Lets begin with few examples

Friendly

NonCorporate

What is Apple trying to say?

Creative

Cool

Unpretentious

Young

Funny Happy

How about Ronald?

Kid Friendly

Trustworthy

Simple

FamilyOriented

So what is brand personality?

Brand Personality is a set of human characteristics associated with a brnad
Personality is how the brand behaves

Gender, age, socio-economic class, psychographic, emotional characteristics

What does it do?

An enduring brand personality makes a brands performance predictable.

Once the brand becomes predictable, the customer relates to it, is familiar to it and trusts it.

Predictability leads to brand loyalty

Masculine

Feminine

Old

Young

 Brand Personality describes the brand in terms of human characteristics

It is based on the premise that brands can have personalities in much the same way as humans

Brand personality is seen as an important figure in increasing brand engagement and brand attachment

Aakers framework
Jennifer Aaker has developed a framework to measure the personality of a brand using five core dimensions which are each divided into a set of facets

It is easy to understand the profile of a brand using the analogy of a human being

5 Dimensions of Brand Personality

The five core dimensions and their facets are:

1. Sincerity(down- to-earth, honest, wholesome, cheerful)

2.
3. 4. 5.

Excitement (daring, spirited, imaginative, up-to-date)

Competence( Reliable, intelligent, successful) Sophistication (upper class, charming) Ruggedness (outdoorsy, tough)

It is the personality of a brand that can appeal to the four functions of a person's mind.

Most of the worlds companies spend a lot of money trying to give personality to their brands

People have important questions and judgments to make about people in personality terms.
Their judgements usually are: a)I dont think that company is really friendly. b)I feel uneasy when I go into that branch c)Their offer doesnt smell right to me. d)I know that salesman is lying about the product.

Imagine if a brand were a person.

May be a 25 year old woman, -a pretty face -a pleasant smile

you get to know her better - enjoy her company -trust her -miss her
These are emotions similar to the ones people develop with brand personalities

A brand is what people say about you when you are not around

If there are 2 companies people are asked to describe and the response you get is:
Company A 1. Sophisticated 2. Arrogant 3. Efficient 4. Self-centred 5. Distant 6. Disinterested Company B 1. Easy going 2. Modest 3. Helpful 4. Caring 5. Approachable 6. Interested

It is a no-brainer as to which brand the consumer will choose to associate himself with

Creating Brand Personality

1.Match the brand personality to the customers personality

There are various ways of creating brand personality. The most common way is to match the personality of the brand as closely to the customers personality as possible.

How to go about it

Define the target audience Find out what they need, want and like Create a customer personality profile Create the product personality to match that profile

Levis is a company which does a lot of research to match the personality of the brand with that of its customers

The result
Levis research resulted in the creation of a master brand personality Original Masculine Sexy Youthful Rebellious Individual Free

Another example of brand personality which has been used to match it with the customers personality

The Harley Riders Customer Personality

 Lux is a brand which has always been an aspirational brand in India Endorsed by filmstars, one gets to see a consistent personality which one aspires to

3.A brand personality which is consistent

A brands personality should be consistent

with what the brand is offering in the way of reward and support.

6. Make the personality relatable to the target audience

When your products cater to the masses, then your personality/associations should be relatable to the target audience.

7. Give the personality time and attention

Brand personalities take time and consistency to develop and recognise.

Within a company,

you may have different product offerings and differing brand personalities / images.
In similar products look for brand properties.

How about a continuing character?

The important question is :

What do you want your brand to be?

Warm, emotive and always there when you need it?

8. Create a brand personality for long term

Whilst a number of examples can be given, the most important fact is that it should be long term.

BRAND PERSONALITY

Its not easy. Its arduous.

Think long term. Think brand property.

Think associations and carefully invest in the personality which your target audience can relate to.

Key take outs

1.Match the brand personality to the customers personality

2.Match the brand personality to a personality the customer aspires

3.A brand personality which is consistent

4.A brand could own colours

5. Same product category different brand, different personality

6. Make the personality relatable to the target audience

7. Give the personality time and attention 8. Create a brand personality for long term