Brand personality is the human personality associated with a company or product, creating an emotional connection with customers. Marketers use traits like trustworthiness and excitement to make products relatable, creating a lifestyle choice for customers. Developing brand personality requires market research and emotional responses from customers.
Brand personality is defined as the human personality associated with a specific company or product, which helps transform a simple product into a lifestyle choice. These traits provide the connection between a customer and a firm that encourages the customer to return to a specific firm to satisfy her needs or wants. This is typically developed through marketing, both in the types and content of advertisements and where a product is marketed.
Marketers for specific businesses and products often attempt to associate the organization, service, or product with human traits to make the subject matter relatable. The most common characteristics attributed to a brand include trustworthiness, fun and excitement, as well as smart, sophisticated and youthful. Outside of specific traits, brand personality often aims to create a lifestyle for customers by subconsciously convincing them that by purchasing a specific brand, they themselves are associated with those same personality traits. Once the business starts excelling for its specific product, the same product can be branched into other areas to create a kind of culture for the customers. Outdoor sports companies that sell everyday clothing and homewares are a great example of how brand personality can expand into a lifestyle choice.
Specific traits connect with a client on an emotional rather than a practical basis. Introducing a customer-attracting personality allows a product or company to encourage customers to choose their specific product over other similar products that can meet the same basic customer needs. This not only helps in attracting new customers but also in increasing the repeat customer rate. For this reason, brand personality is also one of the primary means of developing brand loyalty, which is essential for building an established and successful company.
Brand personality development is often tricky, as customers typically don’t respond to being told what to think. Advertisers spend enormous amounts of time researching images, words, and even colors that can elicit an emotional response from a customer. A company that wants to be seen as trustworthy and knowledgeable typically uses commercials, print ads, and internet advertisements that convey a smart yet approachable look. Similarly, companies that aim to appear adventurous, young, and hip often use bright colors, quick images, and short sentences to develop this personality type.
Creating a brand personality also depends on choosing what type of customer will use a product, and then determining what that customer base will relate to in a business. This information is typically obtained through market research and customer surveys. Companies that sell products or services that target a certain generation or group in society, such as 20-30 year olds or parents, will typically work to develop a brand personality that fits that generation’s wants and culture.
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