All about brand personality: definition, examples and how to create

Brand personality ( Brand personality) is a recognizable set of characteristics and attributes that a brand displays to its customers through its performance.

Each brand has its own personality and its duty is to "establish a deep relationship and create a sense of interaction with the target audience". But what is the personality of the brandand what does it mean?

In this article, we have defined the brand personality and its importance; We have also brought the steps to create a brand personality to help you create your brand personality.

What is the personality of the brand?

Brand personality (Brand personality)is a recognizable set of characteristics and attributes that a brand displays to its customers through its performance. These traits and characteristics increase the relationship of customers with the brand and make the identity of a brand remain more in the minds of the audience.

in other words:

⟧160⟧Brand, "The concept and understanding of your business that is formed in the mind of the target audience." Brand personality is "a collection ofhuman characteristicsthat are used to describe or understand a brand."

Brands, just like people, have characteristics that distinguish them from competitors and other brands. These features also help customers to have a better understanding of the nature of the brand and understand it better.

These characteristics are conveyed to customers through the tone, values, beliefs, visual identity and performance of a brand. Also, the characteristics of the brand are defined in the form of several distinct attributes.

Pay attention to the fact that the personality of the organizational brand,What appears to be a business or similar elements is not; Rather, the organization's brand personality is the feeling that customers experience when interacting with the brand.

An example for a better understanding of brand personality

For a more detailed understanding, we examine the "Mercedes-Benz" brand that we mentioned at the beginning. From the author's point of view, Mercedes-Benz is like a skilled and reliable manager who allows only successful people in his group (company, collective or anything else).

He wears a formal dress (suit and maybe a neckerchief) whose iron line cuts the paper, wears a special and bitter perfume and always tries to cover his weakness in the best way. Mercedes-Benz with all its prestige and power, but still the fear of failure follows him like a shadow.

Now it's your turn to describe the personality of a brand to yourself. To begin with, what is your idea of Samsung's brand personality?

thinking aboutbrand personalityis so simple and attractive; But will it be so easy to create an organizational brand personality for yourself? In order to get the answer to this question, we suggest you stay with us until the end of this article.

What is the importance of brand personality?

Just as people have personality, brands also need a reliable and authentic personality to develop and communicate in order to connect with their target audience on a deeper level.

• The most important way to survive and sell a brand is to gain trust from the target audience.

So, for your brand, you should define a personality with outstanding human characteristics such as honesty and trustworthiness to give the target audience a sense of security and attract their attention.

• The influence of brand personality is so high that according toresearch, 88% of consumers only buy from brands they are familiar with and as much as possible, they don't go to buy from brands they don't know!
• To be more precise, "personaestablishes a sensory connection with the personality of their desired brand, and this interaction creates the attachment and loyalty of customers and, as a result, increases the value of the brand and the amount of sales."
• One of the important prerequisites inbrandingis the creation of a principled and correct brand personality, which will be fully explained below.

Finally, the more "details and subtleties of brand personality" are addressed, the more target audience can be attracted and a wider circle of potential and loyal customers.

What are the most important factors of a strong brand personality?

The main framework of the brand personality should complement the brand's products and the lifestyle of its target audience. Also, the personality of the brand should also display a larger concept; A concept that can create a new community of audiences!

The main factors of a brand personality generally include the following:

• Clarity:Brand personality should be clear and succinctly help the audience to understand what the main features of the brand are.
• Consistency:brand personality should have consistent characteristics that are present in all
to be reflected in the brand media.
• Relatability:Customers buy more from a brand that they can relate to its features. In this case, their trust in the brand will also increase; Therefore, the personality of the brand must have attributes that people identify with.
• Memorability:The audience should be able to recognize and remember the characteristics of the brand personality easily.

What are the elements of brand personality?

The personality of the brand is transferred to the audience through various elements. At the time of designing these elements, attention should be paid to the characteristics of the brand's personality so that each of them becomes a tool to display the brand's personality.

This work causes brand integration and building a special, new and distinct identity.

• Brand Slogan:A memorable tagline or slogan helps define the brand's personality andincreases brand awareness.
• Visual brand identity:Visual brand identitySuch as logo, font, color palettes and other things, help to know more about the brand personality.
• Brand tone:Choosing the tone and verbal values appropriate to the brand's personality makes the audience understand its features better.
• Brand values:The brand should pay attention to the values that are important to its customers. This is the most important element in the formation of the brand's personality in the minds of the audience, and if the brand does something contrary to it, it cannot maintain its credibility among them.

Read more:Brand Development Training

What are the types of brand personality models?

types of brand personality are classified according to different psychological theories. In general, these categories are divided into two subgroups: open brand personality models and closed brand personality models, and each has its own subgroups. In the following, we will examine these two models and how to use them.

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open models of brand personality

Open brand personality models, which we have divided into 3 general and simple categories, will help you achieve the most "interaction and communication with your audience" with the least complexity.

1.  Clarity

We assure you that no audience is looking to solve the puzzle; So be careful that your brand personality is not too complicated.

Design your personality so that the target audience, without spending much energy or effort, will understand what brand or product they are going to get to know.

For example, if your business is in the field of off-road vehicles, we recommend using images such as rugged terrain, harsh weather conditions, and challenging situations in youradvertisingand marketing elements to best represent the adventure and action inherent in your brand.

2. Stability and continuity

brand personalization, need for continuity and steadfastnesshas Try to be committed to the personality traits of your brand and repeat it over and over again and remind the audience.

This will strengthen your branding over time and increase your income.

3. Communication and interactivity

You must know that people only look for well-known brands whether they are shopping in person or online. The more distinct the personality characteristics of a brand, the less likely it is to be forgotten by the persona.

By receiving advice from expertsof digital marketing advertising agency, you can have a strong personality in online advertising and pay attention to more details and nuances.

Brand personality package models

personality pack models are divided into 2 subcategoriesAker brand personality modelandArchetype brand personality model:

Aker brand personality model

This model is named after its creator, Dr. Jennifer Aaker, behavioral scientist and marketing professor. This brand personality model is the most widely used brand personality model used inmarketing. In 1997, as a marketing and branding expert, Jennifer Acker published a famous article about the types of brand personalities.Jennifer Acker's articlesuggests models that were evaluated as very useful according to the tests performed.

Aker has defined brand personality types based on the following 5 dimensions:

1. honesty and sincerity (Sincerity)
2. being exciting (excitement)
3. superiority and competence (competence)
4. elegance and charm (sophistication)
5. being strong and solid (ruggedness)

• honesty and sincerity

The more honest the brand personality gives to the target audience, the more reliable it is and the better it stays in the audience's mind.

There are many ways to build trust and honesty between the brand and the audience; For example, the more the audience knows about the backstage of the desired product; He gets a feeling of closeness and belonging more with the products of that brand. Attributes attributed to this brand personality model include things like honest, happy, lively, healthy, down-to-earth, compassionate and reliable. Audiences connect with this brand personality model because of their ethical behavior and commitment to society and consumers.

A brand whose personality is based on the dimension of honesty and sincerity often emphasizes supporting consumers, answering customer questions, and committing to social responsibilities. This brand avoids entering the margins and controversial issues. He also considers himself a part of society and tries to fulfill his responsibilities in the best possible way. Because of this kind of behavior, people consider it as an honest and reliable brand.

Example:Patagonia clothing brand (Patagonia)

• being exciting and exciting

This dimension includes brands thatThey are creative, inspiring, bold, up-to-date, progressive and energetic. For this reason, even when designing the visual identity of these brands, they go for colorful logos and strange fonts. They also do unexpected things and attend exciting events for advertising. Sports competitions are the best place for the presence of this type of brand personality model.

The exciting and exciting brand personality model is known by thinking outside of the box (think outside of the box) and the best way to communicate with its consumers is to excite and inspire.

Example:Red Bull drink brand (Red Bull)

• superiority and merit

The dimension of superiority and competence primarily means reliability, responsibility, intelligence, expertise and ability. Consumers should feel that this brand is superior and more worthy than competitors based on the performance of the brand's products or the experience of using its services and how the organization behaves in society and the market. This brand personality model always emphasizes the quality of products and its advanced production method. The feeling it conveys to the audience is the expertise of the brand and its reliability.

Example:Apple (Apple)

• elegance and charm

Elegance and attractiveness is another dimension of Aker brand personality model. Consumers identify this dimension with attributes such as luxurious, attractive, glamorous, and luxurious. From this dimension, the brand is mostly used for companies that are engaged in producing products or providing luxury and high-priced services, such as watches, clothes, food, restaurants, hotels, cars, medical equipment, airline services, and jewelry. Also, the products whose target audience are women go to this aspect of brand personalities more than anything else.

Example:Louis Vuitton (Louis Vuitton)

• being strong and solid

Jennifer Aker in the discussion of "being strong and solid" emphasizes that in introducing the personality of brands such as "Patagonia", "Yeti", "Jeep", "Levi's" and "Jack Daniels", bold images and powerful titles and slogans should be used and instill a sense of adventurous life into the audience. This type of brand personality is known with attributes such as resistance, flexibility, durability and tenacity. In general, this dimension has a lot of emphasis on masculine traits and living with courage. The general purpose of choosing a strong and strong brand personality is to convey a specific message to the audience; This message is that the products of this brand are made with the utmost durability for those who are brave, want to take more risks, and their ordinary life is boring.

Example:Jeep and The North Face

researchshows that the more and more accurately you use these 5 basic principles in the design and development of brand personality, the more effectively you will convey the identity, value and nature of the brand to the target audience.

Clearly, the better and more principled the presentation of the brand's personality is done, the deeper the connection between the brand and the target audience and the greater the audience's loyalty to it.

model of archetypes orArchetype

In the history of humanity, some instincts and thoughts, like repeated experiences, have occurred many times in human life and become a part of their unconscious.

These repeating patterns are called archetypes.

archetypes are the same "behavioral and contractual patterns" based on which we divide people's behavior into different types.

As classified by Jung, the theorist of analytical psychology, these archetypes are divided into "12 different models", which we will briefly mention below.

Choosing the brand archetype is the path that leads you to know the brand personality. To learn more about the types of brand personality based on this theory, we suggest the blog post "What are the types ofbrand archetype?" read the Also, to get more detailed information about each of the archetypes of the brand, you can read the article written specifically for it.

Detailed reviewArchetype of the outlaw brand

Detailed reviewHakim brand archetype

Detailed reviewArchetype of the hero brand

Creating brand personality

Before creating ideas to create a brand personality, you should first determine the type of product, target audience and strategy.Establish communication with the audience. We have included these in 5 golden steps, each of which will be explained in detail below:

The first step: identifying the target audience

The first step to successfully creating a brand personality isunderstanding your target audience. For this, it is enough to have acomprehensive and complete market researchof your audience and examine the following:

• Demography

Obtaining estimates of age, sex, place of residence, education, income, etc.

• Psychology

Familiarity with values, lifestyle, attitudes, interests and beliefs

• Behavior

Discover buying patterns, consumption habits, shopping preferences and priorities, level of brand loyalty, etc.

Now that you have a better understanding of your target audience, it's time to create a "fictional buyer persona" for yourself.

This imaginary buyer should have all the key characteristics and motivations of your ideal customer. Make sure that you pay attention to "the sensitivities, needs and wishes of the audience" in your strategy and look for a way to provide them.

Second step: Identifying the top brand features

What is the competitive advantageand the distinguishing feature of your brand? Evaluate your products, services and brand history. One of the best methods is to re-examine "the main story of the brand, its values and initial patterns".

Take a look at suggestions and criticisms and analyze your strengths and weaknesses again and again.

Then go for your brand image in the market. See what your customers think about your brand? Why do they think your brand is unique or why are your products worth buying at all?

When you go to create a brand personality, you should try to give real answers to all these questions.

In the previous 2 steps, you have gone through all the possible ways to get to know the features and needs of your brand.

Now it's your turn to go to your competitors and get inspired by the "special tricks they used to create brand personality".

Analyze successful and failed strategies and avoid creating duplicate characters!

The third stage: characterization and personality processing

Which characteristics would you prefer your audience to know your brand by? Are you focusing on creativity and innovation like the Lego brand, or are you looking to revolutionize the market like the Apple brand?

Check out the article "Types of Brand Personality Models" and make a list of the top features you want. Try to include what you present to the audience in your brand's personality traits and not what you decide to add to your brand in the future.

The more you commit to the principles of "archetypes", the more flexible you create a personality and the more chances you have to improve and process it.

Fourth step: creating a personality statement andBrand style guide

Brand personality statement is "a brief and clear description of the personality that a brand wants to convey to its target audience". This statement should be easily understandable and include the mission, values and main characteristics of the brand.

The fifth stage: integration and completion of the character

In another final step, it's time to implement the salient features you've chosen for your persona into your website, social media, marketing campaigns, and more. Try to accurately record and evaluate the feedback and the level of communication of the audience at each stage.

The more you focus on matching and characterizing your brand, the more your brand will grow and develop. Of course, this work requires a very good skill so that character improvement does not turn into change.

Flexibility and alignment with changing customer expectations guarantee your brand's long-term success. To maintain a competitive edge, keep an eye on your competitors and how their brand personality is evolving so you can adapt and improve as needed.

Read more:What is brand identity?

personality examples of famous brands

In order to better understand the brand concept, we will examine the personality of the best Iranian and foreign brands:

Starbucks brand personality

Starbucks has based its brand personality on "Intimacy" and "Competence".

"with every cup, with every conversation, with every society"; Based on this slogan, it can be recognized that this brand targets a wide range of audiences and instills the feeling that it will be with them always and everywhere.

Chituz brand personality

Chitose has a brand personality of "Happiness" and gives its customers the feeling that they can have a happy time with Chitose products.

Apple brand personality

Apple's brand personality is a combination of "reliability, sophistication, competence and excitement". Apple gives its customers a sense of simplicity and creates a sense of belonging in them.

Leave your brand personality design to the professionals

Nike brand personality

Nike brand personality is formed around sports culture and strengthening of will power. These personality traits are reflected in the logo, slogan and advertising campaigns of this brand; For this reason, the Nike brand has been able to gather a large community of athletes and fans of this lifestyle; People who want to overcome difficult tasks by strengthening their determination.

Kale brand personality

Kale brand personality is created from the combination of features such as high quality, innovation, health and deliciousness. These features are reflected more than anything else in the new products of this company.

Adidas brand personality

Adidas brand personality is known for innovation, high performance and combining sports applications with modern fashion. Also, this brand is more than any otherSomething protects its sports authenticity, and besides that, protecting the environment and fulfilling social responsibilities are important to it.

The sum of these features attracts the attention of the young and energetic audience of this brand.

Gucci brand personality

The personality of the Gucci brand consists of attributes such as luxury, boldness and innovation. These attributes are displayed with bold designs and attention to fashion charms.

Gucci, by combining classic Italian art with modern innovations, has been able to embody the spirit of relying on self-confidence and the avant-garde way of thinking; A character that is attractive to leading people.

Leave your brand personality design to the professionals

Now that you understand the importance of brand personality for your business, to get the best results, we suggest you leave it to the most professional strategists.

Iran Navin Advertising Center, as the country's largest advertising agency, offers various services for business branding in cooperation with the most creative and experienced strategists.

To get more information and get expert advice and getbranding strategy services, you can contact the experts ofKanun Predadas⟧836⟧ Iran Novin,call.

Last word: by designing the right brand personality, be sustainable

In this article from the advertising and branding training magazine of the new Iran center, we said thatwhat is brand personality,what are the types of brand personality and we examined the stages of brand personality design. A matter that attention can improve the position of brands in the market; In other words, any brand that wants to be a leader should not forget these points!

The high quality of the services or products you provide, good and honest interaction with customers, market monitoring and being up-to-date will play a very vital role in your progress, but before all these things, you must define the correct brand personality for yourself and your target audience.

sources:

Hubspot|Adobe Express