Lessons in Brand Personification from Nigerian Telecommunication Giants’ Conversation

In the telecommunications market, where competition is fierce and differentiation is crucial, the recent social media exchange between Nigerian telecommunication powerhouses Airtel and MTN has shed light on the transformative potential of brand personification.

On Monday, June 19, Airtel launched its 5G network service in Nigeria. Airtel’s announcement comes exactly nine months after MTN also announced the launch of its 5G service in selected Nigerian cities. MTN Nigeria took to its social media to congratulate Airtel Nigeria for the launch of its 5G service.

The message reads: “Y’ello Airtel, We know it’s no small feat to join the 5G League. We’ve made everything easy for you, so welcome to the amazing world of 5G. To outdoing ourselves, MTN Nigeria.”

It’s been reported that the advert has generated a lot of reactions among Nigerians who saw the cheeky side of the MTN post. Airtel responded to MTN’s advert. In their response, Airtel Nigeria expressed gratitude to MTN and acknowledged their efforts in the 5G space.

The advert reads: “Thank you @mtnnigeria Truly, you’ve done a good job but we know it can be better. We’ll take it from here.”

This human-like online banter adds a layer to the brand personification goal of both brands. With conversations like this, these companies are transcending the ordinary and captivating audiences through a deeper, more meaningful connection.

The Essence of Brand Personification

Brand personification entails endowing brands with human attributes, transforming them from mere corporate entities to relatable beings with distinct personalities. Airtel and MTN’s conversation serves as a poignant example of this approach, as they engaged in a playful and competitive dialogue that humanized their brands, establishing a multi-dimensional connection with their customers.

Through brand personification, African brands. have the opportunity to cultivate a rich and nuanced brand personality. Airtel and MTN showcased their unique characteristics during their exchange, revealing their playful, innovative, and customer-centric natures. By humanizing their brands, these giants transcend the confines of the telecommunications industry, becoming more than just service providers — rather, they become companions on the journey of modern connectivity.

When brands take on human-like qualities, they become vessels for emotional resonance, touching the hearts and minds of their audience. Airtel and MTN’s conversation evoked familiarity and warmth, forging an emotional connection with their customers.

In an overcrowded market, standing out is a formidable challenge. However, brand personification provides an avenue for brands to rise above the noise and establish their uniqueness.

Key Brand Personification Lessons:

1. Authenticity and Consistency: When personifying a brand, it is crucial to remain true to its core values and maintain consistency across all touchpoints. Authenticity breeds trust and allows customers to form genuine connections with the brand. In this conversation, MTN established its market leadership by reminding customers and competitors of its dominant position. This perspective aligns with their overall brand messaging, reflecting consistency in their communication strategy.
2. Understanding the Human Connection: Deeply understanding the desires, values, and aspirations of the target audience is fundamental to forging a strong emotional connection. By tapping into shared experiences and emotions, brands can become trusted companions in customers’ lives. The conversation between Airtel and MTN centered around a human interest solution — the desire for faster and more efficient internet connectivity. This human angle personalizes the brands, making them more relatable to customers’ needs and aspirations.
3. Inspiring Customer Loyalty: Brand personification can evoke a sense of loyalty and affiliation among consumers. By portraying brands as caring and compassionate entities, companies can inspire their audience to take a stand and rally behind the brand they love. In this conversation, MTN users relished the moment, feeling a sense of pride in using a superior brand. Meanwhile, Airtel users maintained their faith in their brand’s ability to deliver even better innovations. This emotional connection fosters brand loyalty and advocacy.
4. Leveraging Competitiveness for Brand Differentiation: Brand personification allows companies to differentiate themselves from competitors by showcasing their unique characteristics and strengths. Airtel and MTN highlighted their playful, innovative, and customer-centric natures during their exchange, distinguishing themselves from other service providers. By humanizing their brands, they transcend the telecommunications industry’s boundaries and position themselves as companions on the journey of modern connectivity.
5. Embracing the Power of Emotional Resonance: When brands take on human-like qualities, they become powerful vessels for emotional resonance, capturing the hearts and minds of their audience. The conversation between Airtel and MTN evoked familiarity, warmth, and a shared sense of excitement for technological advancements. This emotional connection deepens customer engagement, fosters brand loyalty, and leaves a lasting impression.

The conversations between Airtel and MTN are typical of what we’ve seen from international brands over the years. The earned media and talkability it has attracted exemplifies the profound impact of brand personification and why more African businesses should consider building a brand with character.

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