Study about some brand personality examples
What do you think about the word “personality”? What exactly is it?
The mix of characteristics or qualities that form an individual’s unique character is known as personality.
Personality is everything. Your personality defines you. When someone has a great personality, we are naturally attracted to them. It is a characteristic trait that makes us spend more time with them. It shows/enhances your confidence.
When it comes to a brand, personality works the same way. A brand without a personality is not attractive. It should always be attractive.
So, if you want to connect with your customers, brand personality is the way!
The word brand personality refers to human characteristics that are assigned to a brand name. A great starting point is trying to imagine your brand as a human.
An effective brand personality boosts the company’s market value from the consumer’s perception of the brand name. Personality is an additional value that a brand gains in addition to its functional benefits. Your brand personality should be able to connect with people emotionally.
Brand personality refers to human characteristics which are associated with a brand. They are referred to as human-like adjectives, i.e., cheerful, honest, friendly, responsible, or trustworthy. Your brand personality is something that can make your image and make you stand out of the box. It can make you stand above your competitors.
Although some brands provide the same service or sell similar items, your brand personality can catch the customers’ eyes.
Carl Jung’s Theory of Brand Personality
Carl Jug was a Swiss psychiatrist whose research was deep-rooted in psychoanalysis (a system of the theory that deals with mental disorders by investigating the interlinkage between the conscious and subconscious elements in the mind and by bringing fears in the form of a dream).
In this theory of personality, Carl Jung identifies two different types of attitude: Introverts and Extroverts. According to Jung, introverts are the ones who receive their stimulation from within, and extroverts receive stimulation from the environment.
Introverts and extroverts are separated into four subtypes. Introverts are reserved, and extroverts are sociable. Both the personalities can be of these subtypes.
These four subtypes are based on how their mind perceives the world and they are as follows – Thinking, Feeling, Sensation, Intuition.
Jung’s theory states that each person’s psyche (whole mind) comprises of three elements- Ego, Personal unconscious, Collective unconscious.
And based on that, Jung’s theory of personality types are- Social vs. Shy, Sensation vs. Intuition, Thinking vs. Feeling, Judging vs. perceiving.
Importance of Brand Personality
Your business will be recognized only if your brand has a distinctive personality. Your target audience will be able to connect with your brand physically and emotionally. It is a way of communicating the benefits that are associated with your product.
Brand personality can be used to distinguish your products from competitors. You may be selling the same products as others, but you have a distinct personality.
You are not just a generic, anonymous company. This is where your brand personality will help you. Brand personality can be used to create loyal customers by encouraging them to buy your products.
You can bring your brand in a positive light because of brand awareness. Brand personality comprises two elements, what your company wants your customers to think/feel about your brand and what your customers think/feel.
You must communicate the desired personality through the price of your product, its quality, use to the public, or packaging. Brand personality is communicated using marketing mix elements, i.e., price, product, promotion, and place.
Along with this, your companies website also makes a brand image. It is a perfect platform to convey your brand’s personality to your audience. The images and content together communicate the brands’ personality. Put yourself in the shoes of the customer and think about how they will react.
Brand personality is very important to improve the loyalty of customers. Brand personality is your brand’s voice. It is a passing on of information about your brand. It tells us how you would treat the customers.
Some famous brands in the start treat their customers like an utmost priority and are down to earth, but as time passes, their brand personality turns to a negative side.
If you want great brand loyalty, you should have a charming personality and an emotional connection. Brand personality develops this connection. The customer holds some associations and beliefs about your brand, which will be your future, which will determine where your brand will stand in the future.
Companies need to define their brand personalities to sound appropriate to consumers properly. This is because a brand personality is also the key factor of any successful marketing activity/action to achieve a goal.
The brand personality framework has a lot to do with the brand. Make sure the structure of your brand personality is fitting and appropriate.
Define Your Brand Personality
Firstly, figure out where your brand fits. Ask yourself: Who would your customers like to spend time with?
From here, start imagining your brand as a human. How does it look? What impression should it give? What will it represent? These characteristics will make your brand relatable to the customers as its human-like traits will give a visual identity to the customers about your brand.
Answering these questions will also help you choose the types of branding you want to do later on.
There can be some human traits that are already interested in your brand. Let them come out through the memes on all social media platforms or the promotional campaigns or marketing strategies you use.
However, your brand’s pre-existing traits should contribute to the same human personality as an emotional message rather than contradict one another. And remember, brand personalities are only effective if they are loud, clear, and deeply connected with the audience.
Know your target audience very much before, their needs and wants, and how they communicate. With all of this in mind, it’s time to create the audience’s personality completely.
Follow a Few of These Steps for Developing Your Brand Personality
- Consider competitors and competition:
You need to stand out from the competition. Choose a different path. If you choose a unique path, it is a good way to uniquely position yourself in the market and differentiate your brands from others.
2. Get your adjectives on paper:
Describe your brand in one word. Do it repeatedly. Fill the page with the characteristics or adjectives that paint a picture of your brand.
3. Get a picture of the character:
Draw a picture considering the adjectives you have said before.
4. Speak to your brand:
Once you’ve discovered which traits define your brand, the best way to determine your voice is to speak with it! As a customer, how will you describe your brand? Is it: Amusing, Undoubtful, Descriptive, Serious, Simple, Innovative, Relatable. Ask questions to yourself!
Put yourself in the shoes of your customers, act accordingly. Your brand’s voice is one of the ways through which you will be passing on the message of your brand to the audience, so take the time to get it right!
5. Be consistent
As soon as you have a clear understanding of your brand personality, stick to it. The behavior of your brand should be able to match your brand personality. You should be consistent with what you are providing to the community.
Consistency is your answer for brand loyalty.
Five Broad Categories of Brand Personality
Competence: Reliable, successful, intelligent, accomplished, and influential defines competence. Customers are attracted to a brand because they believe that they will get the job done.
Ruggedness: Thick-skinned, strong, resistant, tough. These brands make customers feel that they have all the strength.
Sophistication: Elegant, prestigious, charming, refined, high class. It might take years for a brand name to develop a certain level of sophistication, but brands as such offer the customers a poised, and elegant vibe.
Excitement: Enthusiasm, exciting, daring, intriguing, imaginative, up-to-date. These brands create a lot of hype, enthusiasm and build excitement among their customers/audience, like Mountain Dew or Virgin Atlantic.
Sincerity: Wholesome, genuine, honest, trustworthy. Customers are fond of such brands because they believe that they are trustworthy, honest, and dependable. These brands keep up to what they say and meet the expectations of the audience.
Brand Personality Framework- 3 Frameworks
Framework #1: Aaker’s Brand Personality Dimension Framework
The Aaker’s model groups brand personalities into five categories: Sincerity, Excitement, Competence, Sophistication, Ruggedness.
You pick some adjectives (personality traits) you want to “own” when somebody thinks about your brand. This type of framework allows you to stay one step ahead of your competitors.
Framework #2: Brand Archetypes Framework
Another way to personify your brand is to choose an archetype (taking a specific example of someone). This is a model based on a theory that people use symbolism to understand concepts.
This framework is given by Carl Jung. Jung identified 12 different types of brand archetypes that represent certain values and characteristics.
These 12 archetypes are further subdivided into 4 major categories as follows:
The Social Types: The Ones Who Want to Connect with Others.
- The everyman: whose goal is to fit in, and who seeks connections.
- The lover: whose goal is friendship and commitment. They inspire love and passion.
- The jester: whose goal is to enjoy life and bring joy to the world.
The Order Types: The Ones Who Want to Give the World a Structure
The creator: whose goal is to be innovative, and build things of great value.
The ruler: whose goal is to control, to be the leader.
The caregiver: whose goal is to serve others, protect others.
The Ego Types: The Ones Who Want to Change the World.
The magician: whose goal is to make miracles happen, and are the ones with a visionary.
The hero: whose goal is to master something to make the world a better place.
The rebel: whose goal is to set free, and break all rules.
The Freedom Types: The Ones Who Want to Find Paradise.
The innocent: whose goal is to exhibit happiness and safety.
The explorer: whose goal is to have new experiences and adventures.
The sage: whose goal is to understand what the world wants.
Framework #3: Combo of Personality Dimensions & Archetypes Frameworks
The personality traits and dimensions they chose were based on personal feelings and tastes, so if you want to use a typical example and combine it with some brand anchors, you can create your framework to follow.
Just use your best judgment when choosing the traits that fit your typical example.
Real-World Brand Personality Examples:
Let us now check real-world examples of brand personalities, and know each brand from a different perspective.
You are familiar with the brand Dove right? This brand chooses sincerity as its brand personality. By doing so, Dove aspires to grab the attention of feminine customers.
Similarly, luxury brands aim for sophistication by focusing on an upper-class, glamorous, and trendy lifestyle, attracting a high-spending consumer base.
Examples of companies that nailed their brand personality.
1. Brand Personality Examples: Coca-Cola
This is a soft-drink brand that is a perfect combination of loyalty and excitement. And with its cheerful social media campaigns and advertisements, such as the “Share a Coke” campaign, it turns out to be like a fun-loving person. Coca-Cola is often seen associating with youngsters and celebrity endorsements.
It has given us countless advertisements and innovative ideas. Coca-cola believes in creating a brand personality that shows sincerity through cheerful advertising and excitement, promising new, refreshing flavors.
Coca-cola has made a place in our hearts and has gone all in to stand out.
2. Brand Personality Examples: Red Bull
The Red Bull brand personality always came as exciting. The red bull always had great leadership and something efficient to offer. At the same time, Red Bull has conveyed a lot with their participation in outdoor events and extreme sports to their charging bull logo.
Everything surrounding the Red Bull brand personality seems very energetic and full of enthusiasm, and so the excitement will always be there.
Red bull has two different types of customers: professional athletes who need to exceed difficult challenges, and the other is a fun-loving person. This is a very inspirational brand.
3. Brand Personality Examples: Apple
Apple products are efficient, successful, and beautiful. You either love them, hate them, or are a devoted fan. That’s how Apple has its impact on customers. The company made an ideal position for itself in the customers’ minds by showing its customers that technology can be simple and innovative at the same time.
Apple is one of the few that have made its personality stand out as something modern and unique. That is why everyone has apple products today. Apple has always introduced excitement in its brand personality. Apple is a very urban brand.
4. Brand Personality Examples: Tiffany & Co
Tiffany’s personality is very knowledgeable and experienced when it comes to fashion. It is considered to be one of the most prestigious jewelry brands. The person carrying a tiffany bag will be called rich.
The most prestigious, high-end jewelry brand that created a sophisticated and timeless persona. Women are so excited to get those little blue boxes from here.
It is one of the most prestigious and sophisticated jewelry brands, and it has always sparked great brand loyalty. It is one of those sophisticated brands that provide a sense of prestige and luxury.
5. Brand Personality Examples: Nike
Nike’s brand personality is another one that’s been difficult to ignore over the years. Nike is one of those spirited brands that has always been a leader in the athletic world and shoe world for decades.
Nike has been endorsing the very best athletes and famous personalities from all over the world. Their big personality has welcomed great loyalty and success over the years. One of the things that makes the Nike brand personality so unique is that the company can appeal to almost anyone.
Regardless of your sport, athletes from every background are known to go to Nike when they want the best sportswear. Nike is one of the most spirited brands.
6. Brand Personality Examples: Harley Davidson
Harley Davidson has a rugged personality that suggests its product is powerful. The various promotional campaigns organized by the company knew how to grab the attention of the targeted audience.
The products represent power, strength, style, and toughness. The logo of Harley Davidson and the use of bright colors helped Harley Davidson build its brand personality.
Harley Davidson had something unique to offer its customers.
So, these were some of the top brand personality examples that you can take inspiration from to build your company and your brand.
The Lessons that We Learn from Our Examples of Brand Personality
A brand’s personality is magic that brings your brand to life and in the public eye. It helps to communicate what makes your company stand out from the rest in a way that your customers can relate and connect to. At the same time, it should be family-oriented. Certain things apply to a brand personality in a similar way it does to a human personality.
Your personality dictates whether you will make a place in the hearts and minds of the audience or leave them completely unattended, as many famous brands do. A new company will need to be very careful about the personality they portray. In contrast, existing brands will need to make certain their personality fits their desired audience.
The brand personality framework is also important, which will help you develop your brand identity. You should have a hyper-energetic brand personality. Define your brand personality in such a way that even the recent marketing efforts focus on your personality traits and brand story.
If you’re struggling to figure personality, look at the brand personality traits of others, and even if that’s not working, take some professional branding ideas. After all, a great brand starts with a great personality.
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