Brand Personality

While it is true that your family and friends each have memorable personalities, so do your favorite brands.

It is a natural trait to make sense of things by assigning human characteristics to your favorite brands. We seek connections and make associations that are both descriptive and evocative. It is basically how you would describe a brand if it were a person. As brand owners, we have the responsibility to create a brand personality. And then we must consistently leverage that personality across messaging, brand image, design, and marketing campaigns.

Why does it matter?

A strong brand personality helps you connect with your target audience, stand out from competitors, and guide your marketing actions. Done well, your brand personality is a differentiator—one that stands the test of time since it is unique and authentic.

Personality Dimensions.

Jennifer Aaker, a leading author and professor at the Stanford Graduate School of Business, defines five brand personality dimensions: sincerity, excitement, competence, sophistication, and ruggedness. There are many traits that fall under each dimension. For example, intelligence, dependability, success, and conscientious all relate to competence. Most brands predominately fall into one of these dimensions. As examples, Hallmark or FTD fit with sincerity while Red Bull, Nike, or Universal Studios are emblematic of excitement. Competence might be Toyota or UPS. Sophistication would be a top dimension for Apple or Rolex. And there are several rugged brands: REI, Ford trucks, Timberland boots.

Steps to define your brand personality.

  1. Develop or refine your brand’s core values—basically who you are and how you would act.
  2. Validate a tight fit with your target audience. Your brand personality must resonate with your primary buyers.
  3. Define your brand personality by things you would and would not do, as if the brand were a person. Answers to these questions can shape your final brand personality statement.
  4. Create a brand style guide to provide a playbook for imagery, colors, voice, and messaging.
  5. Educate your fellow employees, particularly sales and marketing, about your brand personality. You will enhance the consistency of your brand across all touch points with consumers and customers.

At Forge, we thrive on helping clients get to the next level. We have worked with many clients building growth plans that are grounded in brand differentiation and consumer benefits. And yes, we are believers in a unique brand personality.

Our first and last step is to always bring the conversation back to strategy. Who is your primary target audience and what do they care about most? How does your product meet and exceed their needs? How do we maximize the market opportunity and optimize return on investment? 

Importantly, we are pragmatic, focused, and energetic. We get assignments done well, and quickly.

Take the first step to a more successful business today.

1.    Hit “LET’S TALK” to schedule a free 30-minute discussion. No pressure – we promise.
2.    We’ll provide real-world case studies showing the process in action.
3.    If we’re a fit, we finalize the details and get started!

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