Dynamics of Brand Personality

BRAND
Refers to symbols such as name, logo, slogan, design etc.
Customer experience represented by collection of images & ideas.

Brand Personality
Expression of the core values & characteristics of a brand with emphasis on human personality traits e.g. friendly, intelligent, innovative
Process of transforming brand into a person or humanizing the brand.
Acts as brand differentiator &offers sustainable competitive advantage

EXAMPLES
Brands having charisma extends well beyond their brand’s functional benefits

ORIGIN
Hathaway, the manufacturer of brand of shirts, hired Ogilvy’s agency in 1951.
David Ogilvy created most successful & widely recognized brand personalities.
campaign showed the model in a series of situations in which he would have liked to find myself

BENEFITS
Helps to identify the brand attitude & various dimensions of the personality .
Focus of Brand messages is on critical drivers that reflect the brand’s personality and distinguish it from competitors.
Helps to create greater depth and dimension for the brand

Analysis of the fit between the use of celebrities and the brand’s personality to differentiate between right and wrong.
Management of the brand’s international personality and monitoring of valuable cross-cultural personality traits.
Understanding which dimensions result in preference, differentiation, trust and loyalty.

WHAT PERSONALITY REVEALS ABOUT A BRAND
Demonstrates a Brand’s Passion, Expertise & ultimate purpose
Touches & energies the motivation of the targeted Customer Segments
Projects the Brand’s Core Values and Beliefs
Describes how customer’s can expect to be treated.

Brand Personality is the “voice” behind Brand’s :
Values
Functional Attributes
Competitive Positioning
IBM vs. vs.
Corporate
Formal
Professional
Microsoft Aggressive Main-stream Arrogant Apple Individualists Freethinkers Innovative

Environmental Design
A brand is demonstrated through everything be: product design, merchandising, décor, signature elements, background sounds & even smells.
Hot color communicates an aggressive, passionate personality

POWER BUILDING
Plays role in introduction & growth of new brands to create noticeable differentiation
Young, trendy, stylish
Provide better & different shopping experience
compelling prices & clean-attractive stores

REFLECTIONS
The perceptions, motivations, and values of its targeted customers must be reflected.
American Express
Sophisticated
Dignified
Educated

CREATING BRAND PERSONALITY
Define the target audience
Find out what they need, want and like
Build a consumer personality profile
Create the product personality to match that profile
E.g : Levi Strauss
masculine
youthful
rebellious
individual
free
American

STRATEGIES TO CREATE BRAND PERSONALITY
Values and Characteristics of Brand Personality :
Tend to prefer brands that fit in with their self-concept.
Like personalities that are similar to theirs, or to those whom they admire.

Company A Company B Sophisticated Easy going Arrogant Modest Efficient Helpful Self-centered Caring Distant Approachable Disinterested Interested

STRATEGIES
Making the Customer Connection:
Communicate the brand’s personality
Create the connection between customer and product
Give customers what they expect
Keep promises

INDIAN SCENARIO
INPUT: personality that the marketer wishes to attach to his brand.
TAKE-AWAY: impression of that personality which actually enters the target consumer’s head.
In March 1989, several students at the Indian Institute of Management, Calcutta (IIMC), conducted small-scale surveys on the personalities of various brands, as part of their course on Advertising Management.

SURVEY – INSTANT COFFEE Nescafe was compared to Gold Cafe-both 100% pure instant coffees, both heavily advertised and both premium-priced.
Mr. Nescafe
young man belonging to the Upper middle Class
educated and professionally qualified
ambitious and ‘wants to go places’
of high caliber and full of self-confidence
outgoing character
Mr. Gold café
older person, possibly graying at the temples and excluding sophistication
achieved much in terms of prestige within his organization as also financial standing
nurse higher ambitions
learnt to control his emotions
sophistication is expressed in his finer tastes

Symbols & Logos
Logos should be:
Unique but easy to recognize
Worth remembering and represent ideas etc.
Look simple and yet capture wider meaning.
Relevant and in tune with the time.

Slogans / Punch Lines
Enhance brand recall
Have strong linkage with brand's essence / key values
Convey a clear meaning or suggest something about product category / brand / values / features / benefits of the brand
Peter England - Honest Shirt (sincerity)
Bank of Rajasthan - Dare to Dream (Excitement)
Mahindra Scorpio - Nothing else will do (Ruggedness)

Tangible aspects of the Brand
Package
Price
Nirma
Medimix

Attitude & Tonality
Cricket Wireless ’ “bright, lime green sofa” communicates this brand’s relaxed, comfortable, residential personality. This “residential” cue supports the brand’s positioning that Cricket can be a replacement for your home phone.
Starbucks ’ signature music cues a multicultural personality. You hear it … you’re aware of it. Additionally, their merchandise drives both brand identity and a unique flair – interesting, inviting and personable.
Southwest Airlines ’ “every-man” personality is evoked in their warm colors, their employee training, and their customer service interactions.

ADVERTISING IN CREATING BRAND PERSONALITY
Helps brands to gain market share, command price premium
Key advertising elements:
Endorser
User imagery
Symbols
Execution elements

Endorser
Celebrity enjoys instant recognition & goodwill that can be transferred to the brand.
Personality of the brand and celebrity should complement each other. Eg. Sachin stands for style, power play, technique and excellence or performance and so best for Boost.
Reliable celebrity ensures instant awareness, acceptability and positive attitude towards the brand, which is precursor to buying.
Indian celebrity can connect foreign brand with the Indian consumer with great effect. Eg. Big ' B' as brand Ambassador for Reid & Taylor
Endorser Attributes
Amitabh Bacchan - Resilent, professional, charismatic, unassuming
Sachin - Excellence, determination faith hard work
Rahul Dravid - Reliable, consistency
M.S. Dhoni - Sheer power play
Rani Mukherji - Youthful, enthusiastic

User Imagery
Who or what type of person, might use that product / brand. Raymond’s ad (playing with puppies) focuses on soft side of man (i.e. caring and loving)
Communicates about the life style of the user. It results in user-driven image which is transferred to the Brand. Brand personality needs to be updated with change in user imagery and information so that the brand remains contemporary and relevant.

Executional Elements
Consist of elements like layout, colour etc (in print ads) and visual appeal, music
Intelligent and creative ads deliver brand personality.
Brand personality plays prominent role in product categories such as alcohol, cool drinks, and perfumes
Also acts as differentiator in case of Brand parity with respect to brand features.
Consumers have actual and ideal self concept, which has bearing on buying behavior. Self concept is sort of individual perception on his/her characteristics, abilities etc and also what others opinion on him/her is there.

CONCEPT
What a company is and how it presents itself to the consumer are defined by its corporate brand personality. It is a form of brand personality specific to a corporate brand.
Procter & Gamble
Corporate brands will typically have a set of personality traits that is broader and differently composed than the set of personality traits for each product brand owned.
Can be defined in terms of the human characteristics or traits of the employees of a corporation as a whole.

CORPORATE BRAND PERSONALITY TRAITS
Reflects the values, actions, and words of all employees of the corporation.
These dimensions reflect three distinct sets of personality traits that can guide employees in the organisation and influence how the company will be viewed by others.
“ Body” “ Heart” “ Mind”

Collaborative Compassionate Disciplined Agile Passionate Creative “ Body” “ Heart” “ Mind” The company must be passionate about serving its customers and competing in the market and must have compassion for employees, stakeholders, and members of the communities in which it operates.
A successful company must be creative in its approach to serving its customers and winning in the market, while also adopting a disciplined approach that ensures appropriate and consistent actions across the organisation.
The successful company must possess the agility to profitably react to changes in the market and also employ a collaborative approach that ensures it works well together inside and outside the company toward common goals.

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Dynamics of Brand Personality

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