So you’ve got a great product or service. Join the club. Unless your product is groundbreaking and entirely unique, simply offering a useful product or service won’t be enough to get noticed by your target audience. Chances are, plenty of other companies just like yours offer a similar product for a similar price to a similar consumer base. So why should anyone choose your brand over your competitor’s?
This is where brand personality or positioning comes into play. By changing your audience’s perception of your brand or product, you give customers an incentive to select your brand over other similar choices because of how they relate to your brand’s image.
Brand personality can set your product apart from your competition
Brand differentiation is critical for success in saturated markets because your audience needs a reason to choose your product or services over those offered by your competitors. When consumers are faced with a choice between two virtually identical products — like Pepsi and RC Cola for example — they tend to choose the product that offers a greater value according to their perception. A unique personality can make your brand stand out from your competition by enhancing your audience’s perception of the products or services offered by your brand. By catering to different personalities (or buyer personas), two very similar products can appeal to varied audiences.
And yes, we realize the obvious example would have been Coke and Pepsi, but what’s the fun in being predictable?
Brand personality can help your customers establish an emotional connection
Consumers tend to identify with brands whose personalities align with their own. Customers who value kindness and compassion might choose to associate with brands and companies who actively donate to charities. In the late 2000s, many younger consumers purchased Apple computers in favor of PCs because of Apple’s “I’m a Mac” campaign, in which Justin Long portrayed the company’s computers as fresh, cool, and definitely not nerdy. In the ‘50s, customers who valued ruggedness or “manliness” might have idolized the Marlboro Man, and regrettably, many of these people started smoking because of the image and perception of cigarettes. Brands can express a variety of personality traits, such as:
- Exclusivity and allure, which appeal to one’s desire for status recognition
- Athleticism and competitiveness, which appeal to sports fans and those who value fitness and health
- Youth and energy, which can appeal to a consumer’s desire for adventure and a carefree lifestyle
Similarly, sometimes a brand’s personality appeals to customers because people want to be perceived in the same way the world perceives a brand. Rather than making a purchase because they admire the personality associated with a product, consumers will make a purchase because they want to be associated with specific attributes that align with the product’s image. For example, people might drink Dos Equis beer because they want to be known as an interesting man.
MEDiAHEAD offers everything you need to fully communicate and measure the impact of your message over print, online, and other new media outlets. Contact MEDiAHEAD today for more information about developing a web portal for managing an overall more effective campaign!