Brand Personality - Definition, Examples, and How to Build It

Brand personality is something that can distinguish a brand from other brands. Therefore, every brand must be able to build their unique personality.

This is what makes the brand more attached to the consumer's memory. So, what is brand personality, and how to build it? 

This article will discuss all about it, including the definition, its importance for business, examples, and how to build it properly. To learn all of this, read this article until the end.

What Is Brand Personality?

Brand personality is the characteristics and traits that a brand has.

It involves giving human traits to a brand to make it more memorable and connect with consumers. 

The purpose of having a personality is to create a distinct identity from competitors. In addition, brand personalities can also help build an emotional connection between the brand and the target audience.

Creating and maintaining a personality is very important to build brand loyalty. 

With this value, consumers will feel personally connected to the brand, making it easier for them to form positive associations and preferences. 

Brand personalities are often conveyed through various brand elements, including visual identity, communication style, tone of voice, and overall brand value.

The Importance of Brand Personalities

The main benefit of having a personality is to form an emotional connection between the brand and the consumer. Other than that, here are some reasons why it is so important:

1. Differentiation in the Market

During tough market competition, the personality of a brand is a tool that can help brands distinguish themselves from competitors. This personality is what makes it easier for consumers to remember and identify brands among the many choices.

2. Building Brand Identity

Brand personalities can also help shape a strong brand identity. This identity includes the values, character, and image that the brand wants to portray.

3. Influence on Purchasing Decisions

Brand personalities can influence consumer purchasing decisions. If consumers feel emotionally connected to the personality of the brand, they are more likely to choose a product or service from that brand even if there are other similar alternatives.

4. Influence on Customer Loyalty

Brands with a consistent personality have greater potential to build customer loyalty. When customers form an emotional bond with a brand, they tend to become more loyal to it.

Customer loyalty can also maximize the value of customer retention which plays a major role in increasing business revenue. 

5. Communication Consistency

The personality of a brand is something that can shape the consistency of a brand's communication. By having a personality, brands can communicate messages consistently across various marketing campaign channels.

Type of Brand Personalities

Several types of brand personalities can be used by businesses in various niches. Here are some of the brand personality examples and types:

1. Excitement

Brands of this type usually emphasize freedom, passion, and positive energy in their products or services. This is because they try to create an image that is bold, innovative, and in line with an active lifestyle.

An example brand that has this personality is Red Bull, with the message "Red Bull gives you wings," where they want to create a spirit of adventure and courage.

2. Sincerity

Next is the honesty type, which displays positivity, kindness, and authenticity. Brands of this type tend to build relationships with consumers through family values.

For example, Coca-Cola emphasizes moments of happiness and togetherness in their campaigns, thus creating a sense of togetherness.

3. Ruggedness

Brands with a rugged personality usually emphasize being tough, athletic, and active. They attract consumers who associate themselves with boldness, adventure, and the outdoors.

An example of a brand that has a rugged personality is The North Face, which creates an image of products that are durable and suitable for outdoor adventures.

4. Competence

Next, the competence type describes a successful, influential, and leadership trait. This personality can attract consumers who seek the value of reliability, ability, and prestige.

A brand with this type of personality is Microsoft. They emphasize technological innovation and reliability, so they create a professional impression.

5. Sophistication

Sophisticated brands usually want to create an image that is elegant, expensive, and prestigious. They target consumers who value quality, luxury, and classy style.

An example of a brand that has this personality is Chanel with fashion products that are known for their luxury and quality, thus successfully attracting high-end consumers.

How to Build Brand Personalities

After knowing the definition, importance, types, and examples, you might want to know how to build it for your brand. The ways to build brand personalities are as follows:

1. Identify Brand Value

Define the values that define your brand. Whether it is innovation, sustainability, freedom, or honesty. Later, these values will form the basis of your brand personality.

2. Know the Target Audience

In addition, understand who your target audience is. What does your target audience seek in a product or service? How do they identify themselves? 

These questions will help you determine what characteristics will attract their attention.

3. Choose a Brand Personality Type

Choose one or a combination of brand personalities and examples that fit your brand identity. This will define every tone of voice used by the brand across all marketing channels.

4. Consistency in Communication

After determining the type of personality for your brand, it's time to consistently use it in communication. 

Make sure you and your team are consistent in delivering all kinds of marketing materials using the brand personalities, whether it's through advertisements, social media, or other marketing campaigns.

Also, make sure every message and design element supports the personality that has been set.

That's a detailed explanation of brand personalities. Knowing the personality of your brand is important in running a business. By building this element strongly, brands can maintain the value and sustainability of business with consumers.

Has your brand built brand personalities? If you haven't, then Visuwisu can be a professional partner that can fulfill all your branding needs.

From research to creative asset production, the Visuwisu team is here to help. So, if you need professional help in this matter, contact us and discuss your needs now!