Brand Personality

How to build a unique brand

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 What is a Brand Personality??

It can also refer to demographic characteristics

like gender, age, and social class.

Brand personality refers to the

human characteristics which
are associated with a brand Brand personality is what makes the brand
that helps to communicate human in the eyes of the potential
core values and message customers
to the consumers.
It helps in creating an immediate and
sustainable point of differentiation in the
marketplace

Not having a well defined personality, makes

the brand vulnerable to other brands having
defined personalities.
Common pitfalls of creating a brand personality

Delegating the Brand Personality to Creating an idealized, unrealistic

someone outside the company Personality

Changing Personality whenever Creating the traits that are hard to

there’s a change in audiences or apply to Marketing Materials
Messages

Misjudging the balance of what is Creating the personality that’s are

said versus how it is said outrageous or provocative without
having the substance to back it up
Delegating the Brand Personality to Someone Outside the Company

Customers don’t go out and buy the

ad agency, designer, writer,
consultant, or public relations firm; they
buy your product or service,
they buy your company and what it
represents.

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Changing Personality Whenever There’s a Change in Audiences or Messages

Placing too much emphasis on the

audience is another misconception. Your
brand personality should be who you are
in all circumstances. That’s how
relationships and trust are built..
Misjudging the Balance of What Is Said versus How It Is Said

“Newness” becomes only a short-term

tactic for creating awareness and driving
sales.

When you set aside all the rational reasons

to buy your product or
service, emotional reasons start to emerge

That’s where your true brand personality

lives—in the emotional realm
Creating an Idealized, Unrealistic Personality

Emerges from off-site brainstorming meetings.

This creates a brand personality
that sounds too good to be true.

Brand personality would believable if we use a

real person as a template

A good place to start is to look at the

personality of the top one or two people
in your company, especially if these
people are part of the founding
group of entrepreneurs

Then look at the people who are respected and

rewarded within your company
Tapping into cultural icons is another way to
create a brand personality
Creating Traits That Are Hard to Apply to Marketing Materials

You’ll want to use words that clearly

communicate a specific tone and
attitude

Descriptive words like dynamic,

thoughtful, organized, and funny”
communicate clearly.

There are a set of words that will make

it easier to judge the appropriateness of the
tone and attitude of your marketing materials
Personality that’s outrageous or provocative without having the
substance to back it up

Many times for the sake of attracting

investors and not customers,
companies created outrageous
commercials and events

Companies going out and hiring some

hotshot marketing director, design
firm, ad agency, or public relations
firm wont help actually.

If you do have a product or service

that’s provocative or outrageous,
however ,then go for it
Poof! You are a Person, not a Company

Companies tend to talk in corporate -speak.

Making company into person helps to innate
talents and intuition to avoid that tendency and create
a personality that connects with people

• Companies are like crowds- crowds usually YELL!!

• Company’s and People’s survival instincts

differ- company’s first instinct is to make
profit and people’s is to connect with
other people
How to choose Right Brand Personality

Before listing possible brand traits,

have copy of your core values and core brand message
handy, by this you will have true
company’s personality

Sudden change in brand personality,

without fundamental change is product or
service confuses people, effecting the direct
relationship
 Potential Brand personality traits

In building strong brands, David Aekar talks about containing characteristics like:
• Gender
• Age
• Socio-economic class
• Regionality
• Classic human traits (sentiments, warmth and concern)

Traits following into Aekar’s call for classic human traits:

IS your brand male, female or neither?
IS your brand young age, middle age , old age or for all ages?
Is your brand upscale or blue-collar?
Is your brand local, national, regional or global?

Choose the personality that ensures that you have clear. defined and distinct brand
Examples
Apple
Modern and Unique Simple

1 2

Cool Innovative

6 3
Apple’s branding strategy focuses
mainly on emotions and emphasizes
on making people’s lives easier.
In Steve Jobs, Apple had a formidable
leader, whose personality influenced how
Creative Stylish Apple is as a brand.
5 4
Nike
Commonly associated with
“ruggedness” and excitement, Nike
has been a leader in the world of
athletic performance apparel and
shoes for decades.

The “rugged” aspect of its personality

Active Lifestyle
1 2 is pretty obvious. Nike apparel is
Durable durable, outdoorsy, and capable of
handling almost anything.

In terms of excitement, Nike portray

spirited and “cool” individuals through
their use of color and design. When you
wear the Nike brand, you feel
6 3 innovative, like a part of the team,
dedicated to health and fitness.
Exciting Innovative

5 4
Spirited and Cool Aggressiv
e
Amul
Amul still continues to show the
same six year old girl in the
1 2 advertisements which reflects
Traditional Healthy that the brand never gets old.

6 3
Reliable Youthful

5 4
Friendly
Cheerful
Dove Dove, relates to women of all
ages, shapes and sizes across the
world.

With a relatable, simple and

1 2 elegant brand personality, Dove
Sincere Strong Values represents the essence of true
inner beauty.

And with effective marketing

tactics, the skincare company has
become an industry pioneer, with a
6 3 Kind brand persona that’s unique to
everyone.
Confident

5 4
Positive Transparent
Rolex
Rolex’s personality is that of
competence & sophistication.

Rolex is a brand that scores

1 2 high on competence—it’s
Organized known for producing the world’s
Responsible
finest watches.

A typical Rolex customer doesn’t

want anything flashy, but something
finely made, elegant and
classic.
6 3
Confident Professional

5 4
Distinctive Prestigious
Thank you