Marketing a brand used to be a lot easier. A logo, a catchy slogan, and a useful product or service was all you needed to start generating leads and making sales. Today, with markets completely saturated with competitors duelling for market share, brands need more than just a pretty face – they need personality. Take a look at what a brand personality is, a few types of common brand personalities as well as helpful tips which can help you find a unique brand personality for your business:
What’s A Brand Personality?
You can look at someone walking towards you, and maybe guess at what their personality might be like. But you’ll only know what they’re like when you hear them start talking and you watch how they act. A brand’s personality is the business’s human component, and it is communicated through the marketing and advertising that business participates in. Garnering a solid brand personality effectively brings a brand to life, by giving it human characteristics that followers as well as fans can relate to on a personal level.
Types Of Brand Personalities
According to social psychologist, Jennifer Aaker, most brand personalities fit into five categories, each with their own personality traits and strengths:
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Sophistication
Brands that develop a sophisticated personality are refined, charming, high-class brands. They talk as well as act in a way which makes their followers feel elegant and classy. Think of brands like Mercedes-Benz, Armani, Tiffany’s, etc.
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Competence
This brand personality drives home their reliability and intelligence, leaving followers with peace of mind that the brand is capable of handling the issues faced by their audiences. Think of brands like Volkswagen, Tiger Wheel & Tyre, Protex, etc.
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Ruggedness
These brands cater to those not afraid of getting dirt under their nails. Customers feel empowered and more connected to nature and the outdoors. Think of brands like Harley Davidson, Jeep, First Ascent, etc.
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Excitement
Brands embodying an exciting brand personality will push the boundaries, in a playful way, to show their daring, trendy nature – while building hype among their followers. Think of brands like Virgin Active, Nando’s, etc.
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Sincerity
Brands of this nature find it easy to garner trust among followers. They are seen as genuine, wholesome, and honest. These brands keep their promises and meet the expectations of their customers. Think Cadbury, Hallmark, etc.
