What is Brand Personality?
Brand Personality is a set of human characteristics associated with a brand, product or service. For example, we think CNN as a trustworthy and knowledgeable brand, likewise, Marlboro brings out the image of masculinity, freedom and adventurous. Having a brand personality will make your brand stand out and different from your competitors, and planned right, could be the source of connection between brand and consumers. However, it is not always easy to create a strong and clear brand personality. We would like to share a few tips that you need to observe when it comes to designing your brand personality.
Brand Personality needs to be different!
What is the point of having a personality that has been overused by your competitors? By being original and authentic, you stand a much greater chance to be noticed by your consumers. Take Southwest Airlines for example. When every budget airlines shout “I’m affordable!”, “No frill!” and the like, SA went further, finding a niche personality that create a uniqueness by adding “FUN”, now if you do not want to pay through your nose for your airline ticket, but also do not want to get bored stiff, you will fly Southwest.
Brand Personality needs to be credible!
Just like human being, brand personality needs to be crafted in an authentic way based on your capabilities and competencies. Otherwise, consumers will find the discrepancies and start to doubt your brand. A neighboring country immigration office includes “Friendliness” as their personality, but unfortunately, nobody could, after 8 hours shift day in and out, smile at everyone they face. It would be more credible if they adopt “courteous” and “efficient” as their personality.
Brand Personality needs to be relevant!
It might be a no-brainer, but sometimes, because of the creative process, strategists often forget that whatever they create, should relate back to the targeted customers! If you are in a B2B business, most likely you would not adopt a “fun, carefree” personality because this is not what your target market wanted. Likewise, if you are a luxury goods retailer, you do not want to show “funky” as your brand personality. Pick the best personality that connects to your brand and audiences!
Brand Personality needs to be consistent!
We are always the biggest advocate of consistency. Without consistency, your message will simply be diluted overtime, and again, your customers will start to doubt you. To do this, you as the strategist of the brand, need to formulate the personality clearly, and translate this personality to your touchpoints, thus creating the coveted consistency.
Creating a brand personality (or creating a strong, world-class brand in that matter) is not an easy task. It is a journey that never ends and sometimes you will find obstacles in the way. Contact Jerome now or check out our brand training workshop, so that we can help you to alleviate your problem and create real impact that drives your bottom line!