Brand personality sets you apart from other businesses in your industry. You can resonate with your consumers by your strong, appealing brand personality. Through a unique brand personality, you can boost customer loyalty and leave a mark on their heart. It builds a meaningful relationship between the brand and customers.
However, it is vital to measure the brand personality to paint a picture that perfectly relates to your company. Don’t worry. We are here to help. We will walk you through brand personality, its importance for business success, dimension examples, and how to measure your brand personality.
What is brand personality?
Brand personality is a blend of human traits featured in business that a targeted audience can relate to. Brand personality is also referred to as brand association. It reflects the emotions, thoughts, symbols, stories, and images that consumers associate with a brand.
Why brand personality is important?
Your distinct brand personality increases the value of the company in the market. To resonate with your customers, its vital to perfectly define your brand personality. A brand personality displays your company’s vision and message. As a result, it builds relationships with customers and increases your brand equity.
Having a powerful brand personality is vital to ignite a spark in your marketing campaign. It strengthens a brand story and differentiates it from other businesses.
Moreover, brand personality makes your business look authentic and relevant to consumers. A first-rate brand persona is easily recognizable and relatable to the audience.
It builds an emotional connection, and consumers see themselves in brand personality.
Meanwhile, an effective and consistent brand personality fosters customer loyalty, purchases, and brand equity.
5 dimensions of brand personality examples
Jennifer Aaker, an American behavioral scientist, developed a five-dimensional framework to define a brand personality. Let’s dive into these 5 dimensions of brand personality examples to get better insights.
1- Sincerity
It’s one of the dimensions that muse a brand’s perceived honesty, authenticity, and actual care for customers. When brands approach sincerity, then it boosts trustworthiness and provides a transparent real-life experience to its customers.
A sincere brand like Dove has honest, caring, wholesome, and down-to-earth personalities. Dove is a leading skincare brand and significantly highlights sincerity in its values and reflection.
For instance, their campaign “Real Beauty” transforms people’s perception of appearance and cheers them to be confident. Another campaign slogan, “You’re more beautiful than you think”? Empowers the women and perfectly aligns with the sincerity dimension of brand personality.
2-Excitement
Brands that stand with this dimension represent energy, enthusiasm, and a sense of adventure. Red Bull is an ideal example of a brand personality that reinforces the characteristics of excitement.
They stimulate thrilling feelings and encourage their customers to do mind-blowing things. Their lively visuals and energetic language created an exciting brand personality. Meanwhile, this excited personality gave consumers feelings of wings to fly high with energy on their daily goals.
3-Competence
A competent brand is perceived as a reliable and efficient company. They aspire to express a feeling of trust and expertise in their field while providing high-value products or services.
Let’s take a look at the competency brand personality example of Google.
Google processes about 8.5 billion searches per day. And provides the top 10 websites to answer consumer queries from billions of web pages. This makes it a reliable, intelligent, and trustworthy company.
4-Sophistication
This dimension gives off the vibe of elegance, charm, and refinement to businesses’ customers. At the same time, sophisticated brands tend to attract audiences who admire style and luxury in their lifestyle.
Sophisticated brands like Loius Vitton offer prestige, class, and nobility to their customers. Through their high-quality designer clothes and accessories, they bring high status to customers. Loius Vitton has a glamorous personality that spotlights the lavish way of living.
If you want to up-sell grace, style, and extravagance traits, then you can embrace this dimension to resonate with your target group.
5-Ruggedness
This fifth dimension of brand personality has tough, hearty, outdoorsy, offbeat calls and is connected with stability and resilience. Rugged brands target customers who evaluate strengths, lastingness, and endurance in products or services.
They display a bold brand image and influential statements that line up with a daring and courageous way of life. Meanwhile, appealing to an audience—tracking sensational experiences and adventures in their lives.
One of the best examples of a rugged brand is Harley-Davidson. This American motorcycle manufacturer communicates a sense of adventure and a never-ending quest for freedom and liberty.
This rugged dimension is perfect for your business if your targeted group loves adventure and freedom.
You can effectively express your brand values and identity by integrating these brand personality quirks into your branding game plan.
Other Brand personality elements
Various elements together breathe life into your brand personality. Here are the critical ones that create your brand personality and express your brand message to the audience.
Visual identity. Pay attention to visuals because they are the face of the brand and help in developing a unique personality. The visual identity includes logos, colors, and typeface in branding.
Nike Swoosh paves the way to build a unique personality of the brand that is easily memorable. In fact, 94% of the world’s population identifies the Coca-Cola red and white logo. This shows how forceful they created brand personality visuals.
Brand slogans. Slogans, Jingles, and sound pieces of the brand make it unforgettable. Same as listening to just one line of a well-known song and you identify your favorite song and singer. When we hear the slogan “I’m Lovin”’ It, “the fast food brand McDonald’s instantly comes to mind.
Brand tone of voice and values. Use a consistent tone of voice across all channels to communicate with the audience. As a result, it strengthens your brand identity and familiarity with your brand personality.
How to measure brand personality
Before you measure your brand personality, let’s sneak peek at the tips to develop a perfect brand personality.
- Research your target audience’s personality.
- Analyze your competitors
- Choose the unique traits of your business
- Develop a clear brand identity.
- Integrate it into your logo design, font, color, and tone of voice.
- Monitor to maintain the consistency of your brand personality.
Now, let’s dive into the ways how you can measure brand personality after creating it.
Surveys and Questionnaires
One of the effective methods to measure your brand personality is by executing surveys and questionnaires with your consumers. Create a list of unbiased and clear questions to ask your audience. And use the developed brand personality framework of Aaker’s dimensions we discuss above.
Map out the questions that coordinate with your brand and competitor. It will enable you to see the brand association that stands you out from your competitors.
You can do surveys on your social media and email to get a successful response from them. As a result, you can recognize a large number of customer perceptions about your brand personality.
Focus Groups
In contrast to the above questionnaire, in the focus group method, the brand gained the prescription from a small group of participants. In a real-time conversation, the company discusses in depth the experience, perception and position with the participant.
Consequently, you can squeeze the best analysis of respondents’ valuable insights on their emotional connection with your brand.
Content Analysis
This technique analyses the visual and textual content of brands in marketing, advertising, website content, and customer reviews. You can get a holistic understanding of how your brand presents its content. And you gain insights into the perceived brand personality. Moreover, you get to know how your consumers are interpreting your brand message.
Summing Up
Your brand personality traits set you apart from competitors. But it’s critical to measure them regularly to see if you are moving on the right track. The five dimensions of brand personality help you to evaluate your brand personality.
When you perfectly define and keep in check your brand personality, then it builds stronger emotional connections and creates an unforgettable brand.
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