The importance of brand personality.
Personality Makes a DifferenceBrand personality can make or break a buying experience for consumers. It can mean the difference between making a purchase or passing something up. Bottom line is that brand personality deeply impacts your consumers and their experiences. And it is essential to fully understand your brand personality and how it positively or negatively impacts your consumer journey.
That’s where finding a stellar agency partner comes in. Is your brand cautious and calculated or quick and groundbreaking? Is it encapsulated by reliability or is there a different way you should be presenting your service or product? An agency partner will help you fully understand key words, phrases, and associations consumers have with your brand. This agency partner will help you prepare for the evolution of your brand’s personality. They will also help you plan for potentially unwanted negative personality traits.
Creating Brand PersonalityRegardless of a brand’s position in the marketplace, its personality can have a far-reaching impact on an integrated marketing strategy.
Take Arby’s for example. Their over-the-top “We Have the Meats” campaign has evolved into a legitimate personality trait - “More”. At Arby’s, they want their customers to feel like they’re getting what they deserve.
In other words, their campaign has created a personality trait for Arby’s in that consumers feel that Arby’s is “fair”. And it’s this fairness that has permeated through their marketing initiatives since this campaign launched.
In the same way that a positive personality trait can be created, so can a negative one. Though negative brand personality traits are often created externally, they’re still essential to consider when auditing your current brand status.
Knowing the potentially negative ways that your brand is being viewed by your consumers allows you to make meaningful internal and external changes. And it’s these changes that allow you to harness the full potential of your brand personality.