BRAND PERSONALITY & 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. 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...
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