Every brand, whether big or small, has the opportunity to create a brand personality. A companies personality is much different from the personality of the CEO or people who work for the company. It is a tone of character and values that allows consumers to connect more strongly with the brand.
Establishing and maintaining a brand personality can deliver many significant benefits. Here are a few of the main reasons why every company should put thought and effort into developing and maintaining its unique brand personality.
It Helps to Form Emotional Attachments In Consumers
When it comes to shopping for any product, the deciding factor, for most people, is emotions – whether they know it or not. Many people might think that the qualities and reviews of the product would be the most important aspect of the purchasing process. However, studies have shown that as much as 95% of all purchasing decisions are decided through subconscious aspects. That means there are feelings that even the consumer themselves are not aware of that have an overwhelming influence on which products they buy and which ones they do not.
A big part of helping to form emotional attachments is injecting specific values and beliefs into the brand personality. Since a human personality requires certain morals and beliefs to flush it out fully, a brand personality requires the same thing. However, it is not quite the same thing. Companies, especially large ones, are often seen as being more of an idea than an actual person. Therefore, they must be careful about how they express their opinions on sensitive topics. Thus, the values that a brand has are usually much more general, such as valuing family, low prices, and excellent customer service.
Repeatedly reinforcing these values establishes the brand’s personality. These values will have a massive impact on how consumers view the company. After all, 64% of all consumers form relationships with specific brands due to having shared values with one another. Once this emotional attachment is created, it becomes much easier for a business to connect with its customer base.
It Allows Brands to Stand Out In a Crowd
One of the biggest challenges facing businesses today is trying to stand out from their competitors. With so many companies emerging in recent years that offer similar lines of products and services, it can be challenging to devise ways of distinguishing themselves from one another.
For example, one shoe company could develop a brand personality centered around being casual and carefree, which may appeal to younger consumers. A similar shoe company may develop a personality of elegant fashion, which will appeal to a completely different set of consumers. Contrasting approaches, such as these, results in far less direct competition and can help each company find success much easier.
Contrasting personalities become extremely important when there’s a vast number of companies promoting similar types of products or services. When this happens, the businesses that set themselves apart with their personality will help themselves stand out.
Standing out with personality will help consumers take notice of the brand and be aware of it, and ultimately help create sales with their products. In today’s world of consumerism, name recognition is truly half the battle, with 89% of marketers reporting brand awareness as their biggest goal.
It Allows Brands to Portray Their Marketing Message Easily
Every company should have a specific message that they are 
continually portraying to their consumers. These messages usually consist of the unique benefits of their products or the type of consumer that they want using their products. For example, Crayola has a consistent message that their products are meant to fulfill childhood wonderment and that they value family togetherness over everything else.
Having this consistent marketing message is important since it takes five to seven impressions before a consumer develops any brand awareness. By having a consistent brand personality and a unique marketing message, you can more easily connect with new consumers. Constant repetition and exposure with both marketing materials, as well as the general brand personality, will be twice as effective at making people aware of a brand’s existence and values.
How to Pick the Perfect Brand Personality
There are many different types of personalities that brands can adopt. Which one they choose depends entirely on their leadership. However, this mustn’t be a decision that is made lightly since a brand personality is incredibly hard to change once it has been established.
One of the most significant determinants that should affect the type of personality that a brand goes for is the type of product that they are offering. For example, a company that sells high-end and expensive jewelry should probably not have a casual and laid back personality. There are roughly five personality categories that brands tend to fall in.
The first one is a personality of kindness and trustworthiness. By having this type of brand personality, a company can portray an aura of sincerity, which is something that many people find appealing. Moreover, 94% of all consumers are more likely to develop a close relationship with a brand if they feel they are transparent and honest.
The next category of brand personality is one of excitement that involves feelings of youthfulness and being carefree. The third type is more of a rugged character, which commonly reflects athletic and outdoorsy traits. Some brands can also choose to have a confident personality, which promotes a feeling of success, leadership, and being influential. The final type of brand personality is one of sophistication and desirability. Brands achieve this by involving elegance, exclusivity, and high prices into their personality.
A big part of developing and promoting a brand personality comes from the types of advertising that a company creates. To get help building the best advertisements for your business, contact Glint Advertising today at agency@glintadv.com or call 817-616-0320.
