A brand can be compared to a human being in more than one ways. Just like a person has a lifespan and life stages, a brand also passes through similar phases. Every brand also has its own personality, just like humans. A brand’s personality is a set of human characteristics that can be attributed to the brand. The characteristics make the brand unique; they give the brand a distinct personality. To build that personality, the brand must perform consistently to embody these characteristics. A brand personality is something which the target customers can relate to. Customers are more likely to purchase a brand if its personality is similar to their own. If the brand matches with the personality traits of the target customers, it succeeds in building strong bonds with them.
There are five main types of brand personalities: Excitement, sincerity, ruggedness, competence and sophistication. Brands assume these traits, as per their intended objectives of connecting with the target audience.
- Excitement: Young, carefree and playful personalities seek excitement. Some brands offer excitement to those who want it.
- Chocolates brands make you feel playful.
- Cold drinks connect with those who are youthful and carefree.
- A soda brand makes you ‘spirited’.
- Sincerity: Brands speak to the qualities of responsibility and sincerity among people, by assuming sincerity in their personality.
- Insurance brands help you appear thoughtful.
- A bank tries to tell you that it is genuinely helpful to you, standing by you in all your financial needs.
- Hand wash brands reflect the caring, family-oriented mindset of a mother.
- A bottled water brand sells purity to appeal to a sincere person’s personality traits.
- An NGO brand appeals to you to be kind by drawing your attention to the animals or the orphaned children.
- Ruggedness: Just like some of us, some brands are rugged, rough, tough, athletic, and outdoorsy. They portray these characteristics to be relevant to those among us who enjoy being rugged.
- Children’s health drinks project athletic strength and stamina.
- Travel sites, Cameras, Sports shoes appeal to people oriented towards outdoor activities.
- SUV brands stand for the rough and tough.
- Competence: Personal competence is a personality trait used by brands to communicate to their target customers.
- A laptop brand portrays its user as successful.
- Owning a latest high-end mobile phone brand highlights your accomplishment.
- A paints brand informs to your neighbors that you are intelligent and influencer, a leader, because of the wisdom you exercise in making it your chosen paint.
- Sophistication: Some brands try to win their customers by appealing to sophistication in their own personalities.
- A formal shirt brand projects elegance.
- A luxury car or airline brand sells prestige.
- A women’s bag brand spells pretentiousness.
(Expert advice to GROW your business wherever you are, whenever you want.
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