your brand-personality
To say that the marketplace is overcrowded would be an understatement. That’s why what you sell no longer matters, it’s all about how you sell it. This is where brand personalities come into play. This goes way further than logos and taglines. It’s basically understanding who your brand would be if it were to be an actual human being. And just like human beings, brands should have a personality that can help influence how your brand will be seen by others.
The Essence of Brand Personality
A brand’s personality is exactly the same as a human one, it’s how they communicate, their overall vibe, and the things they care about. It’s what sets them apart and what can make them relatable to customers. Think of a brand you love - the reason you love this brand probably goes beyond their good products. Maybe it’s because they are very bold and adventurous (think Redbull), or friendly and approachable (think Ben&Jerry’s). This personality is the foundation upon which brand messaging, visuals, marketing campaigns, and customer interactions are built. Having a clear brand personality has a lot of benefits and it’s even worth investing in. This is why Redbull invests a lot of money in extreme sports, and Ben&Jerry’s in social and environmental causes.
The Many Faces of Brand Personalities (archetypes)
Brand personalities can take on various archetypes, each appealing to different consumer preferences. Here are a few common brand personalities:
Just like humans, brand personalities can have lots of different characteristics. We call those brand archetypes. Each can appeal to different customer preferences. Here are the most common brand personalities:
The Explorer: Brands with an explorer personality are adventurous, daring, and always seeking new horizons. They encourage consumers to step out of their comfort zones and embrace new experiences. Think of brands like Red Bull or GoPro.
The Caregiver: Caregiver brands are nurturing, empathetic, and dedicated to making people's lives better. They focus on providing comfort, support, and reliability. Examples include Johnson & Johnson and Campbell's Soup.
The Rebel: Rebel brands are all about challenging the status quo and defying conventions. They appeal to consumers who want to break free from the ordinary. Think of Harley-Davidson or Apple during its early years.
The Creator: These brands are imaginative, innovative, and often seen as trendsetters. They encourage creativity and self-expression. Apple today is a prime example of a creator brand.
The Sage: Sage brands are knowledgeable, wise, and committed to educating and enlightening their audience. They establish themselves as authorities in their field. Consider brands like Harvard or National Geographic.
The Impact of Brand Personalities
So, this may sound somewhat interesting but it’s not answering the burning question ‘‘Why does it matter?’’. The answer is in the power of connection. When a brand has a personality that aligns with the personal values, dreams, and lifestyle of its target audience, it forms a genuine connection. Even when these values aren’t covering all the bases. People don’t buy products, they buy stories and they buy into the identity and values associated with the brand.
Build a Brand Personality 101
Crafting a brand personality takes some time, a strategic approach, and a cup of coffee. It begins with understanding your target audience. What motivates them? What do they value? How do they currently perceive your brand? This info is important data that is hard to find. Read more about collecting quality data in this blog
Define Your Brand Values: Identify the core values your brand represents. Are you about innovation, sustainability, or community?
Know Your Audience: Understand your target audience's demographics, psychographics, and preferences. What kind of personality would they connect with?
Consistency is Key: Ensure that your brand personality is consistently reflected in all aspects of your branding, from messaging and visuals to customer service.
Evolve with the Times: Just as people's personalities evolve, so can your brand's. Be open to adapting to changing consumer preferences and cultural shifts.
So…
Brand personalities are very important; they are the core of your brand’s identity. They make sure your brand can connect with your customers on a deeper level, which can lead to more trust, more loyalty, and more advocacy. So, the next time you think about your brand, think of what personality it has and how that can create lasting connections in a world full of competition.
