I’m back to help budding entrepreneurs with some pointers on how to build your company and solidify your market share. Today, I’ll help you make friends. And money.
When industry experts throw around the term “brand personality,” they mean the human characteristics attributed to a brand.
Consider if your brand was a person.
- Is she funny?
- Is he good-looking?
- Does she ooze intelligence?
- Is his lifestyle one of wealth?
Before you decide on who your brand is, you must identify the person your target customer or client wants to befriend! In other words, you’ve completed market research and you know all there is to know about that target consumer.
Here’s an example:
You just wrote a book about gluten-free cooking. Okay. Who would read that book? After researching the market, you have identified people who read cookbooks about healthy eating, bio-hacking, avoiding allergens. This crowd of foodies, both men and women, is between the ages of 20 and 60 years old. They visit health-related websites, buy exercise equipment, and see the allergist every six months. They visit cooking websites, buy cookbooks, visit gourmet grocery stores, enjoy dining out, and occasionally purchase cookware and cooking appliances.
So, should your brand smoke cigarettes?
Sure, that’s an extreme example, but it makes a point. Your gluten-free cookbook brand would not indulge in unhealthy activities.
Your brand understands allergies and preventing attacks or exposure. Your brand is careful and thoughtful. Your brand enjoys time in the kitchen — with family and friends. Your brand considers health — across the board — important. Your brand understands the bio-hacking and nutrition science.
Imagine your brand is a guy at a party. He would talk about reducing allergens in the home. He would talk about micronutrients. He would talk about clean eating — and natural farming. He’s chatting with others who are passionate about healthy eating — or protecting against allergic reactions. His group of foodie friends are complaining their gluten-free bread didn’t rise — and he’s offering solutions. They are wondering about gluten-free birthday parties. He’s got recipes! You get the idea.
At that same party, the guy across the room representing the tequila brand is doing shots and dancing with people on vacation. The woman in the Chanel little-black dress represents the high end jewelry brand. She’s chatting with the luxury car brand who knows all about automobiles as investments.
Sure, these imaginary people are just that: characterizations. But those characterizations epitomize the concept of brand personality: Select traits with which your market segment aligns. You must speak to your target customer or client in a tone they appreciate. Your subjects are subjects they follow. You’ve got to vibe the way they do. Once you personify your brand, creating and maintaining its continuity and integrity.
Don’t forget, however, that your brand personality should align with your and your company’s mission and values. In most cases, that alignment is organic. If you write a book about gluten-free cooking, you’re already interested in combating allergens, healthy eating, nutrition, and great food!
For simplicity, brand experts have distilled brand personality to five types:
Sincere
A sincere brand is kind, thoughtful, and family-values oriented. You would describe these brands as wholesome, trustworthy, cheerful, honest, and appropriate for children. Sincere brands include Hallmark or Disney.They attract those who seek safety and tradition.
If you return to my article on Marketing Magic, the sincere brand values the human needs of stability and connection.
The sincere brand says things like: Marry me. Sit down and have a home-baked cookie. Get ready for church. God bless you. Let’s play a board game! Bring the family home for the holidays. Parenting is hard, but a blessing. That’s not safe. Do your homework. Take a walk with grandma.
On a date, the sincere brand might hold hands and share an ice-cream sundae.
On the job, the sincere brand is a nurse or teacher or counselor.
On vacation, the sincere brand is at the zoo or the museum.
For entertainment, the sincere brand seeks G-rated cartoons and educational books.
Exciting
Exciting brands are carefree and youthful. We describe these brands as adventurous, enthusiastic, and bold. Exciting brands include Tesla and Red Bull. They attract those who want the new, the innovative, the cutting edge. Exciting brands are often eccentric — like Warby Parker.
The exciting brand values the human needs of stimulation and expression.
The exciting brand says things like: Party time! New and improved. Let’s try, let’s go… I’m first! I invented… I created… Avoid the fun police. For those in the know… The old approach doesn’t work. Tradition is overrated. Innovation means breaking the rules. Try it, you might like it. I’ll do anything once!
On a date, the exciting brand hits the grand opening of a rave club and stays out all night.
On the job, the exciting brand is an athlete, soldier, rockstar, or astronaut.
On vacation, the exciting brand is learning the local language and zip lining. Red Bull supports X Games and sporting events. You won’t see them at an opera or research convention!
For entertainment, if the exciting brand sits still, it is the first to see a premier, has front row seats at the hottest concert, and is taking classes in ancient pottery (using a kiln he made himself).
Competent
Intelligent, successful, accomplished, and influential, competent brands radiate professionalism. They are trustworthy and reliable (but not always traditional). Any bank or investment firm, or automotive brands like Volvo, typify the competent brand personality. They are selling trust.
A competent brand values the human needs of security and awareness.
The competent brand says things like: Trust me. I know better. Listen to your elders. Don’t worry — we have your back. We take care of the hard stuff. Lean on me. We’ve handled this situation many times. You’re in good hands. Rely on us so you can live your life. Let us handle it.
On a date, the competent brand engages in conversation about the economy or politics. Maybe they attend a lecture or a cocktail party with other influential people.
On the job, the competent brand is a lawyer, banker, stockbroker, or accountant.
On vacation, the competent brand is at work. They don’t take vacations.
For entertainment, the competent brand chooses school. They crave knowledge and increased competence. Books and lectures, the History Channel, and political rallies are fun for them.
Sophisticated
We easily recognize the elegant brand personality. Think wealth and success, glamour, elegance, prestige, and pretence. Often sophisticated brands, like Chanel or Apple, are expensive and sexy. They are selling lifestyle aspiration.
The sophisticated brand values the needs of identity and expression. Often, these brands will reflect on the human need for meaning.
The sophisticated brand says things like: I only use X, I only dine at X, I only trust X… I’ve made it, baby! Don’t you wish you were me? All the little people stare. Do you want me? You dream of being me. Someday, this can all be yours. If you’re in the know… Join the club.
On a date, the sophisticated brand dines at a Michelin Star restaurant…and finishes the night in the bedroom.
On the job, the sophisticated brand is a famous model, entrepreneur, actor, or artist.
On vacation, the sophisticated brand is lounging on a remote, private island.
For entertainment, the sophisticated brand seeks out luxury: gourmet food, private screenings, and intimate performances where the artist performs for a select few.
Rugged
Adventurous, outdoorsy, and athletic, the rugged brand can take a punch. Associated with danger or human physical achievement, rugged branding is not afraid of getting dirty. Jeep and Timberland are two fine examples.
The rugged brand will value the human needs of stimulation and awareness. Often, these brands also value identity.
The rugged brand doesn’t talk or say anything. It does. It shows. Consider it the brand of few words. All action.
On a date, the rugged brand goes off-roading, snowboarding, or hiking. The two might go fishing or hunting.
On the job, the rugged brand is a contractor, landscaper, or cowboy/girl.
On vacation, the rugged brand is conquering a mountain or cave diving. It’s all about adventure.
For entertainment, the rugged brand is a doer, not a watcher. They are not watching the concert; they are on stage. They are not watching the car race; they are driving.
The Brand Personality Mix
But, you say, my brand is a mix of two of those personalities. Of course it is! Brand personalities are like people. People are not cardboard cutouts. They have dimension. A person can be rugged and competent — or sincere and sophisticated. So can a brand.
The key is to identify your main brand personality — and then incorporate a subordinate brand personality. Not only will this tweak differentiate your brand from others but also will help your brand seem more real, more approachable. And incorporating both a main and subordinate brand personality allows you to reach more and target specific consumers.
Can you think of an automotive brand that is both exciting and sophisticated?How about Audi.
A good friend owns a title company that embraces a competent personality. This is an obvious choice for any professional company — especially one that handles financial transactions. His subordinate brand could have been any of the other four. He chose sincere. His brand is honest and caring — and markets directly to families or stressed real estate agents! The message: We’re experts who get the job done — but we care about you and your family, and your business. We ensure you are safe and understand the process.
Another friend who owns a title company has differentiated her brand by choosing a primary competent personality with a subordinate, sophisticated personality. She caters to real estate agents who market high-end properties. Her message: We are trustworthy and competent and cater to only the wealthy and successful.
Both title companies market in the same geographic area — but they attract and retain different clients! Brand personality is the perfect route to differentiation and brand message clarity.
Take time to understand your target persona — and to create a brand with whom that target person would want to hang out. It’s worth it!
- Originally published – Medium, The Pillars, June 2023