In a saturated market where there is an explosion of brands, both online and in-store, it is important to both stand out from competitors, as well as remain loyal to what your brand is all about. Customers feel more connected to brands they can relate to, rather than brands who try to mimic what others are doing.
As with branding, this is such a critical element to get right as it can make or break your business, now and in the future. More and more organisations are investing time, effort and budget into learning the ins and outs of their brand personality, whether they are a start-up or more established. It’s never too late to address this part of your branding, which is why more and more seminars and courses are available.
What is a brand personality?
According to Investopedia, “brand personality is a set of human characteristics that are attributed to a brand name. A brand personality is something to which the consumer can relate; an effective brand increases its brand equity by having a consistent set of traits that a specific consumer segment enjoys.” It helps to create an emotional association that positively resonates with your target audience.
In order to be successful, a brand should develop a personality that is similar to their ideal customer, because if there is such disparage between the brand, how it communicates and what it stands for, and its prospective audience, there’s less chance of converting them to real customers. Whereas, if the brand speaks directly to its prospects and it’s clear it can help achieve what they’re after, then there’s a much greater chance of conversion and retention.
Different Brand Personalities
A company’s brand personality elicits an emotional response in a specific customer segment, with the intention of inciting positive actions that will benefit the business. In today’s innovative market, brand personalities are even more important, especially in the digital age where automation and artificial intelligence (AI) technology are growing. Below are some examples of different brand personalities:
– Excitement: Carefree, spirited, and youthful
– Sincerity: Kindness, thoughtfulness, and an orientation toward family values
– Ruggedness: Rough, tough, outdoorsy, and athletic
– Competence: Successful, accomplished, and influential, which is highlighted by leadership
– Sophistication: Elegant, prestigious, and sometimes even pretentious
It’s also important to have strategies to strengthen your brand personality as and when it’s needed:
- Think “If my brand was a person”
People relate strongly to brands which speak to them and they resonate with, similarly to the way we relate to people. Have a clear grasp of the personality which suits your business best; think of your brand as a human, is it formal or fun? Is it innovative or traditional? Whichever adjectives you decide to use, must be carried out in every instance of the brand.
- Be consistent
Once you’ve established the brand personality you want to have, it is now crucial to ensure consistency in maintaining this character and tone of voice throughout your business, at all customer touch-points, in your communications, the way your staff interact, the way you market your product, your social media presence. This will ensure your brand is more memorable and recognisable, and will remain top of mind when a prospect is looking for this particular product or service.
Defining an authentic brand personality
It’s really important to note that a distinct brand personality can make your brand appear to stand apart from your competition. You can make your brand appeal to youth, for example, by inferring personality traits like carefree or spirited. Whereas, 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 and this is where a business needs to decide what and who they are all about. Getting this right will allow the brand to resonate with the appropriate consumers, which will result in increased brand equity, plus will define the brand’s attitude and status in the marketplace.
The personality of the brand is, after all, how you want your brand to behave. With this in mind, 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 and tone of voice.
An inference is when a conclusion is reached on the basis of evidence and reasoning. This is why creating a brand personality which is strong as well as consistent is so important. If there is any inconsistencies or mixed signals and messaging from a brand, customers shift to forming inferences about how they view and relate to a particular brand. They use what they have “know” or observed to infer what they don’t know or are confused about.
It’s therefore important to ensure that a holistic approach is taken when it comes to your business, its branding, its tone of voice, its route to market and how it wants to be seen in correlation to the plethora of other products and solutions which are similar. Businesses should not leave any guess work or doubts for their prospective and current customers, as this opens an opportunity for them to infer incorrectly, or not how your business intends to be.
It’s therefore very opportune for businesses to take the time to really delve into their brand’s personality. This will, ultimately, help bolster their business model and how they are perceived in the market amongst their competitors.
At LCT, we offer a “Creating Brand Personality” Seminar, which is hugely successful and popular. This seminar explores some of the most important concepts about attracting consumers by applying consumer psychology to brands: brand personality, brand inferences, and multi-sensory brand experiences. Click here to find out more details.