The Brand Character is an image associated with a brand that defines its character just like a real person and makes it unique compared to its competitors.
A brand can have various characters, it can be engaging, seductive, fun, playful, and so on. The impression that the company wants to give of itself is precisely defined by the Brand Character; in fact, if a brand is considered as a living being, it will have more chances of attracting consumers who share its character and thus gain the utmost trust of the users.
The consumer can connect with the brand by creating a emotional connection with its values.
How to create an effective brand character?
The company's management along with branding and marketing departments often do not pay enough attention to defining the character of the brand, which is actually the first step to take when creating a brand. The questions they need to answer are:
- What is the weak point of your brand?
- What do you want consumers to feel and perceive when they come into contact with your brand?
- What is the tone of voice and the tonality that conveys the positive aspects of your brand?
- What are the words and phrases that consumers should associate with your brand?
- What are the colors, style, and other visual elements you will use to communicate your brand's story?
Examples of Brand Character
1. COMPETENCE
This character emphasizes the reliability, success, and intelligence of the brand.
An example is the tech giant Apple. Users who come into contact with this brand immediately perceive its reliability, product durability, and operational excellence, which is no surprise as it is a market-leading brand.
2. EXCITEMENT
The character of excitement indicates a brand that is young, carefree, and lively.
An example can be the various amusement parks aimed at a youthful audience interested in such adventure trips.
3. SINCERITY
This character is defined by the kindness, honesty, and cheerfulness of a brand.
An example is the Dove soap brand, whose products (soaps, shampoos, and body washes) are suited to a sincere character.
4. SOPHISTICATION
This persona conveys luxury, prestige, and elegance.
Brands like Louis Vuitton, Michael Kors, Gucci are perfect examples for this type of character, as their products are targeted at an affluent market segment that can afford their price ranges.
Even the details of their products, the packaging, and the marketing elements express a refined character.
You can do it too, you just need a lot of commitment and an excellent marketing and sales platform.
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