The Five Dimensions of Brand Personality
The characterisation of a brand provides insight into the most effective ways to communicate with a target audience.
Bridging the gap between consumers and brands requires a level of sensitivity and respect that goes beyond traditional thinking. People are more inclined to seek advice of their friends and their peer or social group over self-serving brand messaging. This is based on the principle conducted by influencer and peer network programs. If we have an emotional connection with someone, we will be more receptive to their message or communication delivered by them rather than with a person we do not relate to or we do not have any connection with. For Example, we generally tend to take advice …show more content…
Examples of traits for the different types of brand personalities are as follows: Excitement is synonymous with a carefree, spirited and youthful attitude. Sincerity is highlighted by a feeling of kindness, thoughtfulness, and an orientation toward family values. Ruggedness is thought of as rough, tough, outdoorsy and athletic. Competence, in the mind of a consumer, is considered to be successful, accomplished and influential, highlighted by leadership. Finally, sophistication makes a brand seem elegant, prestigious and sometimes even …show more content…
A company's imagery is a series of creative effects that communicates the real benefits of its brand. On the contrary, a firm's brand personality directly creates an emotional relationship in the mind of an ideal consumer group.
It is important for a company to rightly link the brand personality with the correct consumer. This is because brand personality not only results in increased brand equity and defines the brand's attitude in the marketplace but also, it determines the key factor of any successful marketing campaign. In order to choose a brand's personality, companies consider one of the five personality types that would best go with their message.
If, for example, a new outdoor apparel company wants to resonate with consumers, the natural inclination is to create a brand personality that is rugged. However, it is possible that the company's competitor may have already positioned itself as the rugged outdoor apparel brand. Instead, the new apparel company can position itself uniquely in the mind of the customer by adopting a brand personality of sophistication. This differentiates the brand as an upscale, high-end option to outdoor apparel, which attracts a specific type of consumer.
Following is the list of traits belonging to each
The characterisation of a brand provides insight into the most effective ways to communicate with a target audience.
Bridging the gap between consumers and brands requires a level of sensitivity and respect that goes beyond traditional thinking. People are more inclined to seek advice of their friends and their peer or social group over self-serving brand messaging. This is based on the principle conducted by influencer and peer network programs. If we have an emotional connection with someone, we will be more receptive to their message or communication delivered by them rather than with a person we do not relate to or we do not have any connection with. For Example, we generally tend to take advice …show more content…
Examples of traits for the different types of brand personalities are as follows: Excitement is synonymous with a carefree, spirited and youthful attitude. Sincerity is highlighted by a feeling of kindness, thoughtfulness, and an orientation toward family values. Ruggedness is thought of as rough, tough, outdoorsy and athletic. Competence, in the mind of a consumer, is considered to be successful, accomplished and influential, highlighted by leadership. Finally, sophistication makes a brand seem elegant, prestigious and sometimes even …show more content…
A company's imagery is a series of creative effects that communicates the real benefits of its brand. On the contrary, a firm's brand personality directly creates an emotional relationship in the mind of an ideal consumer group.
It is important for a company to rightly link the brand personality with the correct consumer. This is because brand personality not only results in increased brand equity and defines the brand's attitude in the marketplace but also, it determines the key factor of any successful marketing campaign. In order to choose a brand's personality, companies consider one of the five personality types that would best go with their message.
If, for example, a new outdoor apparel company wants to resonate with consumers, the natural inclination is to create a brand personality that is rugged. However, it is possible that the company's competitor may have already positioned itself as the rugged outdoor apparel brand. Instead, the new apparel company can position itself uniquely in the mind of the customer by adopting a brand personality of sophistication. This differentiates the brand as an upscale, high-end option to outdoor apparel, which attracts a specific type of consumer.
Following is the list of traits belonging to each