What is brand personality?

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Brand personality is defined as the human personality traits associated with a specific company or product, which helps transform a simple product into a lifestyle choice. These characteristics provide the connection between a customer and a company that encourages the customer to return to a specific company to meet their needs or wants. This is typically developed through marketing, both in the type and content of ads and in where a product is marketed.

Marketers of specific companies and products often try to associate the organization, service, or product with human characteristics to make the item relatable. The most common characteristics attributed to a brand include reliability, fun and excitement, as well as smart, sophisticated and youthful. Outside of specific traits, brand personality often aims to create a lifestyle for customers, unconsciously convincing them that when they buy a specific brand, they themselves are associated with the same personality traits. Once the company starts to excel in its specific product, that same product can be branched out into other areas to create a kind of culture for customers. Outdoor sports companies that sell everyday clothing and household items are a prime example of how brand personality can expand into a lifestyle choice.

Specific traits connect with the client on an emotional rather than practical basis. Introducing a personality that attracts customers allows a product or company to encourage customers to choose its specific product over other similar products that may meet the same basic customer needs. This not only helps to attract new customers but also to increase the rate of returning customers. For this reason, brand personality is also a primary means of developing brand loyalty, which is essential for creating a successful and established business.

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Brand personality development is often tricky, as customers typically don’t respond when they hear what to think. Advertisers spend a lot of time researching which images, words and even colors can evoke an emotional response in a customer. A company that wants to be seen as trustworthy and competent typically uses commercials, print ads, and Internet ads that convey a smart yet approachable appearance. Likewise, companies that want to look adventurous, young, and cool often use bright colors, quick images, and short phrases to develop this personality type.

Creating a brand personality also depends on deciding what kind of customer will use a product and then determining what that customer base will relate to in a company. This information is typically obtained through market research and customer surveys. Companies that sell products or services aimed at a particular generation or group in society, such as 20-30 year olds or parents, will typically work towards developing a brand personality that meets that generation’s desires and culture.

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