Personality is incredibly subjective. But for brands, it is not impossible to legitimately create a personality of its own brand. A brand’s purpose is to establish an ideal image of the brand in the mind of the consumers. This image speaks the values and the strong positioning statement of the business. The unique proposition of the brand stays in the perception of the consumer as a result of the strong branding efforts and most importantly because of the personality built around the brand.
Consumers are very intuitive. They have an understanding of brands even from the smallest gestures. They are able to translate little changes into things with big meanings for the brand. But this is only if we have the attention of our targeted consumer. The same way consumers make judgments about people and their personalities, consumers also make judgments about business.
This is why we often see a divide in very similar brands such as Samsung and Apple. The personality of the brand Apple is attractive to some consumers while others lean towards the personality of Samsung. The same lies in Pepsi versus Coca-cola. They both produce carbonated soda drinks that are eerily similar however, the difference in branding does hold the loyalty of different customers.
The attachment and the loyalty that comes with picking and choosing brands is a result of the deep emotional connection brand has managed to create with their consumers. And the deep emotional bond is impossible to create without the help of a good brand personality. A personality is how people give meaning to brands.
Personality is important in humanizing the brand by giving the brand human characteristics. This makes the brand extremely likable, and relatable. Even the most scientific products can be humanized with a brand personality. When these characteristics line up with the values of the consumer, it forges an emotional connection between the two. Brand personality can be built from many different aspects but it definitely requires the assistance and expertise of brand activation agency Malaysia. They are able to utilize logos, symbols, slogans, and colors to develop a personality for the brand. The message that is spread through brand elements should be consistent over all different marketing channels and distribution channels. From the packaging of the products to the logo and designs on social media, they all should provide the same brand associations and meanings for the customers.
It is the simplest things that make the biggest impact on the brand personality or even begins to form the brand personality. Elements like brand voices, typography, shapes, and colors have one of the more obvious and visible impacts. Red is greatly associated with coca-cola. The sophistication in typography and photography helps create the brand personality of Apple. The shape of the half-eaten apple is also associated with the brand Apple. Every little design detail matters to the personality.
So when choosing your social media pictures, or creating your website, or even developing messages, it is important to figure out the brand personality. This personality also defines how you communicate with your customers. Is it going to be light-hearted or sophisticated? All of these tiny little details matter to the development of your brand personality.