Brand Personality : Importance, Types and Examples

What is Brand Personality?

Brand Personality represents the unique character of a brand. It is not just about what the brand does; it is also about the connection it creates in individuals. When a brand has a personality, it’s effortless for consumers to connect with it emotionally. The goal is to create a positive feeling about the brand, and firms need to define their brand personality well enough to connect with their ideal customers. This identity will be reflected in the brand’s messaging, imagery, and overall marketing efforts. It is mandatory to be consistent in expressing this personality. There are five main brand personality types: sincerity, ruggedness, competence, excitement, and sophistication, each with general characteristics.

Geeky Takeaways:

• Definition: Brand Personality represents the unique character of a brand. It’s not just about what the brand does but also the bond it constructs in individuals.
• Importance: When a brand has a personality, it’s easier for consumers to connect with it emotionally.
• Goal: The goal is to create a positive feeling about the brand. Firms need to define their brand personality well to connect with ideal consumers.
• Types: Sincerity, ruggedness, competence, excitement, and sophistication.

How does Brand Personality Work?

Brand Personality will shine through in the way a brand talks, the pictures it uses, and its overall advertising. Keeping this personality consistent is super important. When a brand’s personality is well-defined, it helps form a strong emotional connection with a specific group of customers. This connection will guide how a firm presents itself and advertises its products. This emotional bond is pivotal because it makes a brand stand out and keeps consumers coming back. So, firms must figure out their brand personalities to connect with the right individuals.

Types of Brand Personalities

1. Sincerity: Sincere brands aim to be straightforward and honest, which makes customers love and trust them. These firms will focus on giving facts, being open about their business, and using real-life stories to promote what they offer. They are described as friendly, cheerful, and genuine. For instance, Gymshark, a brand for gym clothing, connects with customers by being real and even partners with influencers to make their brand more popular.

2. Excitement: Brands with this personality will want their customers to have a great time. They encourage individuals to join in and experience something new and exciting. These brands are good at making people excited about what they offer. Airbnb is a perfect example; they promise unforgettable trips, and they even changed their logo in 2014 to show how exciting and unique their service is.

3. Competence: Competent brands are chosen by customers who want things done well. They are leaders in their industry and always focus on having top-notch products. For example, Brands like Apple are prominent because they make high-quality devices. Apple uses social media and keeps its website up-to-date to connect with its audience, especially young and modern people. This brand is known worldwide for its unique and modern personality.

4. Sophistication: Sophisticated brands are all about luxury and being the best. These are expensive and glamorous brands that not everyone can afford. Tiffany & Co. is an ideal example; they use smart marketing to show themselves as charming, elegant, and a bit expensive. They become symbols of prestige and are seen as top-class.

5. Ruggedness: Rugged brands want to show that they are strong. They focus on nature and adventure and are often seen as tough and masculine. For example, Jeep, the car brand, is known for its rugged and stylish cars. When people think of Jeep, they think of freedom, passion, and going on exciting adventures. People who choose Jeep cars are often seen as strong and adventurous individuals who love exploration.

Importance of Brand Personality

1. Points of Differentiation: Brand Personality acts like a special badge that helps a brand be different from other brands. Think of it like everyone wearing different colors in a big crowd—it helps the brand get noticed and remembered. This is important, especially when many other brands are trying to catch consumer’s attention.

2. Competitive Differentiation: In a big market where there are lots of brands, having a strong personality is like having a unique superpower. It helps the brand be different from others, making it easy for individuals to recognize and remember. This is important in a busy world where everyone is trying to get noticed. It’s like being the superhero in a big superhero team—you stand out, and individuals remember you.

3. Building Customer Relationships: When people feel a connection with a brand’s personality, it’s like making a new friend. This connection is super important because it makes customers more likely to stick with the brand. It’s like having a favorite friend you always want to hang out with. This friendly connection also makes the brand more valuable over time.

4. Influencing Purchasing Decisions: Imagine going to a store, and you have two choices for the same thing. If one of them has a personality you like, you’re more likely to opt for that one. Studies show that more than half of consumers prefer to buy from brands with a strong personality. So, having a cool personality can make a difference when people are deciding what to buy.

5. Increasing Brand Awareness: Having a unique personality isn’t just about being different; it also helps more individuals know about the brand. It’s like having a unique style that makes people remember you. So, when a brand has a personality that stands out, more people notice it and remember it, which is great for the brand.

6. Enhancing Self-Expression Benefits: Brand Personality is not just about the brand; it’s also about the people who like the brand. When you choose a brand with a personality you like, it’s a bit like expressing yourself. It’s like picking clothes or colors that match your personality. This connection makes people more loyal to the brand, and it’s a fun way to show who they are.

Brand Personality Elements

1. Clarity: A clear and straightforward brand personality is like telling everyone the story of your brand. It helps consumers recognize what your brand is all about. For example, think of Jeep as a brand; it’s all about being tough and adventurous. You can see this in their ads and pictures, showing rough terrain, tough weather, and exciting adventures. This clear message helps individuals instantly get what Jeep is all about.

2. Consistency: Consistency is like sticking to a plan to make your brand stronger. When your branding is consistent, it’s like having a superhero outfit that always looks the same. This constructs a strong brand image, and studies show that it can even increase how much money your brand makes. Imagine your brand as a superhero, and brand guidelines are like the rules for how the superhero always looks and acts. Whether it’s on social media, in ads, or on posters, everything should match—the story, personality, and even the way your brand talks.

3. Relatability: Imagine your brand is a friend, and consumers like friends they can understand and connect with. Consumers are more likely to support brands they feel a personal connection to, and many are even willing to pay more for products from brands they trust. So, having a brand personality that individuals can relate to is like being a friend to your customers. It helps build trust and construct a lasting connection.

4. Memorability: Being memorable is like having a unique style that everyone remembers. Brands with strong personalities are like superheroes that everyone recognizes. When individuals are looking for something online, they often go for a brand they know. If your brand stands out and is memorable, it’s more likely to be the first choice. A positive experience with your brand, combined with a unique personality that sets you apart from others, makes your brand hard to forget. It’s like being the superhero everyone remembers in a big group of superheroes.

How to Build your Brand Personality?

1. Define Core Values and Beliefs: Defining the core values and beliefs of your firm is like creating the heart and soul of your brand. Imagine your brand as a superhero, and these core values are the guiding principles that shape its character. They serve as the foundation, setting the rules and principles that make your brand unique and special. By clearly defining these values, you establish the essence of your brand personality, ensuring consistency and authenticity in how your brand presents itself to the world.

2. Understand your Target Audience: Just like superheroes have a specific group of individuals they aim to help, understanding your target audience is crucial for shaping your brand personality. Knowing your audience is like understanding who your fans are. It involves figuring out the traits and characteristics that will resonate with your ideal customers. It’s akin to choosing the right superpowers that will impress and attract the people you want your brand to connect with. This understanding ensures that your brand personality aligns with the preferences and values of your audience.

3. Gather Feedback: In the superhero analogy, your brand is like a superhero outfit—it needs to look good and work well. Gathering feedback through focus groups and surveys is like asking your fans about your superhero outfit. This feedback process will permit you to hear their thoughts and opinions on different aspects of your brand personality. It’s a valuable opportunity to learn from your fans, understand their perspectives, and receive suggestions on how to enhance and refine your brand personality. This iterative feedback loop helps ensure that your brand resonates effectively with your audience.

4. Test our Brand Personality: Once you’ve established your brand personality, it’s time to put it to the test, just like a superhero trying out their superpowers in action. Testing your brand personality on your audience involves implementing it in your messaging, visuals, and overall brand presentation. The feedback you gather during this testing phase is akin to receiving reviews on your superhero performance. It provides insights into how well your brand personality is connecting with your target audience. This testing and feedback process is crucial for making any necessary adjustments to ensure that your brand personality not only reflects your core values but also genuinely resonates with the people you aim to impress and engage.

Brand Personality Frameworks

Every firm possesses its unique personality, and as your firm grows and understands your audience better, this definition may evolve. Brand personality frameworks are valuable tools for firms, notably those just starting. Here, we delve into some prominent frameworks that can guide you in defining your brand’s distinct character.

1. Aaker’s Brand Personality Framework: Aaker’s framework focuses on assigning human characteristics to a company, exploring five pivotal dimensions:

• Sincerity: Brands embodying honesty and truthfulness, committed to ethical practices and societal betterment.
• Excitement: Brands perceived as imaginative and inspiring, known for thinking outside the box.
• Competence: Reliable and responsible brands, intelligent and efficient, constructing trust through competence.
• Sophistication: Luxurious and upper-class brands, are often seen as glamorous and charming.
• Ruggedness: Outdoorsy and daring brands, unafraid to explore and cater to adventurous individuals.

2. Brand Identity Prism by Jean-Noel Kapferer: Introduced by Jean-Noel Kapferer, the Brand Identity Prism comprises six critical characteristics shaping an overall brand:

• Physique: The physical aspects of your brand, encompassing style guide, logo, color palette, and product representation.
• Personality: Your brand’s voice, determines what you say and how you say it.
• Culture: Your brand’s origin story, encompassing beliefs, founding principles, and company culture.
• Relationship: The connection between your brand and customers, involves customer service and online content.
• Reflection: Detecting the type of customers you want to reach, helps streamline your approach.
• Self-image: How customers visualize their ideal selves through your brand, with visual identity playing a key role.

3. Brand Archetypes (Carl Jung): Another approach involves selecting a brand archetype, popularized by Carl Jung, with 12 archetypes defining values, attitudes, and characteristics:

• Belonging: Social archetypes connecting with consumers, such as the everyman, lover, and jester.
• Stability: Archetypes provide structure, including the creator, ruler, and caregiver.
• Impact: Brands aspiring to change the world, like the magician, hero, and rebel.
• Paradise: Firms aiming to set customers free, represented by the innocent, explorer, and sage.

Brand Personality Examples

1. Coca-Cola (Blending Excitement and Sincerity): Coca-Cola combines excitement and sincerity to create its distinctive brand personality. Through holiday packaging, vibrant brand colors, the introduction of new flavors, and various campaigns, the brand aims to evoke feelings of joy, optimism, and innovation. This approach aligns with Carl Jung’s concept of the innocent, emphasizing seeing the good in all things. Coca-Cola’s brand feels like a reliable old friend, maintaining a consistent personality that resonates season after season.

2. Apple (Leading with Competence and Excitement): As a prominent technology developer, Apple stands out with its competent brand personality, showcasing innovation and leadership. Infused with excitement, Apple appeals to a wide audience and is known for delivering top-notch products. The brand’s strong recognition and differentiation strategies eliminate the need for discounts or price wars, showcasing a competent approach. Apple’s visionary products, aligned with the Magician archetype, reflect its ambition to change the world, consistently pushing the boundaries of what’s possible.

3. Nike (Energizing with Excitement and Innovation): Nike’s brand is all about energy, embodying an exciting and innovative personality. It serves as a source of inspiration for athletes and individuals alike, encouraging them to push their limits. The brand’s slogans and associations with high-profile athletes contribute to its dynamic image. Nike’s reputation for cutting-edge products further adds to the excitement, making it a leading force in the sportswear industry. The brand’s energetic and inspiring personality resonates with people, motivating them to embrace an active lifestyle.

How does a Brand Personality come to Life?

1. Visual and Sensory Identity: A brand’s visual and sensory identity is the face it presents to the world. It will include elements like logos, typography, brand colors, and imagery. Take Coca-Cola, for example; the vibrant red color is inseparable from the brand. A robust personality gives a brand a signature look that people instantly associate with its character. Beyond the visual, brands can also convey their personality through other senses. For instance, a brand with a glamorous personality might create a sophisticated in-store fragrance. This interactive experience enhances the brand’s overall identity, creating a multi-sensory impression that leaves a lasting impact.

2. Communication Style and Tone of Voice: Brand Personality extends to how a brand sounds in its communications, whether written or auditory. The way a brand communicates its voice, tone, tenor, and temperament reflects its core personality traits. It’s akin to how each person’s voice or choice of words reflects their unique personality. Consistency in communication style ensures that the brand’s personality resonates authentically.

3. Building Meaningful Connections: The way a brand acts within the broader context of the world is where its personality truly comes to life. Brands forge meaningful connections by aligning their actions with their identity. It involves what a brand says, how it behaves, the initiatives it takes, and the values it upholds. Just as individuals connect through shared values and actions, brands build relationships by embodying their defined personality in every interaction.

Conclusion

Brand personality serves as the unique character that sets a brand apart, evoking emotional connections with consumers. It works hand in hand with brand imagery, where the former creates a relatable emotional bond and the latter ensures brand recognition and effective communication of tangible benefits. Both elements collaborate to form a robust brand identity that stands out in a crowded market. Defining a brand’s personality is pivotal, similar to crafting a superhero’s character, as it influences points of differentiation, competitive strength, customer relationships, purchasing decisions, brand awareness, and self-expression benefits. The process involves understanding core values, connecting with the target audience, gathering feedback, and testing the brand’s personality for resonance. The significance of brand personality lies in its ability to create a memorable, relatable, and trustworthy brand that leaves a lasting impression on the audience.

Brand Personality – FAQs

What is personality?

Personality is like the unique way each person acts and behaves. It includes things like their interests, feelings, and how they see themselves.

How does brand personality form?

Brand Personality is all about what people think of a business. If a firm wants individuals to see it in a certain way, it needs to act that way. This means not just looking a certain way, but also talking and behaving consistently.

What does personal brand personality mean?

Personal brand personalities are like the special qualities that make you stand out. They’re your unique abilities, the things that make you different at work, and how you show who you are. These qualities let individuals know about you even if they haven’t met you before.

What does competent brand personality mean?

A competent brand is like a smart and clever friend. It’s good at what it does and always comes up with new and clever ideas. Brands like Apple and Uber are examples. They want to be known as the experts in what they do, always bringing new and smart ideas to the table.