5 Companies Who Nailed Their Brand Personality
Personality is everything. When someone has a great personality, we are naturally drawn to them. It’s a trait that makes us want to spend time with another person, and what makes them memorable for the right reasons. When it comes to your brand, personality works in the same way.
Just like people, a brand without any personality is boring, and won’t appeal to many. However, if you can create a brand personality that positively resonates with your customers, then your brand is going to have that edge over your competitors.
Although many different brands provide the same service or sell the same or similar items, you always just relate to one better, right? In fact, your preferred brand might even be more expensive, and deep down, you know that the cheaper version is just as good. But during your experience with this brand, you’ve developed a great relationship with them, and this loyalty means you won’t be swayed by factors such as price. So, perhaps without even realising it, you have been charmed by this brand’s personality and, as a result, they’ve gained a loyal customer for life.
What Is Your Brand Personality?
Your brand personality is essentially the human characteristics associated with your brand. A great starting point in trying to establish this is to imagine that your brand was a human, and ask yourself some of the following questions:
- How would others perceive them? Are they bubbly, friendly, dependable, reliable, responsible, cheerful, youthful, edgy, fun, engaging… the list could go on.
- How would they dress?
- What age group would they be?
- What is their social class?
- How does your brand act around others? Are they quite serious and professional, or do they see themselves as a bit of a joker? Would they shake your hand or go straight in for a hug?
Types of Brand Personalities
The brand personality framework is an industry-standard. Coined by social psychologist, Jennifer Aaker, it groups brand personalities into five broad categories:
Each dimension has its own personality traits and strengths. Ideally, your brand personality should fall under one of the categories, with around 3–5 adjectives that you would want your customers to use when describing each brand.
Let’s take a look at the characteristics behind each category in a little more depth…
Brands who associate themselves with this personality are loved by their customers because they are straightforward and trustworthy. This brand is all about providing a transparent experience and using real-life experiences, along with the facts, to promote their company and what it offers. Some of the traits associated here are honest, genuine, wholesome, warm, real, cheerful, and friendly.
These are brands who provide their customers with an experience they’ll never forget. They want to encourage their customers to come on a journey with them that will lead them to discover something new and are often good at creating a lot of hype around a product or service. Some of the traits associated with the excitement personality are daring, imaginative, up-to-date, trendy, spirited and playful.
These are brands that customers choose when they want a job done well and to a high standard. They want to be seen as industry leaders and showcase their commitment to quality. Some of the traits associated with this personality are reliable, intelligent, successful, innovative, experienced, and hard-working.
Brands with this personality combine luxury and superiority. They connote the lifestyle their customer wishes to have and would be the number one choice for many if they could afford it. The traits associated with this personality include classy, elegant, upper class, timeless, and glamorous.
These brands are all about emphasising the power and strength of their customers, whilst focussing on an outdoorsy, nature-centred element too. The traits associated with this personality include being thick-skinned, tough, masculine, rough and outdoorsy.
5 Companies With a Great Brand Personality
Once you have established your brand personality, you need to make sure that every element of your marketing strategy communicates your chosen traits. This includes everything from your tone of voice and visual design, to your customer service, the content you write and any interactions or communications you have with your current and future customers. Your brand personality must be continuously reinforced by everything you do, say, and stand for.
So, which brands are doing it right?
Learn how to build a brand that captures the attention of your audience and gives you life-long customers with our FREE guide: A Marketer’s Guide to Building a Brand in 2020. 💌 Please don’t hesitate to get in touch with me directly via email@example.com with any of your questions or comments you may have!
Originally published at https://blog.hurree.co on August 6, 2020.