What is brand personality?
Brand personality refers to the set of human characteristics, qualities, and traits attributed to a brand – much like a human personality. Just like individuals, brands can have distinct personalities that help establish a connection and create emotional resonance with their target audience. If the buyer and the brand’s personalities are compatible, a beautiful relationship could be on the horizon!
Marketing researcher Jennifer L. Aaker outlined five distinct dimensions of brand personality:
These traits form the building blocks of your brand personality. For example, if you were launching a new line of eco-friendly nappies, your brand personality would be focused on sincerity and competence, rather than ruggedness or sophistication.
Building your brand’s personality
Brand personality is developed through various marketing strategies, including branding, advertising, packaging, and overall brand communication. These strategies aim to shape the brand’s image in the eyes of consumers and differentiate it from competitors. The personality traits assigned to a brand can be based on its values, mission, target market, and desired positioning in the marketplace.
Every action your brand takes is a vote for the personality you want it to have!
Let your audience guide your brand personality. After all, they’re already everything that your brand should be. By researching and understanding your audience’s beliefs, expectations, behaviours and priorities, you can build up a detailed buyer persona and tap into who your buyer is – or who they want to be.
Consistency is crucial. If your brand’s personality varies between your company website and its social media channels, or your packaging doesn’t line up with your digital advertising, it becomes challenging for consumers to understand and identify your brand, as well as its core values and beliefs.
As your company develops and grows, and new people come on board, sometimes your brand personality can get lost. To make sure the whole company are singing from the same hymn sheet, ensure that your brand personality is clearly outlined in your comprehensive branding document. Not sure where to begin? We can help with that!
That doesn’t mean that your brand personality is set in stone. Quite the opposite. Moving forwards, you may find that your audience and their priorities change. You’ll need to adapt to their new expectations to keep them onside.
If you ignore your brand’s personality, it’ll develop organically. But chances are that it’ll be a bit wishy-washy, as it takes work to establish a strong and positive brand image.
Brand personality can separate you from the competition
Building up a new brand can be a daunting task, especially if you are the new kid on the block and facing stiff competition from well-established companies. This is where brand personality can really make a difference. Your potential new customers are on the lookout for a brand that shares their values, and you could be just what they’re looking for.
When they find a branding soulmate, consumers can connect with the brand on an emotional level and build long-term relationships based on shared values and aspirations.