Personification is an innate tendency of human psychology. It refers to the attribution of human traits, emotions, or intentions to non-human entities, including brands. Show
And when humans attribute human-like traits and characteristics to a brand, it gives rise to its personality. Brand personality refers to the association of human characteristics and traits with the brand to which the customers can relate. In simple terms, it refers to brand personification. It is the set of human trait and characteristics assigned to the brand. A brand personality comes into existence when human-like adjectives – like unique, caring, funny, trustworthy, creative, straightforward, dishonest, rebel, etc. – are assigned to a brand. The concept of brand personality is best understood when we imagine the brand to be a person. How would that person speak? How would s/he behave in certain situations? How does s/he dress up? To simplify the concept even more, imagine how would it be if Apple were a human. Wouldn’t it have an impeccable knowledge of the language with perfect grasp of grammar. Wouldn’t it be someone with great imagination? Wouldn’t it maintain discipline even in demanding situations? And wouldn’t it choose premium quality clothes over the cheap ones? That’s the brand personality of Apple. Importance Of Brand PersonalityBranding is a lot more than just name, logo, and tagline. It involves assigning characteristics and properties within and outside the offering to give that generic offering an identity which is different from those in the market. Now, besides the fact that brand personality is imperative to differentiate the product in the market, here are other important factors why brand personality matters:
How To Build A Brand PersonalityThe brand personality is how the brands show up and acts in front of the customers. It comprises of tone, voice, associations, and all elements that make an individual unique and establish identity. The process of developing a brand personality requires the brand managers to get an intimate understanding of the customers and draft a personality that evokes the ‘like, know, and trust’ factor. That is, developing a personality that –
Usually, this kind of brand personality can be built using innumerable ways. But Jennifer Aaker’s brand personality model is often preferred by most brands. Jennifer Aaker Brand Personality ModelJennifer Aaker, a behavioral psychologist and Stanford professor, defined a framework in 1997 which divided the personality into five dimensions, each containing a set of facets. These dimensions are:
These facets are further divided into a set of traits.
A brand’s personality is developed or identified by ranking these traits on a scale of one to five, with one being the least representative of the brand and five being the most. Some examples of personalities according to the Jennifer Aaker brand personality model are – Sincerity – PropercornPropercorn is a family-oriented business with a simple motive – obsessing over popcorns and developing tasty popcorn flavours.
Excitement – BuzzFeedKnown as a brand which not only informs about the trends but also shapes many trends for its audience (youngsters), BuzzFeed is all – daring, spirited, imaginative, and up-to-date. Competence – SpaceXA private company disrupting the industry dominated by lagging government sector, SpaceX has engraved its name as a competent private American aerospace manufacturer and space transportation services company.
Sophistication – Dolce & GabbanaConsidered to be one of the world’s biggest and best luxury brands, Dolce & Gabbana makes sure to maintain its distinctive brand personality of being upper class and charming by using effective communication and marketing strategies along with premium pricing.
Ruggedness – Old SpiceThere was a time when Old Spice didn’t have any personality. The company pivoted its branding strategy really well and adopted a unmistakable persona of being masculine, tough, yet humorous.
Examples of Brand PersonalityHere are a few examples of brands with out-of-the-box brand personalities: Brand Personality of WoodlandWoodland got the ruggedness, outdoorsy, and ready for adventure personality through its products (hard boots – meant for adventure) and smart marketing strategies. They also used the colour green, which represents nature, to build a personality of being outdoorsy. Brand Personality of Harley DavidsonHarley Davidson has been a rebel from the start. The promotional campaigns (naming motorcycles as mean machines), the logo, and use of bright and dynamic colours have helped them build this personality. Brand Personality of MarlboroMarlboro got a personality of being tough through its different marketing strategies, which included ‘The Tattooed Man’, ‘Marlboro Cowboy’, and ‘The Marlboro man’. Brand Personality of MTVMTV tried to position itself to be different from the usual music videos channel. The concept of VJ’s followed by cool logos and taglines, like ‘I want my MTV’ & ‘MTV is here’, helped them stand out. Go On, Tell Us What You Think!Did we miss something? Come on! Tell us what you think of this article on brand personality in the comments section. A startup consultant, digital marketer, traveller, and philomath. Aashish has worked with over 20 startups and successfully helped them ideate, raise money, and succeed. When not working, he can be found hiking, camping, and stargazing. Which of the following terms refers to a specific mix of human traits that may be attributed to a particular brand 1 point?The term brand personality refers to a set of human characteristics that are attributed to a brand name. An effective brand increases its brand equity by having a consistent set of traits that a specific consumer segment enjoys.
Which of the following terms refers to a specific mix of human traits?Which of the following terms refers to a specific mix of human traits that may be attributed to a particular brand? brand personality.
Which of the following terms is used to describe a specific mix of human traits that may be attributed to a particular brand brand loyalty brand personality?Brand personality is a mix of human traits attributed to a brand.
What are brand personality traits?Simply put, a brand's personality is the set of human characteristics you attribute to that brand. Or, put another way — it's how you'd describe a brand if it were a person. A brand's personality shines through in brand messaging, images, and overarching marketing campaigns. Additionally, consistency is key.
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