Brand personality plays a crucial role in developing and maintaining strong brands — it’s a set of human characteristics attributed to a brand.
It is intentionally determined through a process of assigning a set of human characteristics and qualities to the brand.
Brand personality refers to the personification of a brand.
Brands stand out not only by how they position themselves in the marketplace, bu also by how well they connect with customers.
According to a research institute’s two-year study of 100,000 retail customers, “emotionally connected customers have a 306 percent higher lifetime value”.
PS. Check out my brand strategy guide where “brand personality” is one of the branding exercises.(7 out of 9 total).
In this article, I will describe the power of brand personality on examples of famous brands.
Because I believe that a great source of ideas comes from looking at others.
Look at brands that are admired or relevant and ask yourself — what’s their brand personality?
First, I’ll show you some examples of famous brands and their personalities.
Then, We’ll talk about how to define the personality of your brand.
Certainly the brand story must be meaningful, but it’s the way in which a brand communicates that truly:
- Sets the brand apart
- Makes it immediately recognizable
- Creates an emotional connection
Personality is an important dimension of brand equity because, like human personality, it is both differentiating and enduring.
Brand personality directs the voice, tone and style through which the brand communicates.
What’s your brand personality?
People want to see the humanity within a business.
Like people, brands without personalities are just plain boring.
It’s better to be a jerk than have no personality — at least by being a jerk you’d be interesting.
Having a personality is equally helpful to brands.
If your brand was a person, how would you describe him or her?
People like people who they’re like or want to be like — same is true with brands.
We love brands who have similar character to ours, or one that we aspire to have.
By getting it right, you will be able to build a brand that stands out from the crowd and speaks to your customers at a deeper level.
So without further ado, let’s start by Apple who is probably the most described example of good branding.
There are many reasons behind Apple’s success, but one of them is certainly the ability to create a personality that resonates with their customers.
The personality of Apple is sophistication.
People express their own personality or an idealized one by the brands that they chose.
Apple has a non-corporate, artistic, sophisticated, creative personality.
This is based in part on the perception that Apple has an unpretentious, irreverent and somewhat off-the-wall but also sophisticated personality.
Even though Apple is a technology company, its brand is very sophisticated.
When Steve Jobs returned in the late 1990s, the company placed a heavy emphasis on design for its hardware, software and retail stores.
Apple products are elegant, as is its packaging, software and marketing.
As Steve Jobs used to say “Simplicity is the ultimate sophistication”.
The personality of Nike is excitement.
A brand can serve as a person’s personal statement even if that person were stranded on a desert island.
Nike has an active lifestyle, inspirational, exciting, cool personality.
Nike-as-a-person would be exciting, provocative, spirited, cool, innovative, aggressive, and into health and fitness.
Since the 1980s, Nike has been endorsing the very best athletes across a wide variety of sports.
In this way they portray Nike’s persona as exciting, provocative, innovative and durable.
Their brand slogan ‘Just Do It’ is provocative and aspirational to everyone who’s into achievement.
The Nike brand offers a sense of confidence when any of their garments are worn.
Their large personality has sparked great brand loyalty, making many people opt for their brand over their competitors.
The personality of Tesla is excitement & sophistication.
We use brands as self-expressive statements, particularly the cars we drive and the clothes we wear.
Tesla has an exciting, visionary, charismatic, courageous, spiritual personality.
Driving a Tesla provides a self-expressive benefit — others will observe and make judgements about you.
The Tesla brand is indelibly linked with Elon Musk similarly to Steve Jobs with Apple.
Elon has big ideas to change the world and pride himself on questioning the status quo — he shares the Magician brand archetype.
Tesla also shares the Ruler archetype — it wants to crush the competition. They’re powerful leaders who believe in winning as the ultimate goal
The public image of the leader has a big impact on how we perceive the brand.
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