What comes to your mind when you think of a brand? Do you associate it with human emotions, the brand type, or the industry it is based on?
In recent years, a brand is more than just the product or service it offers. It encompasses value because it is not limited to a name or logo.
What is Brand Personality?
Brand personality can be defined as a set of traits that define a business. Characteristics of a brand are fundamental to building a connection with consumers. This is the reason why customers religiously stick to certain brands.
Apple products can be taken as one of the best examples here because people associate the brand with style and reliability. Similarly, brands like Adidas, Nike, Zara, and so on are popular amongst consumers.
Why is Brand Personality important?
Traditional means of marketing focus on the quality of the product or brand with the intention that it would speak for itself. Digital advertising is at an ever-increasing high in this age. Advertising has compelled the audience to experience the products right through their screens. The content that a brand puts forth plays an important role in building trust and value. ting focus on the quality of the product or brand with the intention that it would speak for itself. However, modern marketing calls for a little more than that. A brand’s persona doesn’t just define the brand, it speaks volumes about its consumers. Associating oneself with a brand creates a perception of its users. Brand personality is crucial in the world of advertising for the same reason.
Putting forth a brand that inculcates human values and persona helps the users understand it better. It instills a sense of faith in them that helps them make a decision about whether or not they should buy a certain product.
Role of Brand Personality in digital media
Digital advertising and media are at an ever-increasing high in this age. Naturally, advertising will peak which means making it easier for the audience to understand the products right from their screens. The content that a brand puts forth or the issues they speak up about play an important role in building trust and value in a consumer.
Types of Brand Personality
The psyche of brand personality is to relate to human values and emotions. Hence, there are traits that one can refer to the brand’s personality to understand it better.
Brands with high-quality products fall under this category of brand personality. A brand that is intelligent and highly reliable mostly targeted at corporate employees.
Example: Rolex, Google, Microsoft
This is a very obvious one for all of us. High-end fashion brands usually are a part of this category. Products like perfumes, clothing, footwear, and electronics.
Examples: Gucci, Louis Vuitton, Apple, and Chanel.
A brand type that is associated with thrill, adventure, and the outdoors. This brand personality is taken on by cars, and energy drinks that define being ambitious and taking risks
Examples: Land Rover, Jeep, Mountain Dew
The kind of brands that adapt to this personality type is imaginative. They’re creative, relatable, and cater to a younger age group.
Examples: Nike, Zomato, Bumble
Creating a brand personality can take time and effort. It requires hard work to understand what category a brand falls into. The best way for branding agencies is to roughly research, understand, experiment, and conclude on the brand personality.