanizing your brand: Especially important for tech or B2B products, personality can make your brand more relatable and approachable.

So, how can you develop and leverage your brand personality effectively?

1. Know your audience: Your brand personality should resonate with your target market. Research their values, aspirations, and communication styles.
2. Define your brand’s traits: Is your brand playful or serious? Cutting-edge or classic? Identify 3-5 key traits that define your brand’s character.
3. Create a brand voice: Develop guidelines for how your brand speaks, including tone, vocabulary, and even punctuation preferences.
4. Visual consistency: Ensure your visual elements—colors, fonts, imagery—align with your brand personality.
5. Train your team: Everyone who represents your brand should understand and embody its personality.
6. Be authentic: Don’t try to force a personality that doesn’t align with your company’s true values and culture.
7. Evolve thoughtfully: Like that bearded market vendor, be aware of how your brand personality might need to evolve over time. (Colonel Harland Sanders and Orville Redenbacher did a great job managing this.)

Remember, a strong brand personality does so much more than make your product recognizable. It helps make the product feel needed. 

When customers connect with your brand on a personal level, they’re more likely to see your product as an essential part of their lives.

In the end, infusing your brand with the right personality can turn “I want that” into “I NEED that,” creating loyal customers who don’t just buy your product, but buy into your entire brand ethos.