WHY BRAND PERSONALITY MATTERS MORE THAN YOU THINK?

WHY BRAND PERSONALITY MATTERS MORE THAN YOU THINK?

More than just a logo, product design, packaging, or physical identity, a brand also conveys values and represents specific personalities to the public.

Indeed, like each of us, every brand has its own characteristics and personalities. These characteristics help businesses connect and build stronger relationships with their target customers.

To understand the importance of Brand Personality, we should first understand the meaning of Brand Personality.

Let’s figure it out by reading this article!

Humans Have Personality, So Do Brands!

The term brand personality refers to a set of human characteristics that are attributed to a brand name. An effective brand builds brand equity by exhibiting a consistent set of characteristics that appeal to a certain market niche. This personality is a qualitative value-add that a brand gains in addition to its functional benefits. As a result, a brand personality is something to which the consumer can relate.

Why is Brand Personality Important?

1. Make the brand stand out

In fact, customers now has endless product choices and access to thousands of messages from different brands every day. Busy and fast-paced lives even make it impossible for them to pay attention to everything. 

Besides, in the process of comparing between brands, if the difference cannot be discerned, customers will often choose products with lower prices. Therefore, having personality can highlight a brand’s unique features, making it become more prominent and valuable in the eyes of customers.

2. Create consistent brand messaging

According to Forbes, consistent brand presentation across all platforms increases revenue by up to 23%. Brand message has never been more essential than it is now in the age of social media. You may have a concept of what you want your brand’s personality to be, but your brand is ultimately defined by how others perceive it. Your customers are the ultimate judge of character. If your brand personality isn’t consistent with who you are, they won’t buy into it.

3. Forming an emotional attachment with brand

Consumers are more likely to identify with brands that closely resemble them in terms of personalities. A brand that showcases personality traits such as kindness or thoughtfulness is likely to be trusted by families. Someone may prefer a brand of jeans that personifies ‘cool’ over another that is all about status.

What are different types of brand personalities?

Customers are more likely to purchase a brand if its personality is similar to their own. There are five main types of brand personalities with common traits:

1. Excitement

Excitement conveys a carefree, youthful and spirited attitude. A wide variety of different brands fall within this personality dimension. Disney, GoPro, and Airbnb are brands owning these personalities. These companies are all unique, yet they all strive to provide a fun and engaging experience. They exemplify the words “exciting,” “carefree,” and “spirited.”

2. Sincerity

A brand with a sincere personality is transparent, thoughtful, and often times family oriented. Sincere brands are ethical, responsible, and considerate of their customers’ needs. Sincere brands have a lot of success in terms of gaining client trust. Toms, Coca-Cola, and Hallmark are examples of brands with sincere personalities. Giving back and spreading joy are important values for these businesses.

3. Ruggedness

Rugged brand traits include adventurous, tough and athletic. Yeti, Jeep, and Patagonia are three brands that come to mind when mentioning rugged personalities. These brands embody the outdoor lifestyle of their customers. They understand that their customers are fearless, rugged, and eager to get dirty.

4. Competence

A competent brand is innovative, clever, and efficient. This personality dimension’s brands aim to establish themselves as the foremost experts in their industry. Apple and Uber are two examples of competent brands that thrive off new, innovative ideas and clean, easy-to-navigate design.

5. Sophistication

A sophisticated brand is refined, lavish and typically pricey. Sophistication appeals to a very specific group of people. These brands aren’t for everyone. They cater to the 1% of the population who are ready to spend money on the better things in life, in order to achieve project status. Rolls Royce, Versace, and Rolex are examples of brands that appeal to sophisticated customers. The personality of a sophisticated brand is often flashy and sometimes arrogant. But so are their customers.