Brands, much like humans, have certain personality traits. The personification of a brand that evokes certain emotions in customers is what builds brand equity. Brand personality is not applicable just to large corporations; this branding strategy can help small businesses and startups as well.
What are different types of brand personalities?
Customers show loyalty towards particular brands for a number of reasons. One reason could be that customers perceive a particular brand to have traits that the individual shares. Brand personality traits can be categorized as follows:
- Youthful and carefree – relate to excitement.
- Thoughtful, kind, trustworthiness and innocence – relate to sincerity.
- Athletic, rough, outdoorsy traits – relate to a rugged personality.
- Leadership, successful, influential are traits that signify competence.
- Elegance, prestige, pricy – relate to sophistication.
- Allure, exclusivity and status – relate to desirability.
How Brand Personalities Help you Market your Brand Better?
By differentiating your brand from the competition
A distinct brand personality can make your brand appear to stand apart from your competition. You can make your brand appeal to youth by inferring personality traits like carefree or spirited. A competitor’s brand may be offering their similar product as athletic. By addressing different personalities, this same product is now appealing to varied audiences.
By communicating good traits about your brand
Personality traits such as trustworthy and desirable can help build customer confidence. Brands that connect to the consumers emotionally often carry the traits of desirability such as allure or exclusivity. With trustworthiness a brand can strengthen its belief in consumers to maintain its quality standards.
By forming an emotional attachment with your 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.
By helping form sustained relationships with your brand
Apple used the power of brand personality to great effect with its ad campaign to promote the Mac. It differentiated its product from PC with the help of distinct personality traits. Justin Long represented the stylish and young Mac that was instantly more relatable than older and traditional PC represented by John Hodgman. It enabled consumers to decide which brand they wanted to buy, depending on the traits they wanted to embody for themselves. Personality traits help consumers establish a relationship with a brand as they identify with the personality and not just the product.
By conveying your brand’s message
Your favourite childhood cookie brand could invoke personal memories of warmth and comfort. This may be the reason you prefer one cookie brand over another. When launching a new product, marketers can expand their reach by assigning personality traits that the audience can connect with. Comfort foods such as cookies need to display personality traits that invoke strong emotional responses in consumers. Athletic shoe brands are likely to have traits of being rugged and outdoorsy while a stiletto company will be personifying desirability traits such as allure or status.
By setting the tone for your brand
The tone of your brand is helpful in establishing marketing strategies. For instance, if you want your brand to invoke the feeling of sincerity – maybe something kind or thoughtful – then your marketing needs to focus on this tone to send the same message to consumers. You can make your apparel brand friendly and cool or sophisticated but fun.
The personality of the brand is, after all, how you want your brand to behave. This being said, your marketing and branding strategies need to be compatible. This can help you to create a cohesive marketing plan that won’t meander from your desired goal. A clothing company that is launching a new range can plan their strategies based on desirable traits. What do you want your clothes to signify – weekend fun or casual evenings; or maybe spirited and outgoing. Consumers need their banks or insurance companies to be reliable and not trendy or fun and brand personality is what conveys the right image to the consumers.
McAllister Marketing is a full service marketing company that specializes in aligning consumers and market strategy to increase business growth. Contact us or call 250-380-2299 to learn how we can help you with proven marketing strategies to help strength your brand and brand awareness.
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