HOW WOULD YOU DESCRIBE YOUR BRAND, IF IT WAS A PERSON? – THE ART OF BRAND PERSONIFICATION

In the previous issue of the Strategyscope newsletter, we went into a deeper analysis of how consumers’ online behaviour and buying habits have significantly changed since the global pandemic. Furthermore, these days there are several other factors such as inflation, supply chain issues or the availability of alternative solutions/services that make these characteristics even more diversified. That's why brands cannot stop studying these changing trends and analysing them in order to attract potential prospects and retain them in the longer run.

?The hard truth is that none of the brands is “untouchable”, not even such iconic ones like Coca-Cola! If they breach the trust of their fans, that can be literally fatal. So, all brands must keep up the pace and be conscious about listening to their customers/clients carefully. Moreover, to work continuously on understanding their changing buying patterns and behaviours, needs, and expectations.

?Especially if we take into account how quickly bad news spreads and reaches consumers across countries and continents in just a few minutes. Social media and the communities built around brands on different platforms are so powerful, and when brands make huge mistakes, the "judges" immediately judge.

?? HUMANIZED BRANDS WIN AGAINST THE DICTATORIAL CORPORATE ATTITUDE!

“Today’s customers don't want to interact or buy or even work with brands that act like superior corporate entities and dictate strict terms, but with brands that are humanized!” (Strategyscope)

We cannot stress enough how important it is to humanize your brand in all verticals whether it is about a product or a service. That’s why you as the brand owner not only have to care about your Brand Image and Brand Identity but be very conscious about defining the personality of your brand too. Remember, the more it resonates with or it’s similar to the personality of your ideal customers/clients, the more likely they will buy from you.

There might be several reasons why you cannot attract your target audiences, or why your most ideal customers are not willing to connect with you. One of them can be that your Brand Personality traits don’t fit or resonate with your ideal target audiences.

“Customers and Clients choose brands based on such criteria that are in alignment with their personality, their habits, morals and ethical values, their beliefs and their emotions. They want to belong to such brands and related communities that they can associate themselves with based on these characteristics and traits.” (Strategyscope)

?? BENEFITS OF CREATING YOUR BRAND PERSONALITY

Brand Personality is a set of human characteristics that are attributed to a brand name and it doesn’t equal Brand Image. When you create the personality of your brand, think about how your audience perceives it based on the set of characteristics such as voice, style, humour, hobbies, sincerity or empathy.

?Your Brand Personality can help your business:

?? to differentiate your brand,

?? to increase Brand Equity,

?? to generate brand awareness,

?? to create an emotional bond with your ideal customers and clients,

?? to enhance trust and brand loyalty.

(You can read more details about the definition of Branding – Brand Image – Brand Identity in this article: “Understanding The Branding Strategy Puzzle In 2022” .)

?? THE ART OF THE PERSONIFICATION OF YOUR BRAND

?So, yes, brands have personalities too and Brand Personality means the personification of your brand. If you want to build up your brand’s personality you must think of it as a human being and find out what kind of personality traits you want to add to it: FEELINGS, EMOTIONS and QUALITY. In other words, by describing your brand personality you “make it alive”.

Before you start to build up your brand’s personality think of all the possible qualities you have and research the attributes of your brand, the values and the target base.

“Brand Personality is about the recognition of SIMILARITY and FAMILIARITY. If the characteristics of your brand make people realize that "I'm just like that", then you've won them over!” (Strategyscope)

The most popular way of building a brand personality is by using the “5-Dimensional Model” defined by the social psychologist, Jennifer Aaker.

?? SINCERITY – honest, wholesome, cheerful, down-to-earth, warm. Brands with these qualities make their customers and clients feel safe as they demonstrate their reliability and trustworthiness.

One of the best-known examples is Volvo – the Swedish car manufacturer that represents competence and reliability aiming to ensure the safety of its users.?

?? EXCITEMENT – This category includes brands that are perceived as modern, trendy and daring. Brands with such traits are often disruptors or trend-makers, and can easily generate some hype and keep their audience excited – just like Tesla. Nike is also undoubtedly one of these brand personality types positioned as an inspiration for people who strive for consistent success and are committed to it.

?? COMPETENCE – These brands are perceived to be intelligent and competent and this way also reliable. They are also often linked to high-quality solutions or products, thought leadership and success. Customers and clients chose these brands for having a great quality of service or product – just think about such tech giants like Microsoft or Google.?

?? SOPHISTICATION – Classy, elegant, high-end or luxury – are some of the qualities that brands in this category have and that customers of these brands identify with. Dolce Gabbana, Louis Vuitton, Chanel, Rolex and Rolls Royce are iconic.

?? RUGGEDNESS – Adventurous, charismatic, strong, masculine, outdoorsy and loves freedom. Harley-Davidson is one of the most well-known representatives of ruggedness brand personality traits.

“New for 2022, the Enthusiast Collection is an ongoing series of H-D motorcycles inspired by our community of passionate riders — celebrating the diversity and unique backgrounds and interests of the people within it. Launched annually, each series pays tribute to a subset of our broader community of riders, available in limited quantities across a selection of models. ” (Source: YouTube – official Harley-Davidson )

Conclusions:

As extreme economic conditions, as well as social, cultural and political ones, greatly affect people's lives, not only are the needs and preferences of families constantly changing but also individuals are increasingly looking for common points of contact and emotional resonances with brands through which they can identify with them.

And one thing is clear, customers are not only highly conscious but embrace the freedom of choice aligned with their lifestyle and circumstances and they don’t necessarily want to make compromises. Those companies and brands that build a Brand Personality that is commanding and “untouchable”, are considered by clients and customers negatively and they will literally run away from them. Or if they have been disappointed once, they will never open the door for them!

?Stay tuned because in the upcoming issues of Strategyscope we will go deeper into the process of How to Define Your Brand Personality.

??2022 All rights reserved.

Editor’s Note: Branding Strategy is a huge subject with several various verticals and aspects. Strategyscope will continue to discuss this topic but does not intend to replace Wikipedia or high-quality professional marketing resources. Rather, it aims to provide guidance and share best practices based on real-life experiences and client cases while keeping you up-to-date.        

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??If you want to broaden your knowledge about how to craft your Marketing, Branding and Content Strategy, stay tuned because more details will be described in the upcoming issues of the STRATEGYSCOPE newsletter.

STRATEGYSCOPE is the Marketing, Branding & Content Strategy Compass for your business boost. Each week the newsletter covers various topics within these 3 key areas to guide SMBs (Small and Medium-sized Businesses) Entrepreneurs, and Solopreneurs to fine-tune their strategies and utilize the potential of Marketing for their sustainable growth.

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