Brand personality is much more than brand identity. It’s more about the human characteristics of a brand. These elements help us connect with the brand and aid in the purchase decision. But developing a brand personality is difficult for many companies. Jennifer Aaker, a behavioral psychologist, and Stanford professor defined a framework in 1997 which divided the personality into five dimensions, each containing a set of facets. Although some businesses have struggled to identify their brand personality, others have succeeded and have developed excellent marketing and advertising campaigns based on these characteristics. Before we go into detail let’s first define what brand personality is and why it is important.
What Is a Brand personality?
Brand personality is the collection of human traits and qualities given to the brand. When a brand has a personality, people may connect to it because of its relationship with human qualities and characteristics.
When we consider the brand to be a person, the idea of brand personality is best understood. How would they communicate? How would s/he act in such scenarios? What does s/he wear?
Consider how things would be different if Apple were a person to further clarify the notion.
Wouldn’t it have flawless grammar and a great command of the language? Wouldn’t it be a really imaginative person? Would it not retain discipline even under pressure? And wouldn’t it prefer expensive clothing over one of lower quality?
That is the essence of the Apple brand.
Why is brand personality Important
There is much more to branding than simply a name, logo, and slogan. To give that generic product an identity that is distinctive from others in the market, traits, and attributes both within and outside the offering must be assigned.
The following are some significant reasons why brand personality matters, in addition to the fact that it is essential to distinguish the product in the market:
Creates the ideal brand image: Brand identity and brand personality are two related strategies that aid in creating the ideal brand image in the marketplace. Brand identity visualizes this approach, which leads to the creation of a brand image, while brand personality plans how a brand will act in the market.
Positioning: Customers use the same things offered by various businesses in different ways. In other words, brand personality instructs consumers on how to use the company’s goods.
Creates Emotional Connection: Brand personality helps in creating an emotional connection with consumers who share similar values and want more from a company than only material goods. By starting with customer-powered marketing tactics like word-of-mouth marketing and loyalty marketing, for example, the business is able to create more meaningful brand engagements.
Eases Communication: A personality helps a brand interact with its audience successfully since the consumers can connect with the personality features of the brand and identify with them.
Examples of Brand Personality
Here are top brand personality examples to get you motivated to create your own.
1. Harley Davidson
Few companies in the world better embody who their target market is than Harley Davidson.
Harley Davidson addresses their audience like a fellow gang member, from their tough brand identity (particularly their visual style) through their harsh vocabulary and aggressive tone of voice.
Harley takes delight in defying the norms of society and values the rebelliousness of its clients.
Of all the brand personality examples, Harley Davidson offers the most insight.
Similar to Starbucks, we can see how a number of Aaker’s qualities combine to form the brand’s overall identity.
With Starbucks, you may feel a touch of middle-upper-class sophistication. Starbucks is the dependable response to your query, “Where can I get a cup of coffee in a pleasant and inspirational environment?” whether you’re a busy parent, student, or businessperson. We may infer that Starbucks best exemplifies a competent personality. The company openly declares in its mission statement that it is in business “to inspire and nourish the human spirit — one person, one cup, and one neighborhood at a time” in an effort to position itself as a cornerstone of the community.
Nike is a motivating company that encourages its customers to “Do.”
The competitive track and field legacy of the brand’s founders, Phil Knight and Bill Bowerman, is woven into the brand’s DNA, and this winning attitude permeates all aspects of the brand’s interactions with its employees and clients.
Nike is successful. It exists just to achieve that. To be #1.
Nike has a strong ambition to be at the top and remain there, much like every player at the top of their game. Undisputed.
And the company exhibits this winning mindset in everything it does, from innovation to branding.
Nike embodies the coaching style by inspiring, directing, motivating, exemplifying, and holding their audience accountable for their success or failure.
Their catchphrase, “Just Do It,” is a proclamation to action, a way of life, and a conviction that, if you want something badly enough, you can have it.
4. Red Bull
Red Bull doesn’t operate in the same manner as other companies.
It’s a little unique. It embraces the extreme, lives life on the edge, and laughs in the face of peril.
It’s fair to say that Red Bull is a bit of a daredevil, even among fellow rebels, adventurers, and sportsmen.
Red Bull is well on its way to owning the term “Extreme” in the minds of its audience by connecting themselves with any extreme sport you can think of.
Red Bull has sucked up an alignment with every specialized extreme sport you can think of to present an outrageous personality across all contact points. This is done via its energizing colors, charging bull emblem, and passionate attitude.
5. Alfa Romeo
Alfa Romeo evokes a sense of sensuality as well as elegance and refinement.
The brand’s expressive essence is evident from its motto, “The mechanics of emotion”
There is nothing British, American, German, or Japanese about it, It’s all Italian and also talks like one.
It distinguishes itself from other automobile companies in its class by the use of sensuous and expressive language and imagery in its marketing.
Chances are, whether consciously or unconsciously, “Happiness” comes to mind whenever you think about Coke.
By associating its brand with every joyful occasion you can think of, from Christmas to summer vacations, Coke has made it its business to be associated with that phrase.
Through their marketing and communication, they continuously exhibit amusing traits like happiness and a touch of enchantment.
Their easygoing and jovial demeanor inspires the audience to put their worries and uncertainties aside and enjoy the moment with “A Coke and a Smile.”
Diesel has deep (stubborn) origins thanks to its past as a tiny, traditional Italian town.
Since 1978, Diesel has followed its own path, shunned trends, and given the critics the middle finger.
It would have been simple for Diesel, an Italian-based fashion company, to fall behind and capitalize on the trends of what was expected of Italian businesses.
Diesel, however, deviates from expectations.
They use sarcasm, dark comedy, and tongue-in-cheek humor in divisive, often explosive campaigns that garner both praise and criticism.
Diesel’s disdain for conformity and attitude of “I don’t give a f**k” appeal to its young, independent, and alternative clientele.
Few instances of brand personalities are as genuinely relatable as Diesel.
8. Dollar Shave Club
A great example of a company that connects with its audience via personality is Dollar Shave Club.
Humor is the main element of the brand’s personality, and it is used almost comedically, causing the audience to “laugh out loud from the belly” as it does.
Their viral advertisement, which turned them into an overnight phenomenon, was filled with humor, timing, and playful jabs at their rivals.
This brand keeps things simple by knowing who it is and what it is not, much like the charming and quick-witted man at the bar who encourages good times.
The brand Lynx tells its customers that “you’re one of us and we’re where it’s at.”
It appeals to its audience’s need to not simply “Fit in,” but to have the confidence to be themselves, using a blend of group and comedic communication.
Lynx attracts smart young men, many of whom are making the shift to going it alone.
With the concept that “your confidence is your key – embrace who you are,” the brand promotes expression and serves as a voice of comfort to its customers.
Ikea is a straightforward, category-aware brand that remains in its zone.
The brand targets “Normal everyday people,” who have certain demands and expectations and need straightforward solutions.
It is clear from the straightforward appearance, straightforward communication style, and occasional use of humor that the company doesn’t take itself too seriously.
The phrase “The Wonderful Everyday” embodies their upbeat, positive atmosphere and conveys a feeling of inclusivity and equality.
A brand like TOMS is created with a purpose.
Since the beginning of its operations, TOMS, a “Brand purpose native,” has provided aid to individuals in need.
The company conveys a feeling of concern to the over 100 million individuals it has influenced via its acts as well as through its aesthetics and communication.
Although TOMS is a shoe company, they go out of its way to show that they are more than that by acting in a kind, comforting, and helpful manner when doing business.
TOMS is a feel-good company that unites people by putting one arm around its consumers and the other around the individuals they assist.
Apple has a history of defying industry conventions and “doing things differently,” but at its core, the company is an innovation and a visionary.
They are driven to push technological frontiers, develop new things, and reinvent the wheel.
Customers of Apple are encouraged to express themselves and utilize their imaginations to come up with their own unique uniqueness.
Most creative sectors, as well as forward-thinking, progressive people and organizations, have welcomed them.
Apple provides its users the chance to join them at the forefront of the uncharted, changing world.
Mercedes is a high-end, exclusive brand that pushes its consumers to work hard to earn the privilege to join their club.
Mercedes reminds its audience that they are at the top of the social food chain and convey superiority and exclusivity.
They convey traits of success, affluence, and prestige across the whole brand experience, giving their clients a feeling of accomplishment.
Dove is a straightforward, classy brand with a noble heart that supports and develops women’s and girls’ self-esteem.
They give their female audience virtually godlike status and embrace everything that is pure.
The brand expresses admiration for everything lovely and feminine.
It recognizes the femininity and beauty in all women and encourages women and girls to recognize their own inner and outer beauty.
Dove has an upbeat and motivating attitude, and their language and tone convey optimism and sincerity.
Google is a cutting-edge company with traditional values and a focus on education.
They not only provide us with information, but they also do other tasks.
They take seriously the enormous responsibility that comes with their influence and authority.
The business’s “Don’t be evil” credo, which has been ingrained in corporate culture, demonstrates Google’s commitment to doing the right thing.
As Google gives us all access to a large portion of the information we gain online, they take on the position of a professor, although a contemporary one with hipster attire, and talk with insight, wisdom, and authority.
They are aware of their potential to affect others and want to teach us the truth.
Patagonia is a company from a simpler era with traditional environmental beliefs.
Their clients are in tune with nature and have a bond with the land that embodies who they are as individuals.
Because he created his business on these principles. Yvon Chouinard, the creator of Patagonia and an avid rock climber and environmentalist, attracted this kind of client.
Patagonia has an activist attitude that encourages travel, adventure, self-discovery, and of course care for the environment.
A brand that dates back to a simpler era before electronics, Lego is old school (before screens and apps).
Lego can boldly claim to be one of the brands that the world loves the most out of all those instances of brand personalities.
For both young and elderly children, Lego is a brand that unlocks a world of fantasy, creativity, and play since it was created from and is based on imagination.
Although they hadn’t reported a loss in 66 years, Lego, a traditionalist brand founded in 1932, was having problems in 1998 because it had lost its relevance and connection to popular culture.
Today, Lego has rediscovered its creative, unique, inventive, and fun-loving brand identity by connecting with culturally relevant subjects like superheroes and movies. With a healthy dosage of humor.
The importance of personality to a brand has increased.
If you want to market your brand to a certain demographic, you need to understand who they are and what appeals to them.
Consequently, you had best go about exhibiting such qualities consistently across every touchpoint.
Do you develop brands?
Have you allotted time to create a character for the brand you’re currently creating?
Have any of the aforementioned examples inspired you in any way about the traits your brand should embody?
Please let me know immediately in the comments!