Personality! You always remember a great personality and most cases you always identify with one certain personality. It is through ones personality that an impression is made. So why shouldn’t your brand or blog have a personality of its own? By definition personality means the combination of characteristics or qualities that form a definitive unique brand. In order for your brand or blog to connect to the right audience you need to define its personality and language. When you understand the personality of your brand then it is easy to tap in to the emotional aspect of your brand. Remember the more your brand personality stands out the more people remember it, which translates to revenue or subscriptions or loyalty or basically your end goal.
Brand personality should be incorporated from the products and services to the way the physical branding (logos, slogans, fonts, tag lines, colors) is done. If people open your website page, your blog, or any of your online profile they should be able to identify with this personality immediately. Even the kind of advertising and marketing strategy that is used should be a reflection of your brand personality and language. Your branding strategies should also incorporate your brand personality and language. Therefore brand personality and language is an important aspect of your brand.
According to Jennifer Aaker here are 5 core divisions of brand personality:
Sincerity. A brand that is open, accommodating and one that sticks to its word. A few synonyms that can be associated with sincerity of a brand would be down to earth, honest, wholesome, and cheerful. Example of such a brand would be Cadburys; it’s cheerful, and wholesome.
Excitement.
A brand that is thrilling, that gives you that adrenaline rush, a brand that stands out and dares to be daring. An example would be Coca-Cola or Red bull.
Competence.
A reliable brand. A brand people would associate with intelligence, and successfulness. Example of such brands would be Mercedes Benz or Apple products
Sophistication.
An elegant brand. A brand that is on another level, an upper class. An example would be Dove products.
Ruggedness.
Toughness. A brand that is tough. A brand that makes people automatically think of strength and survival when they see or hear about it? An example would be Firestone or Timberland products.
Jennifer Aaker 5 core divisions of brand personality
How to identify your Brand Personality?
Write down adjectives that you feel describe your brand or what you stand for. Adjectives that reflect your brand such as funny, fun, happy, strong, jolly, survival, open, cheerful, down to earth, honest, charming, elegance, class and such; I know you get the drift. After that you can begin shaping your content, physical attributes and even the language used to fit in to these characteristics. I know you might be thinking but I have an already established brand what do I do? There is always need to get feedback (brand audit) or keep doing market research audit-audit-audit-the-vicious-cycle.html
According to MOI Global there is the logical and emotional process (see below) to decision making.
(Infographic Source: MOI Global)
Example did you know “that if your prospect has a high emotional connection with your brand or company, they are five times more likely to consider buying from you, 13 times more likely to purchase and 30 times more likely to pay premium?” (MOI Global). Remember in any decision that your audience make either to subscribe, to invest, to buy or even click a different page on your website page it is part of a decision making process therefore you have to tap in to the psychology part of your audience. In order to tap in to their decision making you need to acknowledge that there is need to personify your brand in order to connect with your audience in a meaningful and memorable way. Go back to the drawing board do an audit of your brand, of your blog, does your presumed personality of your brand match the one portrayed on your pages? Does your audience seem to identify with the same personality? Do you even have a personality for your brand, blog or page or you just swing with what goes? What is your blog or brand personality?
21 Comments
Sharvina
2/5/2019 12:54:08 am
Thanks for your tips! I find them very helpful & quite in-depth, compared to other people's blogs that I've read before.
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Jamie
2/5/2019 07:28:06 am
This makes so much sense!! Wow lightbulb moment for me after reading this article. Thank you so much for sharing this here.
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Luna S
2/5/2019 08:51:20 am
This is a great post, I agree that finding a good brand personality is important.
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2/5/2019 10:25:03 am
Wow!! This is an eye-opener. Though I am focussing only on one niche, I didn't think of all that is put here. Thank you for this helpful post.
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2/5/2019 05:34:53 pm
I believe that brand is so important and if we do it right it can be so powerful..look at Nike brand, without putting the words everyone knows what is it..this guidelines is very useful and it’s also practical..thank you for writing this
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Keshia Richmond
2/5/2019 09:29:10 pm
This is great insight on how to develop a brand. Very useful.
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Ashleigh
2/6/2019 12:28:49 am
As a new blogger, this has a lot of helpful and useful information!
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aisasami
2/6/2019 01:42:50 am
What a great read. I have learned about brand personality before in a business class. I should think about my business' personality.
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Jolie Starrett
2/6/2019 04:34:21 am
Thanks for all the info!
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Jessie
2/6/2019 07:34:15 am
As a business owner, brand is one of the most important aspects of a company. Understanding your target audience and the way they think, plays a huge role in making them lifetime customers. Great article.
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Matija Antonić
2/6/2019 08:53:45 am
This opens up a new field, I have learned about different brands in college, and when the professor asked us to describe each brand most of the things we said were similar, but that is the way of the market, you need to audit and reevaluate your brand after a few years to see what people think of you, and if that thought process has changed
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2/6/2019 11:12:18 am
All great things to consider. Now that I have a more clear picture of my mission, I find myself backtracking to tweak things about my logo and the language I use.
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Neil Alvin Nicerio
2/6/2019 01:54:48 pm
It's the first time I heard of brand personality. Thanks for sharing this new knowledge.
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The Moonchasers
2/6/2019 06:17:57 pm
Great post! Brand identity is critical for even small businesses or independent blogs. Well researched piece indeed.
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Matija Antonić
2/7/2019 01:54:17 pm
Brand personality is important, it's the way the consumer sees you and what is the first thing that comes to mind, but still defining your own brand personality isn't easy, you need to think really hard what kind of brand you, wish to be, and how to present yourself to your consumers, the important question is "When my consumers think of me, how do I want them to feel?"
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elizabeth o
2/8/2019 04:04:23 am
Even people who are not well versed in the language of branding,brand themselves by what they do, say and gravitate towards in their pubic/business life. Branding and marketing go hand in hand,and a business won't thrive without them.
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blair villanueva
2/10/2019 07:28:33 pm
Such a cool ideas. Branding needs a lot of study before execution.
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