Personality is what makes us humans interesting. If someone has a great personality, we are naturally drawn to them.
When it comes to your brand, personality works in the same way.
Like people, a brand without a personality is dull, and has no appeal. Furthermore, a brand with a personality that feels false for the audience can actually turn them away.
However, when a brand has an authentic personality that resonates with its audience, then they’ll be drawn to it.
The Psychology of Brand Personality
Defining and developing a brand personality is a concept rooted in classic psychological profiling.
As personality traits are ultimately human traits, the best way to develop a brand personality is to think of it as a person.
This is where a skilled Marketing Psychologist comes in. By crafting a human brand personality, you can relate to, and connect with the audience emotionally, laying down the foundation for a meaningful relationship.
Iconic Brand Personality Example
The radiant, fun loving brand personality of Coca-Cola brings the brand to life, connecting with consumers carefree spirit and inspires enjoyment.
The brand has done this by appealing to consumers sense of excitement and aligning itself with happy moments, such as Christmas and summer holidays to ‘share a Coke’.
Coca-Cola consistently displays happy and magical characteristics in their advertising and communications which we associate with enjoyment and happiness.
Developing an Authentic Personality for your Brand
Your brand personality must be authentic to your business and must be underpinned by your value proposition and the customer experience.
Brands with a strong, clearly communicated personality are more likely to resonate longer with consumers. Its human characteristics will make the brand relatable and differentiate it from the competition.
As such, a brand personality plays a large role in driving customer acquisition, preference, and nurturing brand loyalty.
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The takeaway: a carefully crafted brand personality is a marketing departments secret weapon
Contact Melissa Mawby, Marketing psychologist for a free initial consultant about your brand’s personality
