As humans, certain personality traits make us approachable and make us want to talk to others about the things we enjoy. We often base our decisions on who to interact with as friends, potential life partners, or even business associates on the personality traits that we perceive in them. These qualities either draws us towards them or turns us away from them.
The same is true for many of successful organizations today. They have built a brand persona that emotionally connects to their customers and inspires them to want to be associated with the company. They’ve also leveraged their unique selling point (USP) in their marketing campaigns to win over customers, increase sales and profitability, and create a loyal customer base.
Harvard Business School says that 95% of purchasing decisions are unconsciously made and motivated more by emotions. These emotional ties directly affect how customers behave toward any business.
When it comes to brands, the social status that comes with them is very important for some people. Some women, for example, want to connect with the exclusivity that comes with having a Birkin bag while others may find them unnecessary. One thing is certain, a brand persona helps you attract the right customer to your business.
To create a brand personality that is exclusive to you, take the following six steps:
- Understand Your Target Audience
A product or service cannot appeal to everyone. So if you have a new product coming out, you should research your target market to understand their demographics like age, gender, income bracket, etc. This will guide you in deciding which personality best represents your brand and can help you connect with your customers.
- Tell Your Story
Brands have stories just like people do. If you want to enter the market for high-end fashion, then you need to develop a solid brand strategy. This will help you build an emotional connection with your target market. If you are relying solely on the statistical data, then you may not trigger a strong emotional response from your audience. In addition to gathering data, develop a brand story that will be resonate with your target market.
- Choose a Personality Framework
This framework aids in creating a strategic brand personality. It is usual to refer to Aaker’s five types of personality traits: Sincerity, Excitement, Competence, Sophistication, and Ruggedness. Read here for more.
- Learn From Your Competitors
The food industry is a big business, and many companies compete to be the best. Perhaps they have a secret recipe or a pricing strategy that makes them stand out. You can differentiate yourself from competitors in price, presentation, or quality. It’s important to have an idea of what your rivals are doing, so you can match them and increase your market share.
- Make a List
You need to be creative to come up with a list of words that would describe your brand’s persona. What feelings you want to instill in your customers when they think about your product or service?
- Be Consistent
There must be consistency in how you design, package, and market your products to highlight your distinctive qualities. You can create an advertisement that helps you stay true to your brand. In this situation, you would need to create content that tells your brand story and highlights its special features in your design and packaging. Focus on what sets you apart from competing businesses and it will leave a lasting impression on your customers.
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