Ramotion Blog

The Power of Brand Personality

Brand Personality is what attracts consumers to your product. It’s the soul of your business, the personality of your company, and what defines the character of your work.

11 min read

Creating and shaping an effective brand personality will drive your business, earn you more, and provide a selling point that’s unique to you.

Your brand personality elicits an emotional response in a specific consumer segment, with the intention of inciting positive actions that reap a benefit.

The Importance of Brand Personality

Whenever you meet someone for the first time you learn a great deal about their personality, vibes, and traits that are positive to you (and how good or bad their jokes are). There are as many types of brand personality as there are different people, and when learning about a company or business, consumers form a perception of brand personality traits in much the same way they do about a person.

At Ramotion, we understand the importance of creating a strong brand personality.

So how does having a strong brand personality help you market your brand in the best way?

It sets you apart from the competition.

You want your brand to stand head and shoulders above the competition. Different target audiences will respond to different personalities and having a diverse and unique brand personality model will give you versatility that’ll help you appeal to a wider audience.

It demonstrates all the best traits of your brand.

Think back to the personality traits of a person. What attracts you to their personality?

Traits such as confidence, attentiveness, and trustworthiness will give that person greater appeal. Similar traits will go a long way in building confidence with customers in much the same way. We all like someone who shows they care about us, right? Communicating this with your customers will have a very similar emotional impact.

Connecting with your customers on an emotional level, will give you a distinct advantage over competitors unable to tick the same boxes.

It forms built-to-last relationships with your brand.

A fantastic example of brand personality driving sales came from that company we’ve all grown to love–Apple. When Apple was looking to push the stylish and modern Mac, it used Justin Long as a human representative. This young and trendy representation of its brand enabled Apple to hit its target range of consumers and undoubtedly helped boost the product into what it is today.

Demonstrating a brand personality strategy similar to the way Apple did is an excellent example of how to leverage brand personality, as it allows the consumer to identify with the personality and not just the product.

It conveys your brand message.

Think back to a product you enjoyed as a child. How does that memory make you feel? Certain tastes or smells can evoke different emotions. When launching a new product, you can expand your reach by assigning similar personality traits to evoke emotions the same way. Establishing a message that entices human emotions will form a deeper connection with consumers.

There are many different brand personalities sending different messages. For example, a brand selling grandma's home-baked cookies is likely to possess traits of warmth and comfort, while a brand selling hiking shoes will personify toughness and ruggedness.

A strong brand personality will convey your brand's message and enable you to turn customers into lifetime followers.

It sets the tone for your brand.

Setting the tone for your brand goes a long way toward establishing marketing strategies. For example, if you’re looking to create a feeling of confidence and trust within your brand, this must be embedded in your brand personality in order to ensure customers receive the same message.

The personality of your brand is ultimately how you want your brand to behave. The tone of your brand needs to be cohesive with marketing strategies to ensure your brand doesn’t wander off the path of achieving your goals. In other words, your brand personality framework needs to remain intact so that customers can maintain a deep connection.

Brand Personality Examples

Brand personality is everywhere in the corporate world. Many successful companies out there today wouldn’t be at the top of the ladder if it weren’t for their development of a strong and resonating brand personality.

Below are a few different examples of various types of brand personalities that have propelled each company toward the top of the corporate world.

Dove

Look at the above logo. What traits do you see displayed here? What emotions come to the surface? The Dove logo and the marketing the company uses to help boost its product sales are centered on warmth, softness, and sincerity.

The logo uses soft colors and an intricate font to help keep its brand personality cohesive with its marketing. These brand personality traits examples act the same way human traits do in that they activate different emotions and feelings a customer has towards the brand.

Through this use of brand personality as a marketing weapon, the company attracts feminine customers as well as targeting families and customers looking for products to help them wind down and relax.

Chanel

Chanel is a good example of a strong corporate brand personality because it clearly works to form connections with a very specific target audience. The logo uses a strong and bold font combined with a unique logo in order to display traits of strength and sophistication.

Chanel uses marketing geared towards an upper-class, glamorous, and trendsetting target audience to attract a high-spending customer base. Similarly to Dove, Chanel has not gone through any major rebrandings, meaning that the class and elegance of its personality has clearly stood the test of time and formed a deep connection with its followers.

Trader Joes

Wouldn’t you love to be on a dinner date with Trader Joes? It’s playful, vibrant, healthy, unique, and playful.

Okay, obviously we can’t experience any true interaction with the brand, but that’s the power of brand personality. Trader Joes is another perfect example of a company that hits a specific audience through displaying obvious character traits that will appeal to its customers the same way an exciting new friend or date will.

We saw the way you were looking at that font.

Apple

Would it be fair to dismiss the mighty Apple from any article discussing brand personality?

Absolutely not.

Apple is a timeless company that’s used brand personality to push it to the top of the tech ladder almost since the birth of its existence. Think about a stylish, sleek, stellar looking individual with a charm that’ll sweep you off your feet. That’s Apple. The company has demonstrated these traits to push it ahead of the competition and really hit home with a consumer base that’s looking for style matched with elegance and a sophistication that’s tough to parallel.

Name a company that does it better? Didn’t think so.

Disney

Close your eyes and imagine Disney as a person. What do you feel?

Excitement, happiness, a sense of calm and mystery. Disney is another example of a timeless brand that has appealed to many ecstatic fantasy chasing customers since its creation in 1923.

Perhaps the most incredible aspect of Disney’s brand personality is its ability to hit such a wide customer base. I remember when I was a child, watching the adverts and experiencing the theme parks made me feel exactly the same way it does today. The brand has remained cohesive with its original framework and this has enabled it to grow exponentially into the behemoth it is today.

How to Mastermind your own Brand Personality

We’ve learned about the role brand personality plays in a successful business, and now we’ve created a list of steps on how to create brand personality that will propel your business ahead of the competitors.

Your brand personality should be one of the first things you come up with as it will give you a framework to build around, and will provide you with a consistency that enables you to achieve brand recognition and long-term customer loyalty.

It doesn’t matter whether you’re diving into creating a brand personality for the first time or you’re looking to revamp an existing personality. The 5 steps listed below will provide you with the roadmap you need to mastermind a brand personality head and shoulders above the competition.

1. Decide on your Values

As human beings, our values shape who we are and what’s important to us. In much the same way, values play a huge role in shaping who your brand is and how your brand acts in a competitive world.

Think about your core values. Who is your target audience and what will matter the most to both your brand and your customers. Once you’ve come up with a list of the values you want to center on, create a value statement. This will be the foundation of your brand’s personality.

Create a brand personality statement and center your values around it. This will ensure your marketing remains consistent with both.

2. Get Inspired by your Audience

Your audience is everything. They are your customer base, the engine to your business, and ultimately the ones who will make or break your business. Consistency is another key thing to remember here as your audience will remain passionate about your brand as long as it remains something they can relate to.

Take REI for example. REI does a wonderful job of focusing its entire personality and marketing on the outdoors. If the company was to suddenly switch to office employees, the brand would lose its consistency and a large portion of customer interest would be lost.

What are the preferences, behaviors, and expectations of your target audience? Try to collect data on your audience and do some brand personality analysis to ensure you have a strong understanding of buyer persona. To better understand this, ask questions such as:

  • Does my audience care about sustainability or luxury?
  • What do they care about?
  • What are their likes and dislikes about competitor brands?
  • What do they do in their free time?

Gather this information and use it to inspire yourself to create a brand personality that connects on an emotional and intellectual level with your consumers.

3. Question yourself as if your brand was a human

Now you’ve built an idea around what makes a strong brand personality, it’s time to ask a few more important questions. Again, take a look from the outside in and imagine your brand as if it were human:

  • What is my brand interested in? What hobbies would it have?
  • What excites my brand?
  • What scares my brand?
  • Why does my brand behave the way it does?
  • What or who is my brand interested in?

Some of these may seem a little difficult to answer but do your best as this will give you an even more concise idea of what makes a strong corporate brand personality that will become the flavor of your entire brand.

If you’re able to describe in good detail who your brand is, you will be able to create consistent marketing plans that’ll allow your audience to connect with your brand on a deeper level.

4. Create a brand guide for new team members

Undoubtedly you will have people helping you on your mission to create and grow your brand. It’s important to ensure your teammates understand the personality your brand is striving for.

Look to create a brand personality chart where the key characteristics and traits of your brand are clearly listed. This will enable the people you work with to remain on the same page as you in order to achieve consistency.

For example, if you have a marketing team, it’s essential that they understand the style and character you’re looking for. A brand personality list will ensure your brand personality marketing remains on point with what you’re trying to achieve and consistent with the consumer audience you’re trying to appeal to.

5. Iterate

As we’ve already stressed, consistency is key in developing a brand personality that’s built to last. However, you should remain open to iterating on your personality if you feel it no longer serves your audience.

The personality of a company can change with a changing market, but you’re changes should remain somewhat subtle and not over aggressive. For example, if your audience begins to feel your approach is slightly aggressive, you can tone things down by adjusting certain colors or using lighter or calm language across your marketing channels.

Making sure these adjustments remain consistent with your initial brand personality is essential because how you look to your customers is ultimately the most important thing in your business. The more emotionally invested your audience is, the more likely they are to stick around.

The Path to Success

With the insights and steps listed above, you’re well on your way to creating a brand personality that helps propel your business to the top of the ladder.

It’s a competitive world out there, but having a brand personality that shapes the foundation of what you want your business to look and feel like will build something that everybody wants to follow.

Your brand will be someone that everybody wants to hang out with.