Brand Personification/Personality

The way a brand talks and acts is called its personality. To make a brand stand out, it means giving it human personality traits or characteristics. Brand behaviour can be seen in these traits in both the people who work for the brand and in advertising, packaging, and other materials. It’s called “brand personality” when brand image or brand identity is described in terms of traits that people have. To give you an example, the Allen Solley brand shows off your personality and makes you stand out from the crowd. Infosys stands for something special, valuable, and intellectual.

Brand personality is just giving a brand a personality. One way to show a brand is through a personality that has those traits (Shhrukh Khan and Airtel, John Abraham and Castrol, for example) or through distinct traits (Dove as honest, feminist, and optimistic, for example; the Hewlett-Packard brand stands for accomplishment, competency, and influence). The way people feel about a brand is based on all of their interactions with it. It is unique and will last a long time.

It is important to tell the difference between brand personality and brand image. Brand image refers to the tangible (physical and functional) benefits and qualities of a brand, while brand personality refers to how people feel about the brand. If a brand’s image is what consumers think about the whole brand, then a brand’s personality is what makes people feel and think of the brand.

Brand personality builds the value of a brand. It shows how the brand feels. When the brand communicates or markets something, it is a big part of how it looks and feels. It helps you learn a lot about how customers feel about your brand. Brand personality is what makes one brand different from another, even if they are similar in many ways, like Sony vs. Panasonic. To make the brand strategy come to life, or to put the brand strategy into action, brand personality is used. What kind of relationship a customer has with a brand is shown by its personality. According to the customer, it’s a way to show who they are.

Celebrity and brand personality should work well together. A trustworthy celebrity makes sure that people know about, like, and are optimistic about the brand right away. This will make people more likely to buy the brand and also make them loyal to it. As an example, Bollywood actress Priyanka Chopra is a brand ambassador for the high-end shirts made by J.Hampstead.

Brand personality is made up of more than just personality traits. It also includes psychographic traits and demographic traits like age, gender, or social class. The brand is all about personality traits.

Character:

Excitement: Brands in this dimension are often aimed at young people and are known for being daring, energetic, creative, and cutting edge.

Sincerity: Of course, every brand wants to be sincere, but as a personality trait, sincerity is only for brands that are good, honest, happy, and down-to-earth.

Competence: A brand that is competent is trustworthy, smart, and successful. Brands in this personality dimension are sure of themselves, act responsibly, and build trust.

Ruggedness: The Rugged brand is known for being tough, adventurous, and outdoorsy. You can count on these brands to last because they look like they work hard and are real.

The sophistication dimension is made up of brands that are refined, luxurious, and charming, among other things. These are high-end brands aimed at picky, status-conscious people.

Step 1: Write a brand summary

In this first step, you’ll figure out what the brand or business stands for. Some examples of your core values could be honesty, integrity, good communication, and making sure your clients are happy. Giving these values a lot of thought is important because they will form the basis of your Brand Promise (see below).

Brand check

This is an evaluation process that you can use inside and outside your company to find out how potential customers, employees, and prospects see your brand.

Build the structure of your brand.

This is an analysis of your brand’s traits along with its useful and emotional benefits, giving you a clear picture of what your brand “means.” Your “value proposition” is also set by your brand architecture. You can get three main types of value from a business: operational efficiency (the lowest price), product leadership (the best product), or customer intimacy (the best solution & service). This step will help you figure out which one your business can do best.

Create the personality traits of your brand.

Next, you will choose the traits that you want your brand to show the world. Brand personality traits come through in everything you make and do, even in how your employees talk to customers and prospects.

Make a promise for your brand.

It’s clear, interesting, unique, and relevant, and it fits with your brand’s core values. People who use your services can be sure that certain things will happen if you keep your brand promise.

Tell the storey of your brand.

Just one sentence about your business: what it is, how it got here, and what it wants to do in the future. This is part of your USP, or thing that makes you different, since no other company has the same storey. It has a theme that shows what your brand stands for, why people should care, and most importantly, how it makes them feel. This can be a mission statement, a brochure about your business, or the “about us” page on your website, among other places. It also gives you a place to start when writing your positioning statements and other important marketing materials.

Write down brand positioning statements.

Step one is to write a one- or two-sentence statement about what you do, who you do it for, and how you solve a problem in a way that no one else can. It’s a strong reason for people to do business with you, and it will be on a lot of your marketing materials. Coming up with a tagline is the second part of this step. The best taglines are either stories (American Express: “Don’t leave home without it”) or goals (Nike: “Just Do It”). If you can, they should also put the brand name front and centre (Red Bull: Red Bull Gives You Wings).

Choose the brand’s visual needs

This is where you match your brand’s colours, fonts, and logo elements to make them look better together. If you already have a logo, compare the suggestions to the artwork to see which ones work best, or make suggestions for a new corporate logo.

Describe the operational needs of the brand

This step brings everything together by laying out how you will keep your brand promise in the everyday operations of the business. This is the step where procedures and processes are made to make sure the company does what it says it will do. For instance, to make sure that the brand visual requirements from the previous step are met, you might want to create a style guide