Why is it Important to Establish a Brand Personality?

When I say Apple, you’ll say cool. When I say IBM, you’ll say serious. When I say Nike, you will say active. Did you notice the pattern here? Every brand can be associated to a human characteristic. This is called brand personality. These attributes that consumers link to a brand can either be positive or negative. It is similar with choosing whom would you like to hang out with.

Brand personality distinguishes you from competitors.

Google is a genius. Marlboro is masculine. Hallmark is family oriented. BMW is wealthy. How about your brand? With a saturated market that offers a product from different companies, how can you make yours stand out among the crowd? Simply, thru brand personality.

It builds customer loyalty.

Bonding and intimacy are just some that stir up attachment. Consumers share bond and experience intimate moments with brands. Cadbury is with you while you’re healing from your break-up. Polaroid captured your hippie experiences. Unconsciously, people get to be loyal to brands as time goes by when more and more bonds are shared between them because there is already a sense of familiarity.

It strengthens your brand.

This is through building a competitive edge among the industry and a loyal customer base through having the right brand personality. Another important benefit is that your brand personality is all yours. Pepsi will never be Coca-Cola, the same way that your competitor will never be you and vice versa. Personalities can’t be copied. It can only be similar but it will never be the same. Hence, this creates an impact to the mind of the consumers that your brand has its own value.

Remember, how you project your personality should be appropriate to your target market. You can’t be conventional when you offer a modern product like say, a virtual address. What your brand projects can affect the consumers’ perception and attitude towards you.