Brand Personality

Moving over from the definition based approach which I had been following till now, this post will be more of an analytical based approach. 

Over forty years of research in marketing has shown that the perceptions and associations consumers have about brands go beyond their functional attributes and benefits, and include non-functional, symbolic qualities, often referred to as “brand image.” Among these aspects of brand image are perceptions and associations about the brand's “personality,” the “set of human-like characteristics associated with a brand”. The brand personality dimension of Jennifer Aaker is a framework to describe and measure the ‘personality’ of the brand in five core dimensions. The five core dimensions are Sincerity, Excitement, Competence, Sophistication, and Ruggedness.

Marketer’s often enjoy creative catch phrases to describe marketing propositions....brand essence, strategic positioning....and so on. Likewise, the concept of brand personality is found deep within marketing textbooks...the realms of consultants, professors, and lengthy whitepapers. Often, however it is discussed in disassociated terms – removed from the realities of a brand’s strategic and tactical efforts. Now coming back to the topic, every brand has got it – brand personality that is. Some, however evoke feelings, others are bland. The critical difference is that some brands focus on it, understand it, and exploit it. To them, it is integral to their brand’s experience, service interactions and, and customer relationships.

Personality gives the brand a dimension and a depth. It can breathe life into inanimate images. It can be cornerstone for service delivery...and connecting emotionally with customers. In saying this, one asks: 

• Is our brand's 'personality' unique and differentiated?...Is it authentic and real?
• Does it energize and excite? Does it create value?
• Does it strike images in the targeted customers' mind...ones that resonate and motivate preference?
• Does it bring to life brand's promises, products, services and experiences?

Some brands have well defined personalities. Nike's personality is unabashed...aggressive and empowering...somewhat self important. It is about achievement and winners...a passion for competitiveness. MTV is about total expression of youth, individuality, and breaking conventions...a loud shout for independence and free thinking. Analyzing these the thought which came to my mind is...arent the adjectives too many too handle....do these brands really need or are displaying so many traits. The answer to this is provided by the following para. 

Great brand personalities are multi-dimensional. As with humans, brand personality has both depth and multiple facets...and reveals four basic qualities of the brand.

1. Demonstrates a Brand's Passion and Expertise...defining the brand's ultimate purpose and differentiating from the competitive set.
2. Creates affinity with the targeted customer segments....touching and energizing their motivations.
3. Projects the brand's core values and beliefs...describing how the customer can expect to be treated.
4. Communicates and over-arching tone, style, and attitude about the Brand's experience and customer interactions.

Brand Personality can be considered as the “voice” behind a brand’s values … a brand’s competitive positioning … and a brand’s functional attributes. Personality communicates and projects these through human traits. It is understood and interpreted by the customer – and exists in the customer’s mind.

Brand Personalities can be created by effective use of marketing communication channels...by advertisements (Bajaj Pulsar)....by heritage (Harley Davidson, Marlboro)....by endorser (Lux)...by logos and slogans (Peter England, LIC) and by building personalities (MTV). Some of the examples are as shown below.

Bajaj Pulsar

Bajaj Pulsar | Definitely Male

Harley Davidson

Draws attention to its 'genuine' lifestyle personality.

Finally what we could say is, brand personality is not a panacea. The basics of sound product design, quality service and true market demand are much more important (well this can be a theorem for all marketers and marketing issues...but seldom recognized  by any of them....cause they do not have any jargon for it :P ). But building on these fundamentals brand personality can greatly energize and excite - creating value and differentiation. Brand personality communicates expectations and reinforces decision-making. At the same time, it can nurture trust and comfort. Strong personalities are multi-dimensional. They are demonstrated and reinforced throughout the brand's experience - both in front of the customer, as well as behind the scenes.