Brands have personalities?

Personalities, like fingerprints, are unique. Science can clone a human body but not its personality. The same applies to brands. Competitors can replicate the product but not the brand’s personality.

Human personality that is strongly established on an individual’s personal philosophy has a cutting edge potential to influence others. For example Dr Mahathir is progressive, Zainal Abidin is ethnic, Madonna is sensual, Nelson Mandela is freedom, Asha Gill is versatile, and most popular of all, David Beckham is style. These consistent personalities have firmly positioned their point of influence.

Brand personality, once established, is yours for keeps. Before your brand’s personality is successful, you need to establish it in consumers’ minds.

Banana Boat is sporting fun, Canon IXUS is sophisticated, Prudential is reliable, Land Cruiser is rugged, HSBC is trustworthy… you get the picture. But how did these brands establish such strong personalities in the first place?

 

As pointed out earlier, much like human personality, brand personality reflects the brand’s philosophy. A brand personality that represents its philosophy forms an emotional bond that consumers can identify with, thus forming its Emotional Selling Proposition (ESP). Once a brand’s ESP is established in the consumer’s mind, then the brand personality is yours for keeps.

Once established, brand owners tend to toy with the idea of expanding their brand’s personality to reach more target groups. Big mistake. Changing brand personalities tend to fall into two traps. The brand either suffers from multiple personalities or an identity crisis. In both cases, consumers are confused, the competitor seizes the opportunity to reposition themselves (i.e. replace your brand) in the consumers’ mind and the top brand goes down.

In short, brand personality establishes an identity. Whenever you catch yourself toying with the thought of diversifying your brand’s personality, ask yourself: Who is Adam King? Literally.

To build your brand’s personality, talk2us@peopalove.com or call
+604-2288 696
 
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