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Definition

Brand Personality

What is a Brand Personality?

Brand Personality is a set of innate characteristics and behavioral traits that are specific to a brand, and they remain stable across all their products. In other words, if the brand were a human, one might define it as having a personality. To build substantial influence, brand personality is essential.

Brands are distinguished not just through their positioning in the industry but also through their ability to interact with individuals. Consumers purchase things that they enjoy using and align with their views and morale. As a result, marketers develop a compelling impression of a company to attract people. Buyers will not appreciate or trust an unstable brand, send out essential communications, and has no aim or plan for such communications.

Understanding Brand Personality

Companies must effectively establish their brand profiles to connect with the right customers. This would be because a brand personality boosts brand recognition and determines the brand's positioning in the industry. This is also a massively important part of an effective marketing campaign.

The brand name is built on the strength of a brand's personality. It establishes the brand's approach to human life and nature. That's an essential factor in the overall look of any customer engagement or promotional strategies. It serves in getting a complete understanding of consumers' attitudes toward the brand. Brand personality is what separates brands whenever brands are similar in far too many qualities. Take, for example, Hitachi vs. Philips. Brand personality is mainly used to bring life to marketing communications, i.e. to put it into action. The form of communication a positive customer experience is determined by its personality. It's a way for a buyer to express their individuality.

Brand Image vs. Personality

The brand personality should be distinguished from the brand image. Brand image refers to a brand's visible features and qualities. On the other hand, brand personality refers to the brand's emotional connections. From the perspective of customers, a brand image is a wide-ranging brand. Still, brand personality is the feature of a strongly recognized brand that develops its sentimental characteristic and connections in the minds of customers.

Practical Example

A skincare company named Skinpure wishes to engage with customers. It's reasonable to promise glowing skin to build a brand personality that would create trust and loyalty among the consumers. However, it's conceivable that perhaps another company has already established itself as the only brand that resonates with glowing skin. To establish itself uniquely, Skinpure should implement a sophisticated brand identity to establish itself differently in customers’ minds. It decides to establish the brand as an elegant high-end alternative to a skincare brand that appeals to that particular audience.

In Sentences

  • Brand personality is vital because resonating with the brand reflects consumers' connection with specific brands.

 

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