Brand Personality And Consumers
Brand personality is the way a brand speaks and behaves to its consumers. A brand’s personality is like a set of human characteristics that one would associate with the brand, which allows their consumers to relate. Customers are more likely to purchase a brand if its personality is similar to their own as it gives the opportunity for consumers to make a connection with a particular brand. A brand’s personality stems from a companies understanding of their market so well that the brand actually starts to embody the traits their consumers hope to see in them.
It means assigning human personality traits to a brand to make them different from their competitors, and more relatable to their consumers. These personalities are consistent across the brand, with their employees to their packaging. Much like human personalities, they are built over time, and are created through consumer experiences with the brand.
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Brand personality is an evolution of brand identity, it is more than a companies logo, typeface and tagline.
It’s about playing to a particular emotion in your consumers and being able to evoke that emotion when ever they see you. It is what makes the brand likeable. Take Disney for example, Disney is like a young child with a very wholesome imagination. They believe in magic and makes life fun at any age. Their personality is very enchanting and joyful. There are five main types of brand personalities: excitement, sincerity, ruggedness, competence and sophistication. Excitement: carefree, spirited, youthful – Disney
Sincerity: genuine, kind, family-oriented, thoughtful – Dove Ruggedness: rough, tough, outdoors, athletic – Tough Mudder Competence: successful, accomplished, influential, a leader – Apple Sophistication: elegant, prestigious, pretentious – Rolls Royce Some examples include Marlboro cigarettes being very masculine while Vogue slim cigarettes are very feminine. A more common example that almost everyone will remember are the “Buy a Mac” advertisements. Apple have made a strong advertising campaign promoting their brands personality.
The PC representation is played by an older, more corporate personality while Mac is being shown as younger, more trendy and casual, and even easier to connect with. Brand personality not only includes the personality characteristics, but also the demographic features like age, gender or class and lifestyle. Personality traits are what the brand exists for. A brand personality is something to which the consumer can relate, and an effective brand will increase its brand equity by having a consistent set of traits. Take a look at The pepsi cola company for example.
They have Diet Pepsi and Pepsi max, which are both just sugar-free low calorie versions of the Original Pepsi. Pepsi max was created when marketers realised Diet Pepsi was seen as too feminine and sophisticated to appeal to most men. Pepsi Max’s brand is more masculine, with exciting and rugged traits. Having a brand personality is important to appeal to consumers. Consumers are more likely to purchase products from a brand that they connect with, and companies are always searching for ways to create strong emotional brand connections with their consumers.
One way to accomplish this is to match the brand’s personality with the consumer’s self. This is driven by the fact that these connections lead to higher levels of consumer loyalty, which then increases the companies financial performance. Consumers with particular personality traits often like to see similar traits amongst their favorite brands. According to the five-factor model there is five dominant traits found in human personality, including: Openness to experience, Conscientiousness, Extroversion, Agreeableness and Neuroticism. A consumer’s personality is often a combination of these traits, with some being more principal than others.
The traits found in the five-factor model have been shown to impact consumer behaviors such as buying, bargaining, compulsive shopping and even commitment to environmentally friendly products. Just like a humans personality affects their relationship with you, it is much the same with brands. Consumer researcher Susan Fournier proposes that the overall quality of the relationship between brand and consumer can be describes in the following ways.