Brand Personality: The physical attracts, but the personality makes you fall in love
Posted: Sun Dec 22, 2024 6:21 am
We have all kinds of friends and so many that it is almost impossible to classify them all, but the list never lacks talkers, funny ones, leaders, hyperactive ones, overprotective ones, an endless number of characteristics that make them unique and different. In the same way we can talk about the personality of brands.
A brand's personality is made up of a set of human characteristics that make it unique, that define it in a coherent way under specific features, distinguishable from a distance.
And what is the point of having a defined brand personality? We are talking about the power to awaken an emotional response in people, making our consumers feel close if this is the case, or support and peace phone number philippines of mind if we are a bank, joy and happiness if we are a drink. It is not in vain that people tend to buy a brand more often if they detect traits of its personality.
Learn more about people with this free material that we made for you and that you can download!
ebook about people
How do I start building my brand personality?
Consistency is one of the most important factors. By maintaining the same tone that expresses the values chosen for our brand , we obtain greater brand equity, while defining an attitude that differentiates us in the market.
But this is not a decision to be taken lightly. We must first study the market carefully. If we are an energy drink, the natural inclination is to create a bold and irreverent brand personality. If we look around, it is likely that our competitor is already airing a commercial of a cartoon that, after painting graffiti, grows wings and ends up flying. Sound familiar?
How many types of brand personality are there?
There are several tools to identify and define a brand's personality. One of the most commonly used are the 12 Personality Archetypes , which are used to provide content by following the behavioral patterns that best fit what we want to express.
Let’s go back for a moment to the example of energy drinks, where Red Bull leads the category. The archetype they chose is “The Explorer” who helps people express themselves individually, breaks with convention and constantly experiments in search of new sensations. Their communication strategy could not be other than to sponsor extreme sporting events, using risk and adrenaline to express the energy and “Wings” that the drink provides in each can.
A brand's personality is made up of a set of human characteristics that make it unique, that define it in a coherent way under specific features, distinguishable from a distance.
And what is the point of having a defined brand personality? We are talking about the power to awaken an emotional response in people, making our consumers feel close if this is the case, or support and peace phone number philippines of mind if we are a bank, joy and happiness if we are a drink. It is not in vain that people tend to buy a brand more often if they detect traits of its personality.
Learn more about people with this free material that we made for you and that you can download!
ebook about people
How do I start building my brand personality?
Consistency is one of the most important factors. By maintaining the same tone that expresses the values chosen for our brand , we obtain greater brand equity, while defining an attitude that differentiates us in the market.
But this is not a decision to be taken lightly. We must first study the market carefully. If we are an energy drink, the natural inclination is to create a bold and irreverent brand personality. If we look around, it is likely that our competitor is already airing a commercial of a cartoon that, after painting graffiti, grows wings and ends up flying. Sound familiar?
How many types of brand personality are there?
There are several tools to identify and define a brand's personality. One of the most commonly used are the 12 Personality Archetypes , which are used to provide content by following the behavioral patterns that best fit what we want to express.
Let’s go back for a moment to the example of energy drinks, where Red Bull leads the category. The archetype they chose is “The Explorer” who helps people express themselves individually, breaks with convention and constantly experiments in search of new sensations. Their communication strategy could not be other than to sponsor extreme sporting events, using risk and adrenaline to express the energy and “Wings” that the drink provides in each can.