BRAND personality is an important aspect of marketing that helps companies differentiate themselves from their competitors and connect with their target audience.
It is like a character or personality that a business has. Just like people have their own unique personality traits that make them who they are, businesses can also have a set of personality traits that make them stand out from their competitors.
Brand personality is important because it differentiates a brand from its competitors, creates an emotional connection with customers, ensures consistency in branding, increases brand equity, and helps target the right audience.
It helps businesses create a unique and recognisable identity that resonates with their target audience.
An example is Apple whose brand personality is associated with innovation, simplicity, and creativity. This has helped it differentiate itself from competitors, create an emotional connection with
customers, ensure consistency in branding, increase brand equity, and target the right audience. As a result, Apple has become one of the most valuable brands in the world.
The elements of brand personality
If we equate building a brand personality to baking a cake, the elements of brand personality are like the cake ingredients. There are five main elements of brand personality namely: Sincerity, excitement, competence, sophistication, and ruggedness. Brands can carefully select and combine these different elements to create a personality that is unique.
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Sincerity is a brand personality element that is all about honesty, genuineness, and caring. A company that is sincere is focused on doing good for others and acting with integrity. A great example of a sincere brand is TOMS Shoes.
For every pair of shoes they sell, they give a pair to someone in need. This makes customers feel good about their purchase, knowing that they are helping someone else.
Excitement is another element of brand personality that is all about adventure, innovation, and pushing boundaries. A company that is exciting is always coming up with new experiences for its customers and creating a sense of thrill and excitement.
A great example of an exciting brand is Red Bull.
They sponsor extreme sports events like skydiving and snowboarding, which makes customers feel like they are part of an exciting and thrilling community.
Competence is a brand personality element that is all about reliability, efficiency, and effectiveness. A company that is competent is focused on getting things done and delivering quality products or services. A great example of a competent brand is FedEx.
They are known for delivering packages quickly and on time, which makes customers feel like they can trust them to get their packages where they need to go.
Sophistication is another element of brand personality that is all about elegance, refinement, and style. A company that is sophisticated is focused on creating a luxurious and high-end experience for its customers.
A great example of a sophisticated brand is Tiffany & Co. They are known for their beautiful jewelry and blue boxes, which make customers feel like they are buying something special and luxurious.
Finally, Ruggedness is a brand personality element that is all about toughness, strength, and durability. A company that is rugged is focused on creating products that can handle tough conditions and last a long time. A great example of a rugged brand is Jeep. They are known for making rugged vehicles that can handle tough terrain, which makes customers feel like they can go on an adventure and explore new places in their Jeep.
Understanding these elements of brand personality is important because it helps companies create a unique and recognizable brand identity. By focusing on one or more of these elements, companies can create a brand that resonates with their customers and helps them stand out from their competitors. For example, a company that wants to be seen as sincere might focus on creating products that are environmentally friendly or giving back to their community.
A company that wants to be seen as exciting might focus on sponsoring extreme sports events or creating innovative products that push the boundaries.
Mupeti is a creative innovator and entrepreneur. He is the founder of Daily Brand. — www.dailybrand.co.zw or on [email protected] or alternatively on +263 785 324 230.