Does your brand have a personality?

Here’s what you can do to find out

Gather some of your long-time loyal brand users. Ask them to define what your brand would seem like if it were a human. Ask them to associate human traits to your brand.

Sounds peculiar? Never mind. We Market Researchers do it all the time.

PERSONIFYING A BRAND

When conducting brand perception studies, we often ask the respondents to personify the brand.

• If your brand were a human, what would be its gender?
• Describe their personality
• Would they be an extrovert or an introvert?
• What values do they believe in?

We probe them with questions like these.

This exercise helps us decipher the essence of the brand. Because, as the saying goes, “Products are made in the factory, but brands are created in the mind.”

Beyond just the tangible features of a product, it’s the intangible qualities such as the brand personality that truly resonate with consumers.

The concept of brand personality helps you understand how some brands stand out from the rest and succeed in connecting with their target audience at a deeper level.

Well, think about it. Your luxury brand watch makes you feel sophisticated. Your sports shoes make you feel rough and tough. Your favorite soft drink makes you feel playful. Why? It’s all because of the brand personality.

According to behavioral scientist Jennifer Aaker’s Brand Personality Framework, there are five dimensions that define a brand’s personality: sincerity, excitement, competence, sophistication, and ruggedness.

If you could jot down some unique traits of your brand, you’ll realize your brand personality would fall under one of these 5 broad dimensions.

For instance, if your brand is considered to be authentic or trustworthy, it would fall under the ‘Sincerity’ dimension. Similarly, if you consider your brand to be of exciting, passionate, creative nature, your brand comes under the ‘excitement’ dimension. If you’re a tough, athletic sort of brand, you come under the dimension of ‘ruggedness’.

In this manner, you can identify your brand’s unique traits and align them with one of these dimensions to define your brand’s personality more clearly.

But why does brand personality matter?

For one, it influences consumer behavior. Research shows that consumers often choose brands based on their perceived personality traits. Hence a consumer is unlikely to switch to a different brand which makes them feel differently even when the other brand offers the same product with similar features and quality.

Furthermore, a well-defined brand personality helps differentiate your brand in a crowded marketplace. In an era where competition is fierce and consumer choices abound, having a distinct personality can make your brand more memorable and relatable.

So, does your brand have a personality?

If not sure, it’s time to start exploring.

A brand’s personality is reflected in its voice, visual elements, positioning, taglines, and overall communication strategy. By understanding what your brand stands for and how it resonates with your audience, you can create a more compelling brand experience.

Do remember, ‘personality captures the heart’.

FAQs:

Why does brand personality matter?

Brand personality influences consumer behavior and helps differentiate your brand in a crowded marketplace, making it more memorable and relatable.

How can I determine my brand’s personality?

Gather feedback from loyal customers and align your brand’s traits with dimensions such as sincerity, excitement, competence, sophistication, or ruggedness.

What are the benefits of defining my brand’s personality?

Defining your brand’s personality helps create a stronger brand identity, resonates with your audience, and enhances brand loyalty.

Can brand personality impact consumer choices?

Yes, research shows that consumers often choose brands based on their perceived personality traits, even when competitors offer similar products.

How can I integrate my brand’s personality into my marketing strategy?

Reflect your brand’s personality in its voice, visual elements, positioning, taglines, and overall communication strategy to create a compelling brand experience for your audience.