The brand is an abstract term. Not only are logos, packaging product designs or simple physical identifiers, brands also convey values and represent specific personalities to the public.
Indeed, like each of us, every major brand has its own characteristics and personality. These traits help businesses connect and build strong relationships with their target customers and loyal customers.
If you can express your brand as a person, what are the characteristics of that brand? Does it have its own values, goals and beliefs?
When building up the essential qualities of a brand, attaching it to the distinctive characteristics of a person (in particular, the characteristics of the target audience) will result in the the message you want to convey to your customers.
Attaching yourself to something familiar, with your own brand personality and identity, is always easier than connecting with an unfamiliar and emotionless entity.
You can also take advantage of your brand personality as a fulcrum to develop content marketing, making it more creative and disruptive. The following article will help you visualize what to do to build and develop a brand personality.
Identify your brand personality
There have been many research papers exploring how to identify a brand’s personality under many angles. Among those studies, you can refer to the document “Dimensions of Brand Personality“, by Jennifer L. Aaker, from Stanford University.
Although it has been published since 1997, the value that comes from the book, the personality of each corporate entity and examples from major brands, is still useful today.
Many businesses really have difficulty in defining the value and personality of their brands. Understanding the five key aspects below will help you gain a more specific picture of your brand personality.
You can see more How Brands Use Video to Boost Awareness to know more how to identify your brand from competior
Personality 1: Prestige
Rolex is a prime example of a brand personality with this trait. The world-renowned Rolex is the best watch manufacturer in the world.
Personality 2: Sincerity
Amazon is one of the most trusted brands in the world. This is most clearly shown in the shipping, return and return policies of the company. CEO Jeff Bezos has always focused on the customer aspect of the services Amazon provides.
He argues that Amazon needs to promote interaction with its customers, and make that relationship the foundation of all business operations. This philosophy of Bezos is met with the resistance of commodity supply partners, which put the aspect of profit optimization first.
But it is this philosophy that has built up the credibility and sincerity that Amazon shows to the public. While Amazon continued to rise to new heights because of the business philosophy it still pursues, its competitors fell apart.
Bezos also proved himself a daring man, not afraid of failure, and that also made him and his brand become more “human”, closer.
Personality 3: Subtle
Even when Apple is a technology business, it still hides a sophistication in personality and quality. Since Steve Jobs returned to run the business in the late 1990s, the business has placed the sophistication of its product design at the heart of its brand development.
That has contributed greatly in building the Apple brand image. Referring to “defective apple”, people remember the products with modern and elegant design from product packaging, to its marketing publications.
Personality 4: Excitement
Virgin is a prime example of a brand with an energy-filled, excitement.
Like the personality of its founder, Richard Branson, the brand has distinctively differentiated from its competitors, from the impermanent brand name, the brightly colored identities, the marketing campaigns. avant-garde, and the media promotion is like no other.
Personality 5: Forever
Carhartt is a business specializing in providing protective gear for both men and women workers in the United States since 1889. The products made by manufacturers, from boots, jackets, and protective pants are famous for their toughness. , resistant to temperatures from extremely low to extremely high, and withstand the impact of fire, water and high pressure.
Therefore, Carhartt has built up its reputation and image as a long-standing brand, has a polite story within it, and is trusted by many generations of American workers.
Do you realize your brand has any of these five qualities? If you still have trouble, you and your team should have paper and pen, write down all the personalities you can, to accurately express the qualities that represent your brand image.
Choose the right personality for the brand
After brainstorming with your group members, group related adjectives on a blank A4 page.
Discuss with your team members about each group of words you just arranged, and choose 5 adjectives that accurately describe the value and culture of your business.
Very well, you’ve just finished choosing the personality traits for your brand. But that’s just your personal point of view, what about the market and the customer? You should research the market (using tools like SurveyMonkey or Google Form) to see what they think of you. You will probably be surprised at the results you get.
If the results that the market responds to is not what you envisioned, it’s time to change and update ahead of new market requirements and tastes.
Conclusion
Hope the above information can be of great help in building and building your brand personality
You can see more : 5 key strategies to increase your customer retention
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