The Sunday Feed
Brand Personality — Is it only for defining on paper?
Those who work in the advertising or marketing, often come across this term called “brand personality.” Essentially assigning human values to a product, which, is otherwise inanimate.
This term exists long before social media came into prominence. Many years ago, the brand custodians understood that a lot of people actually had a much stronger association with the brand than what they could imagine. A strong brand salience!
While the literature of the marketing plans had this term buried alongside the array of words, it really resurrected after social media became prominent. That is because the brands broke the trend of communicating just one way through mass media and started to interact with the customers on a one-on-one basis.
Now brands no more are just a device by which we can solve a problem, they are way beyond that. They are someone we rely on for the intricate answers we cannot find anywhere else. They are like our school friends with whom we spend more time than anyone else. They are our teachers who conduct classes for us when we want them to. They are our mentors who show us the shortest and most guaranteed way to success.
So if I were to assign a brand to the girls and boys I studied in my class when I was in my HSC, here’s how I would do it:
1. Apple: The topper of the class
2. BMW: The introvert who is on the way to become an engineer
3. Calvin Klein: The stylish guy who every girl wants to talk to
4. DKNY: The guy who likes to jog at 5am in the morning everyday
5. Ed Hardy: The secret group of the class who love conspiracies and cults
6. FILA: The junior table tennis champion of the district
7. Google: The go-to guy for last minute assistance on homework
8. Heineken: They guy who steals his dad’s alcohol and fills it with water
9. IKEA: The rich kid with a big house for plenty of spare rooms to hangout
10. Jeep: The guy who goes on vacation even when the school is in session
11. Kodak: The girl who keeps a diary of everything
12. Levis: The tall guy with big muscles
13. McDonald: The girl who has street food for lunch and dinner
14. Nike: The cricket captain of the class
15. Oral B: The girl with a contagious smile
16. Prada: The rich girl who gets heaps of pocket money
17. Quick Silver: The guy who cycles to the beach every evening
18. Ray Ban: The guy who wears sun glasses even when it’s raining
19. 7 Eleven: The guy who studies all night yet never sleep during the day
20. Timex: The girl who comes to school before it opens and sits at the gate
21. Udemy: The boy who loves showing off his knowledge
22. Victoria Secret: The girl who everyone has a crush on
23. Wrangler: The guy who wears his elder brother’s old denims
24. XOXO: The super intelligent girl with a weird sense of dressing
25. Yahoo: The boy who specialises in writing love letters
26. Zara: The boy who gets the best clothes at the lowest prices
Brands have become humans. They have a personality and a value system. Customers interact with them like they do with their friends or family. So if you are a marketer, make sure you understand their sentiments and not say or do anything that hurts them. Take care of your customers like you would care for your friends. They will love you for doing that!
Photo by Julia M Cameron from Pexels