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Discover How to Build an Impressive Brand Identity that Elevates Your Business Profile
In today’s cutthroat world of business, it won’t take you long to list electrifying brand personality examples. And that is because it’s intentional on those brands’ parts. That is because a memorable personality makes you stand out. Because such a personality is essential to foster and maintain a strong brand persona. It’s about giving human-like characteristics to a brand, aka anthropomorphizing your brand.
It wouldn’t be wrong to connect brand personality with the personification of the brand. As a branding services provider in the industry, you need to position yourself and focus on getting your brand to connect with its customers or clients in order to stand out among the competition.
That is because, according to a study conducted by Motista, customers that connect with your brand emotionally have 306% higher lifetime value.
That’s why businesses with fun brand personalities catch people’s attention and keep them engaged. Today, we will answer the question – What is brand personality, and take a look at some of the top brands that highlight the ideal brand personality traits, so you can get a clear picture of this concept.
So, let’s begin on our journey to understanding the concept with the help of some great brand persona examples.
What is Brand Personality and Why is it Important?
Let’s start with the first question that will come to everyone’s mind. What is brand personality? Brand personality consists of traits that personify a business. It comes into existence when human-like attributes are associated with a brand. One of the appropriate ways to define a brand’s personality is to use adjectives, such as caring, creative, rebel, funny, or trustworthy, etc.
To understand the concept in greater clarity, imagine your favorite brand as a person. How would this person speak? Or how it would react in a particular scenario? Or what would be its value system?
Take Apple for example and think about it in terms of a person. The brand is all about calm, peace, and a silent sophistication that sets it apart from the competition. That is what the brand represents as a person, and that is the brand personality that its consumers aim to embody.
What Elements Define the Top Brand Personality Examples?
The purpose of building a personality for a brand is to determine how the brand will show up and act in front of its target audience. It’s associated with voice, tone, and other elements that set the brand apart from the rival brands.
Moreover, the process demands brand managers to understand their target audience and devise a personality that:
- Attracts the customers by evoking a sense of comfort, respect, or familiarity.
- Enables customers to stick to the brand while appreciating and valuing it.
- Wards off customers that the brand doesn’t want to deal with.
You can opt for other ways to create this kind of personality for your brand. However, most brands prefer to go for a model devised by Jennifer Aaker for brand personification.
The model highlights the following dimensions of brand personality.
- Sincerity: honest, wholesome, cheerful, and down-to-earth.
- Excitement: daring, up-to-date, imaginative, spirited.
- Competence: successful, intelligent, and reliable.
- Sophistication: charming, upper class.
- Ruggedness: Tough, outdoorsy.
Let’s dive deeper into these characteristics to learn more about them.
Sincerity
Consumers love brands with a sincere approach. These brands are straightforward and trustworthy. And customers get a transparent experience that is focused on real-life experiences. So sincerity is something you will often see embodied by the top brand personality examples.
Excitement
These brands provide an unforgettable experience to the customers. Brands with the element of excitement take people on a journey and enable them to discover something unique. These brands are also good at creating hype around a product or service too.
Competence
Customers opt for brands who can get the job done perfectly. These brands are often seen as industry experts, displaying their strong commitment to quality. You can connect traits, such as successful, innovative, hardworking, and experience with these brands too.
Sophistication
A sophisticated brand is one that combines elements of luxury and exclusivity. You can find many brand personality examples with this element. They talk about the lifestyle their customers crave or wish to establish. The traits for these brands include upper class, elegance, glamour, and class.
Ruggedness
Brands with ruggedness as a part of their brand personality, focus on the power and strength of their customers, keeping an outdoorsy and nature-centered element. You can associate traits such as tough, masculine, and thick-skinned with these brands, evident in many sports brands in everything from their color schemes to sports website design ideas they use.
10 of the Top Brand Personality Examples from Popular Brands Across the World
A business with the right brand personality needs to showcase and reinforce its impact with the right visuals, tone, and more. Without it, that brand is empty and devoid of any personality, meaning that people will have a hard time connecting with the business.
So how do the big brands do it? How have these giant global conglomerates managed to establish such strong brands that form strong, long-lasting bonds with the consumers?
Here’s how popular brands have done it.
Nike’s Brand Personality
Nike’s brand personality example is impossible to ignore. This brand has been leading the industry of athletic performance apparel and footwear for decades. Talking about Nike gives you the vibes of unmatched athletic performance, coupled with excitement and a sense of elitism.
Indeed, the brand personality reflects in whatever the brand does. You can identify the “elite” part in almost no time. The apparel and shoes are meant to stand out and enhance your athletic experience, whether its via making you more comfortable or helping you perform better. When talking about Nike, we can’t skip its slogan, Just Do It.
Coined in 1988, this slogan has become one of the best examples of brand personality statements. With several interesting elements associated with it, Nike is surely a brand that can appeal to anyone.
Coca Cola Brand Personality Example
With plenty of successful campaigns, a vibrant logo, and a list of engaging slogans (that became prime examples of brand personality statements in their time), Coca-Cola had to be a part of our list of brands personality examples.
One of the top brand persona examples today, it is closely associated with feelings of excitement and happiness. And that is what makes its battle with Pepsi for the crown of top soda option so amazing.
Consumers love personalization. That is one of the big things in recent years, where personalization has become a core tenet of user/consumer experience. And that is what Coca-Cola capitalized on. For its “Share a Coke” campaign, it allowed people to find their names printed on the label.
People loved buying bottles and cans with their names written on them. The resulting buying frenzy, helped further by the TVCs and the DVCs for that campaign, helped to boost Coca-Cola’s brand worth, reinforcing its already strong connection with consumers. As a core tenet of its brand personality, this was further helped by celebrity endorsements that helped build a stronger bond with their target audience.
Slack’s Personality Example
The next brand on the list is Slack. It’s unbelievable how they coopted a synonym for laziness to revamp workplace communication. The personality is undoubtedly easy and personal.
Slack’s brand personality framework consists of core values to inspire its audience. Its primary orientation is sincerity, followed by competence. And excitement is associated with people’s experience with a product or service.
More importantly, the tagline “discover a new way of working” also represents the brand and makes to the list of comprehensive examples of brand personality statements.
Chanel’s Brand Personality
It’s hard not to mention Chanel while talking about brands personality examples. It tops the list of fashion brands with a strong brand personality. This brand is a true representation of sophistication. Take a look at their social media outlet, Instagram. You will notice soft blues, subtle yellows, and black space to bring attention to one focal point.
The minimalist and vintage theme showcases it as a sophisticated brand. If you imagine Chanel as a person, you will find it as a person that cares deeply for fashion, is polished, refined, and worldly. Moreover, its entire look is about making it one of the top luxury fashion brands of the world.
On top of that, their mission statement “To be the Ultimate House of Luxury, defining style and creating desire, now and forever” is perfect as a great brand personality example with a strong statement.
Tesla Personality Example
Who doesn’t know about Tesla and its owner Elon Musk? When it comes to an exciting brand personality example, Tesla displays excitement and sophistication. Be it American car brands or clothing businesses’ brand personalities, people start to use them as self-expressive statements. For example, when you drive a Tesla, you will earn self-expressive benefits, allowing people to observe or make judgments about you.
Even the brand owner, Elon Musk, does not hesitate to challenge the status quo, and has bigger ideas to revolutionize the world. No doubt, he shares the Magician brand archetype.
You can also relate it to the Ruler archetype as Tesla wants to crush the competition in electric vehicles. Elon is undoubtedly a powerful leader who sees winning as an ultimate goal. And a public image of a leader influences how the target audience perceives a brand.
Amazon Brand Personality Example
Amazon is one of those brand personality examples that demonstrates sincerity and competence. The brand has established itself as the most trusted eCommerce brand, focusing on the industry’s ever-changing shipping and return policies and unmatched product accessibility.
Jeff Bezos – the CEO follows a customer-focused approach, sets the bar for customers, telling them what to expect from any modern eCommerce platform, including Amazon and its rivals. Conversely, Amazon suppliers don’t always appreciate it, but he has transformed Amazon into a sincere and reliable brand.
It continues to set the bar high even when there is something unsuccessful. Amazon and Bezos have a policy of learning and improving from failures, and that makes the brand personality more human.
Dove’s Brand Persona Example
When you think about Dove, chances are you connect it with a brand personality example of sophistication, femininity, glamour, and beauty. It’s one of the brands of personality that evolved its approaches to branding over the years and demonstrate more than glamour or sophistication.
Currently, the Dove brand personality highlights sincerity in its strong values and thoughtfulness. Take its “Campaign for Real Beauty” advert for example. It transformed the way we perceive appearance. The brand encourages people to be confident.
Did we mention Dove’s famous campaign slogan, “You’re more beautiful than you think”? It is empowering. And it works perfectly as an example of a captivating brand personality.
Starbucks’s Brand Personality
Whether you’re a working professional, a harried mom, or even a teenager in high school, you must be familiar with Starbucks and the delicious array of coffee-based beverages they produce. Starbucks is one of the top brand personality examples that were deeply connected to business ethics in whatever it used to do, earlier.
It was focused on sincerity, honesty, delivering real coffee, and transparent advertising. Currently, sincerity is still a crucial part of the brand’s personality. But customers have started to see through that to uncover the exploitative policies of the company when it comes to labor. And that has marked the brand personality quite heavily.
It’s worth taking their collaboration with Spotify for example. It was the brand’s effort to help build a stronger community, enabling loyalty programs with music. And the introduction of membership cards allows people to consider themselves as exclusive member of an affluent group.
Rolex’s Modern Brand Personality Example
The Rolex brand is known for producing some of the world’s finest watches. And today, the brand is truly synonymous with precision and sophistication. Rolex accommodates customers who need classy wrist watches that suit their formal attire in a boardroom and draw attention to their personality at a dinner in a high-end restaurant.
These category of customers don’t prefer anything flashy, but something that is finely made with elegance. Rolex is the type of brand that attracts to people who love finer things in life.
This brand has set an unmatched standard in the industry and known for its elegance and sophistication.
It was focused on sincerity, honesty, delivering real coffee, and transparent advertising. Currently, sincerity is still a crucial part of the brand’s personality. But customers have started to see the element of excitement in their marketing efforts.
It’s worth taking their collaboration with Spotify for example. It was the brand’s effort to help build a stronger community, enabling loyalty programs with music. And the introduction of membership cards allows people to consider themselves as exclusive member of an affluent group.
Red Bull’s High Adrenaline Brand Persona Example
Red Bull needs to go on any list of brand personality examples. What sets it apart in the energy drink industry is the element of competence and daredevilry in its personality. With huge sales and incredible leadership, no doubt the brand has successfully secured a top position in the market filled with competition like Monster.
Moreover, their participation in outdoor events, outrageous stunts, and extreme sports, such as soapbox racing and motocross racing, and gravity-defying space jump in October 2021 showcase ruggedness and excitement. Red Bull has truly set the next-level standard for energy drink brands.
There’s no denying that everything that surrounds the Red Bull brand personality is hyper-energetic. It’s a company that promotes fun, adventure, and don’t hesitate to go the extra mile to take up a challenge, as exemplified by their motto “Red Bull gives you wings”.
Frequently Asked Questions
| 1. What is brand personality examples? Brand personality translates to human-like characteristics associated to a brand. You can define these characteristics using adjectives that are used to describe a person, such as unique, creative, trustworthy, caring, or straightforward, etc. |
| 2. How do you create a personality for a brand? You can begin by understanding types of brand personalities to create a unique one for your brand. The process is simple and includes the following: – Consider your competition – Write down adjectives on a paper – Try to draw the character – Analyze if it resonates with the brand image you have – Be consistent in your efforts. |
| 3. What are the five brand personalities? The five brand personalities are excitement, sincerity, competence, ruggedness, and sophistication. Customers prefer to purchase from a brand that is similar to them in terms of a personality. |
| 4. What is brand personality give an example? Brand personality relates to human characteristics that are associated with a brand. You can express them using adjectives, such as cheerful, dependable, responsible, and sophisticated. |
Conclusion
Strong brand personality examples help you stand out in the competitive market. That’s why building the right personality for your brand is crucial. It will help customers decide on whether you’re the right brand for them.
Establishing a powerful brand personality example is also a tactic to foster lasting relationships with your target audience that last for decades.
If you observe, brands with sincere personality also focus on aligning business values with other branding elements, such as logo design, images, identity, and positioning.
Therefore, while working on crafting a personality for your brand, it is better if you focus on voice or message, and opt for proven brand style guide to get the job done in the right manner.
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