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Personification Exercise- Brand personality

Monday, December 19, 2011

Personification Exercise- Brand personality

 Have you ever try to study personality of your brand or business, what is stand for and what does people think of it? Do they perceive it the way you want to communicate or some different image in their mind? Brand personality is emotional association with brand. Brand personality indicate the kind of relation brand have with customer. Brand personality is the way a brand speaks and behaves.

 Investopedia explains 'Brand Personality' Customers are more likely to purchase a brand if its personality is similar to their own. Examples of traits for the different types of brand personalities:

  • Excitement: carefree, spirited, youthful 
  • Sincerity: genuine, kind, family-oriented, thoughtful
  •  Ruggedness: rough, tough, outdoors, athletic 
  • Competence: successful, accomplished, influential, a leader
  • Sophistication: elegant, prestigious, pretentious

 Let see how to find out the brand personality.

  • Define the personality strait: first of all you decided how you want your brand to perceive. For that you first decided your target group. If your target group is business man who are successful, ambitious and powerful person. Does your brand have these characteristic to which TG get associate them?

  •   Brand name & logo: if my brand is human character than what would be the name of the brand? Think if you speak Mcdonal or Raymond what’s comes in your mind? this way the name define the personality of brand. 
  •  Who is my brand: what’s my brand human characteristic? My brand is he or she? If she than the characteristic should be feminine such as Dove soap a soft or Marlboro a masculine image associated with it. 
  •  How to communicate: other challenge is right communication mix to be use. From the brand name and logo, packaging esthetic should be in line with the product personality. Even media selection should as per the brand personality. If you see the product which target the youth, for example Fastrack, product design, colors are very bold and appeal to teenagers, the communication of the fastback is also attack to teenager. The media selection if you see Fastrack’s association with MTV which is most viewed channel in young generation, it’s well define the youthful connect to brand. Either if we think about some brand there is one image of that brand in our mind. Company spends lot money in advertising to communicate certain image of the brand.