Do Personalities in Branding Matter?

Have you ever wondered why some brands seem to have a loyal and passionate following, while others struggle to stand out in a crowded market? What makes a brand memorable, relatable, and trustworthy? Is it just about the quality and price of the products, or is there something more?

In this blog post, I will argue that one of the key factors that differentiate successful brands from mediocre ones is the presence of personalities. By personalities, I mean the human traits, values, and stories that are expressed through the brand’s identity, voice, and actions. I will explain why personalities are relevant and beneficial for both the brand and the consumers, and how they can help create a sustainable and innovative business model. I will also share some examples of brands that have embraced personalities and how they have achieved remarkable results.

Why Personalities are Relevant

One of the main reasons why personalities are relevant in branding is that they help to create an emotional connection with the consumers. People are not just rational beings who make decisions based on facts and logic. They are also emotional beings who are influenced by feelings, emotions, and values. They want to buy from brands that they like, trust, and respect. They want to buy from brands that share their beliefs, aspirations, and challenges. They want to buy from brands that have a purpose and a vision, not just a profit motive.

Personalities can help to convey these aspects of a brand in a more authentic and compelling way. They can help to tell the story behind the brand, its origins, its values, its mission, and its vision. They can help to showcase the people behind the brand, their passions, their skills, their struggles, and their achievements. They can help to create a distinctive and consistent voice for the brand, one that reflects its character, tone, and style. They can help to humanize the brand, making it more approachable, relatable, and engaging.

Why Personalities are Beneficial

Another reason why personalities are beneficial in branding is that they help to create a competitive advantage and a loyal customer base. In a market where many products are similar in terms of quality, price, and features, personalities can help to differentiate a brand and make it stand out. They can help to create a unique and memorable identity for the brand, one that is easily recognizable and memorable. They can help to create a positive and lasting impression on the consumers, one that builds trust and credibility. They can help to create a sense of belonging and community among the consumers, one that fosters loyalty and advocacy.

Personalities can also help to create a sustainable and innovative business model. By aligning the brand’s personalities with the consumers’ values and needs, the brand can create a more meaningful and relevant value proposition. The brand can also create a more loyal and engaged customer base, one that is willing to pay a premium price, repeat purchases, and recommend the brand to others. The brand can also create a more collaborative and creative culture, one that encourages feedback, innovation, and disruption. The brand can also create a more positive and responsible impact, one that addresses social and environmental issues and contributes to the common good.

Examples of Brands with Personalities

There are many examples of brands that have successfully incorporated personalities into their branding strategy. Here are some of them:

-Ben & Jerry’s: This ice cream brand is known for its quirky and fun personality, as well as its social and environmental activism. The brand uses humorous and catchy names for its flavours, such as Chunky Monkey, Cherry Garcia, and Phish Food. The brand also supports various causes, such as climate justice, racial equity, and LGBTQ+ rights, through its campaigns, partnerships, and donations.

-Apple: This tech brand is known for its innovative and visionary personality, as well as its design and quality. The brand uses simple and elegant logos, slogans, and packaging, such as the apple icon, the “Think Different” motto, and the white box. The brand also launches ground breaking products, such as the iPhone, the iPad, and the AirPods, that redefine the industry and the consumer experience.

-Lush: This cosmetics brand is known for its natural and ethical personality, as well as its freshness and fragrance. The brand uses colourful and creative labels, displays, and packaging, such as the black pots, the soap bars, and the bath bombs. The brand also sources its ingredients from organic and fair trade suppliers, and supports various campaigns, such as animal rights, human rights, and environmental protection.

Conclusion

In conclusion, personalities are not irrelevant or egotistical in branding. They are essential and beneficial for both the brand and the consumers. They help to create an emotional connection, a competitive advantage, and a sustainable and innovative business model. They help to make a brand more memorable, relatable, and trustworthy. They help to make a brand more than just a product, but a partner, a leader, and a friend.

So, why not embrace personalities in your brand? Why not show the world who you are, what you stand for, and what you can do? Why not create a brand that is not only safe and legal, but also tasty, nutritious, and natural? Why not create a brand that is not only a pioneer, but also a disruptor, an innovator, and a changemaker? Why not create a brand that is not only about scaling, but also about sustainability, community, and value? Why not, rather than why? #togetherwecan