It can be easy-squeezy to look at brands with personality and think: ‘how did that fluke all that charm?’
But the truth is, creating a personality-packed brand comes down to a series of very intentional steps.
Jennifer Aaker puts this down to Five Dimensions. Competence, ruggedness, sophistication, excitement and sincerity.
While Matt Ellis at 99 Designs puts it down to satisfying another five areas. Authenticity, memorability, value, trustability and authority.
And Lucidpress stresses the importance because brand personality “comes through every part of your brand identity.” Because without it? “Customers will get mixed messages and have trouble connecting with your brand.”
Here we’ll cover exactly how to get started.
It’s important that your brand personality is original to you. And aligns with your brand values and ideal clients or customers.
To help you get there, here we’ll cover 3 killer examples of brands with their own original personalities.
You’ll also learn how to use personality to humanise your brand and places to apply these personality elements to your copy.
Ready? Let’s rock!
Brand personality traits are a series of human qualities assigned to your brand. They’re also the perfect way to create a killer connection to your reader.
Since personality traits are human qualities, these help to begin seeing how our brand interacts with others out in the world.
In fact, Investopedia define brand personality as:
“A set of human characteristics that are attributed to a brand name. An effective brand increases its brand equity by having a consistent set of traits that a specific consumer segment enjoys. This personality is a qualitative value-add that a brand gains in addition to its functional benefits. As such, a brand personality is something tto which the consumer can relate.”
Like you and me, our brand personalities remain a constant. Sure, we may dial up the playfulness on social media. Or our honest tone in emails about new updates. But by clearly outlining your brand personality traits, you’ll have a better idea of who you wanna be and where.
A great place to start when uncovering your brand personality is to look over feedback you’ve received from customers and clients.
Sparkle your noggin with these first. Then head below if you need some brand personality trait ideas.
Wanna discover what your brand’s personality would sound like in a killer playlist?
Got your traits? Perfect! Now all that’s left to do is apply these bad boys to your copy and communications.
Let’s check out some personality-packed brands who put their traits into action.
When we look to brands, we can refer to brand archetypes to guide these. While your brand personality playlist is based on these brand archetypes, a clever dude called Carl Jung coined the concept.
We’ll use these archetypes to guide our brand personality overviews below.
We all love a good binge. But did you know that Netflix‘s personality could be an extra reason why you love this epic brand?
Netflix positions itself as ‘movie enjoyment made easy,’ as explained by First Round Review.
With an uplifting brand experience, Netflix falls under the caregiver brand archetype.
We could describe the Netflix brand personality as:
By matching you with shows and movies based on your preferences, Netflix shows its caring side. Though more than that, we’re met with what others are watching, in lists like ‘top shows’.
Netflix applies personality to humour, too. Making watchers feel a part of something bigger than bingein’ in a lounge room cubby house.
Noggin sparkler: Do you have a Netflix account? If so, how does it feel when you log in? For me, I’d expect to feel a li’l guilty about my sins. The many hours bingeing… But no. Netflix welcomes me with open arms, what a honey! But: the ‘are you still watching’ does kinda grind my gears! Other than that? A+ caregivin’ attitude.
Adventurous, spirited and damn near daredevils. When we look at Redbull‘s brand personality, we see a mix of the explorer archetype and the rebel (which I like to call the renegade).
We could put this brand personality down as:
Ebaqdesign puts it perfectly, “[Redbull is] an aspirational brand that relates to two different types of customers: professional athletes and fun-loving people.”
Though down to earth peeps with exceptional skills, Redbull celebrates thrill achieveable together or with perseverance.
Check out this video showcasing this action-packed personality out in the wild.
You might’ve heard this little sparkle before: but we don’t buy an energy drink from Red Bull. We buy a feeling, an affinity, a membership to an adventure-seeking cult (almost!). You see, when we look at brand with personality, they make us feel something. And there’s no doubting that the Red Bull brand personality makes us feel damn near unstoppable.
If you’re an Aussie, you’ll know all about the beauty that is a sausage sanga from Bunnings on a Sunday morning.
If you’re not in Australia? Bunnings is essentially a hardware shop. From tradies to families and avid DIYers, basically everyone in Australia heads to Bunnings for all things homewares.
With everyday people working the stores, Bunnings is a perfect example of an everyman brand.
They’re down to earth, relatable and make ya feel like – ‘hey, they’re just like me!’
The Bunnings brand personality could be described as:
Combine these personality attributes along with their wide range of products, and you’re in for an epic DIY experience. This time – it actually feels achieveable.
Bunnings shows their everyman brand through their language with a bright tone and can-do attitude.
When we start applyin’ human attributes to brands, ya know what? Things get exciting. That’s because brands with personality stick in our minds longer. They’re original. And we begin buildin’ gosh darn relationships with ’em!
Wanna discover your brand personality if it were a playlist? Take the brand personality playlist quiz, Rock Star! Need more examples of brand personalities that rock? Discover these three brand personality examples to obsess over.
Your friendly, neighbourhood copy tour manager. Here to help ambitious business rock stars like you rock your copy at every stage of your biz road trip.
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