What is Brand Personality for Startups and How to Build It - Have you ever seen a product that seems to have its own "character"? For example, gadget products that are attached to elegant and luxurious characters. Whether you realize it or not, this phenomenon is called brand personality. Well, what is the full definition of brand personality? Then, how can you build it?
First, we can define brand personality as several unique characteristics, a.k.a specific identities attached to a brand. That is also a differentiator between one brand and a competitor. Interestingly, this brand personality can be a unique attraction for potential customers, making customers feel closer, as well as making the brand more likely to become top of mind.
For example, a brand is attached to a humorous character. Then, the brand will likely attract customers who like that character. Therefore, brand personality for businesses or startups is crucial, and you need to build it.
Many types of brand personality can be attached to a brand, depending on how it portrays its products, services, and communication style with customers. Some examples include:
This brand personality is closely related to the image of being honest, trusted, sincere, and caring for customers. We can define this personality type by communicating and focusing on values and morals, environmental preservation, and caring for one another. One example of a brand closely related to this personality is Dove, whose campaigns always voice diversity.
Usually, brands that have this character come with a dynamic, fun, and energetic impression. Brands suitable for building this personality are brands that target consumers to promote fun, such as Lego or Coca-Cola.
This brand personality is attached to the impression of strength, toughness, and masculinity. Usually, brands that pursue or are able to be associated with this personality are brands from the sports or automotive industry.
This brand personality emphasizes professionalism and high quality, thus creating the perception of being a reliable leader in the industry. Examples of brands that have a competent personality include Microsoft, IBM, and Adobe.
The luxury, elegance, and aesthetic image are attached to this brand personality. Typically, brands that claim this character target consumers looking for products or services with premium design and quality, such as Apple, Rolex, and Tesla.
These five types are the most common brand personality types that we encounter. Indeed, there are also other types, such as playful, innovative, reliable, timeless, or friendly. Well, to be able to get a specific image, we need to build our brand personality well. However, how can you do that?
Before building a brand personality, we need to understand our target market and the core values we want to embed in the brand. Only then, you can follow some of the following:
One of the purposes of forming a brand personality is to attract customers. Therefore, brand personality and customer preferences must match. Consequently, you must understand your customer's preferences, needs, and behaviors to determine what kind of brand personality you need to build.
Some things you need to analyze from your target market, for example: What are their concerns? What are their principles in choosing a product or service? What do they like, and what don't they like? Knowing this information lets you decide what brand personality you want the customer to perceive you as.
If you want to create an image that is unique and different from your competitors, you should research what brand personality they are building. You can analyze how competitors interact with customers on social media, how they provide customer services, and how the audience perceives their brand. With this, you will know what differentiators you can present.
Persona attributes are crucial in shaping brand personality and creating an emotional connection with consumers. For example, does the brand want to be seen as innovative, friendly, serious, or professional? The selection of these persona attributes will determine how the brand communicates, interacts, and builds an image in the eyes of consumers.
You can help your target market understand your business mission and brand principles through taglines, slogans, or copywriting related to your brand's values. For example, one American outdoor brand, Patagonia, has a statement: "We're in business to save our home planet." That tagline makes Patagonia perceived as a "socially responsible" brand.
Building and maintaining a solid brand identity is essential to maintain uniformity in all forms of brand communication, be it on social media, websites, or advertisements.
Well, those are how you can build a brand personality. Remember to evaluate your communication strategy and always be adaptive to stay relevant to consumers. With brand personality, you can be a great startup among all competitors and become a brand with a strong consumer bond.*