Brand Personality: Definition, Examples, And How To Define Yours

By Author: Nouman
Total Articles: 2
Comment this article

Humble. Blissful. Serious. Enchanting. Provocative. They may be words that we normally use to portray an individual's character qualities, yet can likewise promptly apply to mark characters.

Our character decides if we enchant or disturb individuals, move them or send them running for the slopes, or past! A brand character is the same. A solid, clear cut character refines a brand, making it both particularly unique and engaging in the present jumbled commercial center.
What is brand personality?

Basically, brand character is how a brand is represented; the amount of its personal, mental and standards of conduct that stay one of a kind throughout the span of its lifespan[1]. They are the human qualities and attributes that purchasers connect with.
As per marking master Jean-Noël Kapferer, "brand character satisfies a mental capability. It permits customers to either relate to it or undertaking themselves into it. Brand character is likewise the primary wellspring of tone and style of advertising.
A brand's character is a component of the brand personality. It tends to be communicated through ...
... its manner of speaking, correspondence style, and ways of behaving, while effectively developing customers' discernment through its in-market correspondences.
Why is brand personality important?
We face a daily reality such that brands climb over one another to resound truly with crowds, anyplace you look! Thusly, having a handily recognized and appealing brand character is fundamental to keeping a brand's DNA sound.
Furnishing a brand with explicit person qualities will make it more human. Purchasers will feel worried by its way of behaving and esteems. They will feel like they are conversing with one individual, which will produce connection to the brand.
A first rate brand character assists with expanding a brand's value, recognizing a business or association from its opposition while keeping up with (or developing) an edge in the commercial center.
The Aaker Model: Brand personality dimensions

The Brand Character Structure was created by Stanford showcasing and brand master Jennifer L. Aaker. In a fundamental article distributed in the 1997 Diary of Promoting Exploration, she gives a construction to contemplating brand character through a five-layered model[3]. These aspects are:

Earnestness: this character type will in general be moral, dependable, and sensible, like Patagonia
Energy: these brands are many times intense, innovative, and lively, similar to Red Bull or Tesla.
Capability: marks that fall into this character type are astute and dependable. Think Volvo or Microsoft.
Refinement: these brands, as Chanel or Apple, are many times high society, stylish, and enchanting.
Roughness: rough brands like Harley-Davidson and Land Wanderer will more often than not be outdoorsy and intense
A brand's character includes further characterize each aspect with more subtlety, and it is this subsequent blend of qualities that recognizes and distinguishes a brand.

How does a brand personality come to life?

A brand's position on the planet, similar as an individual's, is generally directed by its character. A brand's character chiefly shows signs of life through (1) its visual and tangible personality, (2) its correspondence style and manner of speaking, and (3) how it acts.
Brand character is addressed through its visual and tangible personality
Logo, brand tones, typography, symbolism, and other visual components like delineation or photography styles. A solid character has an immediately conspicuous look. What tone do you connect with Coca-Cola, for instance? The right response is, obviously, red.
The character of a brand can likewise be seen by means of different faculties. For instance, the exciting character quality of the brand could show signs of life by means of an olfactive encounter (like ladylike and complex in-store scent).
Brand character is communicated through its correspondence style and manner of speaking
This is the means by which a brand sounds, whether through composed or sound-based correspondences. A brand's voice, tone, tenor, and disposition are totally characterized by its center character qualities.
Brand character is exemplified in the manner a brand acts
The brand character personality ought to be clear in the manner a brand acts comparable to its place inside the world. This is the manner by which brands assemble significant associations with their shoppers and clients.
Instances of brand characters in reality
Contextual analysis 1: Nike
Brand character: Energy
Assuming we utilize the Aaker model to look all the more carefully at sports brand Nike's character, we can rapidly recognize that it has a person loaded up with fervor.

Nike's character oozes fervor and energy from its cunningly named "Swoosh" logo and presently unbelievable "Get it done" slogan, directly through to its item plan and variety decisions. Nike tries to draw in similar customers who try to a cheerful and trying lifestyle. It's about far beyond item elements and advantages!

In a Harvard Business Survey article, Nike's Chief, Phil Knight says, "Our publicizing attempts to connect customers to the Nike brand through the feelings of sports and wellness. We show rivalry, assurance, accomplishment, tomfoolery, and, surprisingly, the otherworldly awards of partaking in those exercises."
Contextual analysis 2: Apple
Brand character: Refinement
Looking at tech-giant Apple, we can see that modern brand personalities can be composites of the five dimensions provided by the Aaker model. Apple is all-at-once reliable, exciting, competent, and sophisticated.
However, if we were to choose one definitive personality trait, we’d likely choose sophistication.
From its sleek and often-replicated product design to its premium price point, the way the brand presents itself and is perceived by consumers has guaranteed Apple a fierce customer loyalty rate of 90% for the past three years

Conclusion
A solid, clear cut, appealing brand character is essential to developing an enduring connection between an association and its crowd.
As people, we will generally float towards brands that address our goals on the planet, and address them in. We hope to brands to assist with characterizing us, whether through the garments we wear, the innovation we use, or the food we devour. A character helps make it simpler for brands to arrange the buy choice.
We've taken a gander at the Aaker structure, and how that can make it simpler for us as advertisers to characterize brand characters. We've likewise offered three remarkable contextual investigations that exhibit the worth of the brand character model (Nike) yet additionally indicate a portion of its limits (Apple, Starbucks); maybe the consequence of 25 years passing since it was distributed.
By tackling a special arrangement of character qualities, a brand can extend itself past its items' simple elements and advantages into a far more profound and more significant relationship with its clients.

QC digital is a prominent innovative and creative company based in Perth, Australia. We have assisted start-ups, challenging brands and business leaders to discover the values that are worthy of believing in their business. Passion, ingenuity and innovation inspire us to place your identity and product at the core of innovative solutions to communicate them via every brand behavior, engagement, and experience. We are a certified company that uses business as a positive influence on the community