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Brands are like people. If personality is what sets a person apart and identifies a person, so is a brand. So what is a brand personality? What role does it play in brand strategy? Is brand personality really necessary? All will be answered in the article below.
1. What is Brand Personality?
Brand Personality is the characteristics that the brand possesses or the characteristics that the brand wants to be perceived by customers. Those are also the values the brand pursues and wants to show to the outside to position itself in the minds of consumers. For example, fun, youthful, trustworthy, friendly, responsible and sophisticated, etc.Brand Personality also refers to demographic characteristics such as gender, age and stage. social strata. Example: If Harley Davidson was human, it would be a man. Victoria's Secret will be the woman; Apple will be a young, stylish, creative person, Microsoft will be a mature, mature professional; Chanel will live in a mansion, and TJ Maxx will live in a cheap rental apartment.
2. Why is brand personality important to businesses?
Increase competitiveness and differentiate from competitors
Brand personality is one of the most important factors to differentiate your brand from your competitors. The same product or service can be marketed in different ways depending on the personality the brand builds. The key is to cultivate a brand personality that is authentic to your organization, consistent over time, and relevant to your target customers.In addition, brand personality also clarifies the difference, helping customers distinguish one brand from another. For example, Pepsi's "adventurous, naughty" personality cannot be confused with Redbull's "strong, arrogant" personality and this personality also creates different emotions when customers use the product, thereby shape their needs.
Convey the brand story
The core of your brand story is why customers should care and choose your brand. Customers often need to find out information such as:
What does your brand stand for?
What does your brand contribute to society?
What makes your brand different from the competition?
What kind of experience will the brand bring to the customer?
The personality traits that businesses choose must be rooted in the overall brand strategy. Every brand has its core beliefs, values, and guiding principles. Therefore, giving the brand a consistent personality and appearance will help users have a deeper insight into the brand, helping them somewhat understand the real message that the business wants to convey.
Increase brand awareness
Distinctive brand personality makes the brand recognizable and easy to remember. This is an important component to increase brand recognition. Brand identity is not only about letting potential customers know about the brand through marketing and advertising, but also about raising awareness in existing customers turning recognition into preference.
Brand Personality helps shape marketing campaigns
When implementing marketing campaigns for businesses, you need to stick to the values and goals of the brand. To do that, your brand must possess a specific, consistent personality.Brand Personality is not only a "guideline" for brand marketing activities in general, but also helps managers have a basis for setting up communication campaigns, PR, advertising, Digital Marketing (marketing on digital platforms). digital) and many other activities.
Create a friendly feeling
Brand personality is the result of all consumer experiences with the brand. A brand with personality will create closer, more intimate with consumers.According to research: 80% of customers decide to buy through emotions, and relationships are always fueled by emotions.Brand personality builds emotions between the brand and the customer, which in turn drives purchases and increases sales for the business.
3. What role does brand personality play in brand strategy?
Brand personality is a two-way impact: from customers to businesses and vice versa.
For customers
In the Gen Z era, customers are no longer interested in material things when the quality of products between brands is not too different, but they want to satisfy their emotional needs more. Therefore, the brand personality is built to humanize the brand as a close friend to the customer. When customers feel the value from the brand personality, customers easily connect and accompany the brand for a long time.
For Businesses
Building a brand personality is also an important step in brand strategy: brand positioning, making a difference from competitors and a growing community of brand lovers.Not only that, the clear personality is like a shield to help the brand overcome external influences such as: financial crisis, false rumors, epidemics, etc. Enterprises avoid the situation of "premature blooming and dying. ” is increasingly fierce in the market.The worst thing when building a brand personality is to go against what you have committed to and pursued. Therefore, all communication activities, statements, and actions of the brand must be consistent and clearly show the brand personality.
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