“Good marketing makes the company look smart. Great marketing makes the customer feel smart.”
– Joe Chernov
To understand the importance of Brand Personality, we have to first understand the meaning. Imagine a brand is a person. How would that person behave? How would they speak? Whether that person is well travelled or seldom travels? What kind of car would they be driving? And clothes… you get the picture. Brand personality is the human traits/personality attached to a brand. For example, let’s consider Apple Inc’s brand personality. Imagine Apple to be a person. What would they be like? Creative, innovative, stylish, the cool kid on the block. Brand Personality, simply put is the human traits that a brand develops/defines that informs how the brand talks and behaves. It is partly why we called our company Box 221 – there is 221 brand traits and personalities.
Why is Brand Personality important? Brand personality helps in communication with existing and new customers. A customer can relate to the personality and traits that your brand has. An emotional connection is generally created between the brand and the customer. Consider Levi’s brand. The brand is associating itself with being casual. A cool person would connect immediately to Levi’s because of the casual trait associated with the brand. Thus Brand Personality helps in building an emotional bond with the customers.
Every person has a unique identity. The way they behave or the way one communicates differs from person to person. That is how we like or dislike a person based on their personality traits and the ways they expresses themself. Brand Personality creates this unique identity. It helps in differentiation and clear association.
If you were to decide how you look, would you not choose the best? Well, yet we find two brands having quite different personalities. One preferring the sporty look, while the other, despite having a choice, preferring a rugged one! Adidas associates itself as being sporty while Timberland goes for the rugged. Though both the brands are in shoe making, the personalities attached to them and the way these personalities are portrayed. There is a nothing right or wrong in defining and identifying Brand Personality.
Ultimately, of course, everything comes down to — what kind of customers you want to serve? Customers who reflect the personality of your brand will be drawn to it and others — well, let them be drawn to what they can associate with.
Do you need a Brand Strategy? A Brand Strategy addresses more than a logo to drive business results, A brand doesn’t exist on paper, on a package, or on a screen. It’s what happens in the minds and emotions of real people. It’s a feeling. A shared moment. A promise. A conversation. A Brand Strategy is a research-based exercise that uncovers the relatable, human elements in the otherwise rational interactions you have with customers. It helps you develop brand personality. Companies with fully developed brands are more profitable. Here is what a Brand Strategy will do for your business:
- Differentiate and dominate – Well branded companies are category leaders.
- Increase your market cap – Strong brands are a balance-sheet asset.
- Attract high value customers – Branded purchases have higher price tags.
- Improve HR function – Branded employees create culture and churn less.
- Increase loyalty – Branded purchases yield more repeats and referrals.
- Increase advocacy – People love brands that improve their social currency.
- Lower marketing costs – Compelling brands require less media.
If you want to learn more about brand strategy, click here.