Humble. Jubilant. Serious. Charming. Provocative. They might be words that we usually use to describe a person’s personality traits, but can also readily apply to brand personalities.
Our personality determines whether we charm or irritate people, inspire them or send them running for the hills, or beyond! A brand personality is no different. A strong, well-defined personality humanizes a brand, making it both distinctly different and relatable in today’s cluttered marketplace.
What is a brand personality?
Simply put, brand personality is the way a brand is personified; the sum of its emotional, psychological and behavioral patterns that remain unique over the course of its lifespan. They are the human characteristics and traits that consumers relate to.
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According to branding expert Jean-Noël Kapferer, “brand personality fulfills a psychological function. It allows consumers to either identify with it or project themselves into it. Brand personality is also the main source of tone and style of advertising.”
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A brand’s personality is an element of the brand identity. It can be expressed through its tone of voice, communication style, and behaviors, while actively cultivating consumers’ perception through its in-market communications.
Why is brand personality important?
We live in a world where brands clamber over each other to resonate authentically with audiences, almost anywhere you look! Therefore, having an easily distinguished and attractive brand personality is vital to keeping a brand’s DNA healthy.
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Providing a brand with specific character traits will make it more human. Consumers will feel concerned by its behavior and values. They will feel like they are talking to one person, which will generate attachment to the brand.
