Steps And Problems To Shape Brand Personality

Individuals have their own unique personality, and brands have the same character as human beings. We call this brand personality brand personality.

Brand personality refers to the spread of product or brand characteristics and the perception of consumers on these sub bases.

Brand personality can be analyzed from two aspects of brand input and output.

From the perspective of brand executors, brand personality is the goal that brand executors expect to achieve through communication, and it is the brand image that the communicators expect.

This is the process of embedding a well designed brand personality into the consumer brain.

From the perspective of consumers, brand personality is the representation of consumers' perception and recognition of brand personality and the true feelings and thoughts of consumers. This is the process of brand personality output.

For this situation, how to create a unique brand personality is particularly important.

Steps to shape brand personality

How can you shape your unique brand personality?

The author believes that the shaping of brand personality should focus on "satisfying the needs of target customers".

Research shows that people always like brands that conform to their own ideas.

Everyone has a certain view of himself, and others have certain standards.

People tend to like those who are similar to their own characteristics or similar to their worshippers.

Therefore, for a certain consumer group, it is an effective strategy to create a personalized brand similar to it.

The closer the brand personality is to the consumer's personality, or the closer it is to the personality they are advocating or pursuing, the easier it is for them to accept the brand and purchase behavior, and the higher the brand loyalty is.

It can be seen that shaping a successful brand personality is to make the brand personality consistent with the personality of the target consumer as much as possible, or in line with the personality they are pursuing.

There are usually 3 steps to shape the brand personality: identifying the current product type and the symbolic relationship of the competitive brand; determining the brand personality goal; and implementing the brand personality strategy.

Identify the current product type and the symbolic links of competitive brands.

That is, identifying the brand personality relationship, there are many ways for consumers to connect product personalities to different brands and product types in a product type, with direct and indirect qualitative methods.

The simplest qualitative method is to let consumers evaluate various brands of personality (such as friendly, ordinary, practical, modern, reliable, honest, tolerant, and complex) to evaluate the users of a brand or brand.

The disadvantage of this method is that the restricted personality adjectives may not be complete or relevant. It may also be that consumers do not like this direct heuristic expression to reflect their true opinions on the brand.

Another qualitative way to get a typical user of a brand is to use photo screening.

By giving photos of some consumers, ask them to select people who think they have used a particular brand and describe them.

Another common method is to require consumers to connect brands with other things, such as animals, cars, people, magazines, trees, movies or books.

Studies have shown that people usually associate Kentucky Fried Chicken with housewives, camping and zebras wearing work clothes.

By identifying the brand's multiple personality connections and comparing with the target consumers' evaluation of their own personality, the idea of strengthening or changing a brand personality through advertising is also put forward.

Identify brand personality goals

Brand personality goals must be consistent with the brand's permitted functions or psychological interests, such as Nike's success in linking competition, success, fun and winning sentiment with brand names.

When making the goal decision of brand personality, we first need to make a demographic analysis of the target market segments, and then find out what kind of life value and personality characteristics the target market may seek.

For example, entertainment, enjoyment and stimulation are typically valued by young consumers, while security increases with age. Young people can always be identified by rebellious and anti traditional values.

So the Pepsi Co has successfully catered to the values of young people, thus attracting the vast majority of young people's market.

When determining brand personality, we need to pay attention to changes in social trends, and understand how brand personality is consistent with the trend of a generation, but for the next generation, it is outdated and inappropriate.

Implementing brand personality strategy

Once the brand personality objective is determined, it is necessary to develop brand recognition that can create, strengthen or change this objective personality.

The determination and development of brand personality depends on many steps in the brand communication combination, such as the image of the enterprise, the name of the brand, the packaging, the pricing and the promotion. Therefore, the successful creation of the brand personality depends on the resultant force of these different forces.

As a part of long-term brand personality strategy, once a personality is selected, it is necessary to maintain long-term consistency.

If an enterprise knows more about the process of its potential consumers, the more it can understand the real needs and preferences of consumers to buy products, and more accurately grasp the personality characteristics of consumers, the more successful it will be for brand personality creation.

Problems that should be noticed in shaping brand personality

The relationship between brand personality and brand applicability.

Brand personality and brand applicability are a pair of contradictory unity. The stronger the brand personality, the less applicability.

Therefore, we must pay attention to brand personality. Brand personality can not be too damaging to its applicability. Otherwise, the market share is too low, which is not conducive to the spread and maintenance of brand.

The pursuit of individuality.

Building brand personality requires innovation, but it is not just seeking novelty and seeking difference.

Instead, it is necessary to conduct in-depth and frequent surveys to understand the psychology and needs of consumers, and to give them the profound meaning of innovation so as to achieve the desired results.

The character of brand can not be eager for quick success and instant benefit.

The shaping of brand personality is a systematic project and a gradual process. It is hard to do it in one way or one step.

The information of brand personality will be disseminated to consumers through various channels.

For example, brand name and packaging.