Having a brand personality is important because brands are an emotional connection between your products and services and your target audience, and we now know that this emotional connection is critical in attracting and retaining customers.
Having a brand with a personality allows marketers to deliver communication that stands out from the “sameness” of their category and connect much faster and on a deeper level with prospects and customers. People can relate to things they feel have a personality, especially one which they can identify with. From the cars we drive to the pets we choose, we are subconsciously guided by our reflection in them.
Brand personality is usually a function of the following:
1. Personality and values of the founder
2. Personality and values of the current leader
3. Personality and values of the company’s most loyal customers.
Brand Personality is a critical input into the design of the overall brand, especially the:
- Brand Name,
- Brand Story, and
- Positioning Statement.
Brand Personality should flow right through the company and be positively reflected in the customer brand experience.
To work out your brand personality, you can engage the help of your best customers, colleagues, employees, suppliers and even friends, asking them to describe firstly your personality in 5-8 adjectives and then do the same for your company or organisation. In most cases you will find that they align. Alternatively there maybe a good reasons why you do not want them to align. What ever the outcome it will assist you greatly in projecting the right perceptions for you business to its target market.
The brand personality is the BRAND!
Here are a few famous examples: Virgin, Body Shop, Walmart, Oprah, Dr. Phil, Beckham Paul Newman’s Own, and most fashion designer label brands are all intrinsically linked to the personalities of the founders.
Although this has worked tremendously well for these and other businesses naming your brand new “baby” after yourself has many drawbacks, especially if you don’t have the name recognition of a super star athlete and in general naming the brand has a number of criteria that you need to consider a strategic process you should follow.
Here are a number of brand personality examples that have been created through focusing on a specific niche; great brand naming that reflects these personality traits:
- Geek Squad is both a consumer as well a USA SME technology company owned by the giant Best Buy retail group, assisting customers with everything from installing in home theatres to computer networking in their businesses. It’s great name and personality that permeates the company has now been copied in various formats all over the world yet none of the copycats can dream of the same success.
- Mr. Mutual Fund – Vern Hayden is one of the top financial planners in the USA specialising in mutual funds (superannuation). He got to be where he is by focusing and being the greatest expert on his area of expertise – mutual funds! However he chose a more traditional name for his company http://www.haydenwealth.com/ and decided not to link it directly to his personal brand of Mr. Mutual Fund.
- Ms. Megabyte and Gadget Guy are 2 independent Australian technology experts who entertain and inform Australians by providing reviews and demystifying technology. Everyone knows who they are, yet few would know of Yvonne Adele and Peter Blasina. This illustrates the power of correctly branding your business.
- Bounce Back Fast is a consultancy and training organisation that focuses on building resilience to pressure and stress.
- The Productivity Queen needs no explanation,
- Powerful Points is a leading Powerpoint training organisation that counts some of Australia’s top companies and their C-suite executives as it’s clients
When we look at most of the examples above, it quickly becomes apparent that these sometimes “one man bands” have a number of things in common:
1. They are specialists, they are “the only” in their market
2. They are easy to remember
3. They are easy to promote because they have a great name, a personality and a STORY to tell
4. They are famous amongst their intended target audience.
The next entry will cover the importance of telling your brand story!
Image via Wikipedia