Brand personality is a set of human characteristics associated with a brand.
From the consumer’s point of view brand personality offer them a touch point that gives them the opportunity to connect with the brand on an emotional level. From a company’s point of view brand personality offers a host of benefits: it differentiates the brand, makes it more memorable, creates message consistency across all channels and it offers a vehicle for creating engaging brand messages.
In this presentation we explore some of the reasons why brand personality is so important in today's competitive environment, what brand personality is and some of the many ways to capture that personality visually.
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BRAND PERSONALITY Why you desperately need it
The hardest thing about selling today is that customers don’t need you the way they used to.
They can find anything they want with a few clicks and have endless choice at their fingertips.
They are also highly sceptical of any claim you make and for the most only act on trusted recommendations.
According to Brian Carroll, CEO of InTouch and author of Lead Generation for the Complex Sale, up to 95 percent of qualified prospects on your Web site are there to research and are not yet ready to talk with a sales rep
but as many as 70 percent of them will eventually buy a product from you
The challenge is therefore this: How do I attract attention?
How do I make sure visitors stick around long enough to really ‘get’ why I’m the one they should do business with?
You need to create: “Wow! That’s impressive.” You need to capture attention. If they don’t know about you, they can’t buy from you.
You need to create “Aha! I get it!” Explain it so they ‘get’ it. If people don’t ‘get’ why they should buy from you rather than the competition they won’t buy from you.
You need to create “Yes, I want it!” Convert excitement into action. You have to persuade people to take action.
But to make all this really effective you need to wrap it all in a strong Brand Personality
How do you get people to choose your onion over those other lookalikes crowding your space?
In the 21st century, where brands continually scout and find and grab and assimilate, everyone ends up doing pretty much what everyone else does.
Add to these consumers that click and scan and compare and decide on gut feel, and victory for a brand becomes little more than a dice throw.
You see, for the brand owner there is a distinct different in the offer - but everything has become a commodity in the eyes of the consumer.
And it is because they think it’s all the same that you need to make your brand dynamically distinctly different and unforgettable.
There is only one thing you can do that cannot be copied by the competition …
Brand personality reflects how people feel about your brand, rather than what they think the brand is or does.
You can usually describe a brand personality as a collection of adjectives commonly used to describe people’s personalities Conservative or progressive? Formal or Casual? Serious or playful? Leading or supportive? Stylish or plain? Reserved or outspoken? Stable or dynamic? Predictable or surprising?
Get a unique voice – find an interesting, unique, desirable and engaging way of sharing things with people.
Use emotion – people connect with emotions so ooze emotions: be fun, funny, happy, serious, surprising, bouncy, silly, formal, romantic, scary, clever, strong, mysterious …
Be very visual – 83% of human learning occurs visually so it only makes sense to give your brand personality a distinctive, instantly recognizable look.
Create stories – The human brain is wired for storytelling – it is one of the most effective techniques for capturing the hearts and minds of people.
Brand personality is the expression of the fundamental core values and characteristics of a brand.
At the forefront is the visual expression of this brand personality. Here are some options:
Characters come in all shapes and sizes so there’s bound to be one that will fit your brand and add oodles of personality
The message is clear: either win consumers’ hearts or risk watching them chase after some other brand.
The advantages of BRAND PERSONALITY • Differentiate your Brand • Makes it Memorable • Makes it Likable • Create Message Consistency • Offer Vehicle for creating engaging messages
WAKSTER - giving people a reason to love your brand. If you want to add personality to your brand, get in touch with us today! WAKSTER.com