The personification of brands: Why brands need a personality these days
In today’s world, it is more important than ever for companies to stand out from the crowd. One effective way to achieve this is to personalize the brand. But what exactly does this mean and why is it so crucial to a brand’s success?
Brand personality: what is it?
Brand personality refers to the human characteristics that are attributed to a brand. It is about designing the brand in such a way that it is perceived as a person. This can be achieved through a variety of elements, such as the tone of communication, the visual appearance and the values that the brand represents.
Why brands need a personality
Differentiation in the market
In a saturated market, it is difficult to differentiate yourself through product features or price alone. A strong brand personality helps to build an emotional connection with customers and thus stand out from the competition. In a study by Harvard Business Review, 64 percent of consumers stated that shared values are the main reason why they are loyal to a brand. This illustrates how important it is for a brand to be perceived as human and approachable.
Stronger customer loyalty
A well-developed brand personality can significantly improve customer loyalty. Customers who feel emotionally connected to a brand are more loyal and less price-sensitive. A survey by Capgemini showed that emotional attachment can increase customer loyalty by up to 33 percent. If customers feel that a brand shares their values and beliefs, they are more likely to remain loyal and recommend it to others.
Trust and authenticity
Today’s customers are looking for authenticity. They want to know what a brand stands for and whether those values align with their own. A consistent brand personality creates trust and signals to customers that the brand is honest and transparent. In a study by Edelman, 81 percent of consumers said that trust is a key factor in their purchasing decisions.
Arouse the right emotions in potential customers
A positive brand personality can not only satisfy customers, but also inspire them. As a result, customers are more likely to share their positive experiences with the brand with others, which in turn increases brand awareness. Brands such as Apple and Nike are known to evoke strong emotions of enthusiasm in their customers. These emotions contribute significantly to customers buying their products again and again and recommending them to others.
Brands that radiate security and reliability are more likely to gain the trust of customers. This is particularly important in industries where trust plays a major role, such as the financial or healthcare sector. One example of this is the Allianz brand, which creates trust and security among its customers through its communication strategy and appearance.
In addition, many people are looking for a sense of belonging. Brands that promote community and cohesion can satisfy this need and build a strong, loyal customer base. The Harley-Davidson brand is an example of how a strong brand personality can create a sense of belonging. The brand stands for freedom and adventure, and its customers feel part of a special community.
How a brand personality is created
Target group analysis
The first step in developing a brand personality is to analyze the target group. It is important to understand who the customers are, what they like and what values are important to them. This can be achieved through surveys, interviews and data analysis. A thorough target group analysis helps to understand customers’ needs and desires and to develop a brand personality that is appealing to them.
Definition of brand values
Clear brand values should be defined based on the target group analysis. These values form the basis for the brand personality and should be consistently conveyed in all communication and marketing activities. Brand values are the principles that guide a brand and determine its behavior. They should be authentic and relevant to the target group.
Visual and verbal appearance
The visual appearance of a brand – logo, colors, fonts – as well as the verbal tone – language, communication style – contribute significantly to the brand personality. These elements should be carefully selected and used consistently to create a coherent brand experience. A strong visual and verbal image helps to communicate the brand personality clearly and consistently.
Consistency across all channels
To build a strong brand personality, consistency is key. All touchpoints with the brand – whether online or offline – should reflect the same values and tone. This helps customers to better understand the brand and build an emotional connection. Consistency builds trust and ensures that the brand personality is evident in all interactions.
Conclusion
Brand personification is a powerful tool to stand out in the competitive landscape, build customer loyalty and create a deeper emotional connection. By treating a brand like a person, companies can appear more authentic and trustworthy, which ultimately leads to greater success and higher customer loyalty. Brands that manage to develop a strong and consistent personality can build a deeper bond with their customers in the long term and stand out from the competition. At borntocreate, defining brand personality is an integral part of developing new brands.
