BRAND PERSONALITY: An Important Element of Marketing
If you agree that values are the common thread of behavior, your brand personality reflects your corporate values.
When people justify their purchases rationally, they are buying emotionally. They believe when they feel understood. Understanding and… are the foundation of trust, and trust leads to sales.
Here’s a quick exercise: Would you instead go to Second Cup or Tim Hortons? Aside from coffee, the answer to this question lies in the difference in brand personality, the overall experience that comes with it, and the connection you make between your character and expertise.
Bottom Line: The time it takes to define your brand personality will be more than rewarded when you start creating your communications plan. This will allow your customers and prospects to see a little of themselves in your brand.
What is brand personality?
Brand personality is the set of characteristics of the brand in question, as perceived by its customers. It’s the personality of a brand that shapes how the public perceives it, based on its acts, what it says, and how it looks.
Thus, when we talk about the “personality” of a brand, we are referring to its reputation or to the behavior of the company in question (which is also sometimes called the “feeling”). In short, it’s about how the brand presents itself to its potential customers, but also its existing customers.
Emilio + Camila’s logo is based on the image of a fox drawn like a comic book. This image alone says a lot about the brand’s personality.
In the same way that Dairy Queen appears to be an excellent “person” and Uber seems to be a relatively unsophisticated “person” (note: these impressions are highly subjective), so is your personality. The brand will either attract or repel consumers. By being proactive and intentional, we can use it to attract a specific demographic segment or even conquer a new market. The key is to match your brand’s personality to the preferences of the element you are targeting.
But it is not enough to have defined the personality of your brand to be successful… Your brand personality must be visible in your branding efforts, whether your logo, website, or tone you use to communicate with your customers. For your brand to be perceived as “serious” or “warm,” all of your branding elements must reflect your brand personality.
What constitutes a good brand personality?
While all companies have very different approaches, strategies, and even personalities, they all prioritize consistency in their branding. Your brand personality should include these five elements:
Authenticity: Your brand’s personality should always reflect your business goals and the culture of your company. A law firm made up of older lawyers with traditional methods will not create a brand with a young and rebellious personality… Consumers (and young consumers in particular ) immediately sense if a company is sincere or seeking only to take advantage of a trend.
Memorability: this point is essential for new brands, as it is essential to stand out to be remembered. A funny visual or play on words can turn an unfamiliar startup into a major brand that leads its market.
Value: The added value you bring to your customers is the real “substance” of your business. Whether it’s a product that can’t be found anywhere else, of exceptional quality, or at an unbeatable price, your brand’s personality must complement your business model.
Reliability: All NYC pizzerias claim to be the best, but there’s only one that tells the truth! Like people in real life, consumers will stop believing you if your brand is lying about who they are.
Credibility: Consumers expect the brands they do business with to be experts in their field. Create a brand that trusts itself to attract customer