Developing Brand Personality
WHAT IS BRAND PERSONALITY?
Brand Personality is a set of human traits associated with a brand. If your brand was a person, how would they behave? How would they speak? What clothes would they wear? If you think about some of the top brands, it is usually not too difficult to associate a personality with each one. For example, Nike’s personality is exciting, active, and inspirational. Apple is artistic, sophisticated, and creative. Amazon is sincere and competent.
WHY IS BRAND PERSONALITY IMPORTANT?
Brand Personality helps with communicating and connecting with customers. We live in an information-rich and time-poor society with a plethora of options when it comes to purchasing, so the old method of judging products just by features and benefits hardly works anymore. Oftentimes our individual preferences for brands lies in who we define ourselves as. When evaluating brands we consider things such as:
- What does it look like?
- What kind of people buy it?
- What do other people say about it?
- Who makes it?
- Do I trust the maker?