How Customers Connect with A Brand Personality

As humans we all have our own unique personalities, which encompass our characteristics, traits, behaviors, and thoughts. These things are what make us who we are, and we hold them very dear to our hearts. When we meet people with similar personalities, we tend to be interested in them and enjoy spending tie with them. Brands have the same thing, their own personality which shows their tone of voice, core values, and beliefs. Customers love to relate to brands that have similar personalities to them. By giving human characteristics to a company, brand personalities build trust, reliability, customer loyalty, and brand differentiation in the market. American scientist Jennifer Aaker believes that there are 5 distinct Brand Personality Dimensions: Sincerity, Excitement, Competence, Sophistication, Ruggedness.

Sincerity: These are brands that show that a brand is caring, supportive, wholesome, and trustworthy. An example of this would be Pantene because they have a Brand Personality that is clean and pure.

Excitement: These are brands that show that a brand is daring and energetic. An example of this would be a brand like GoPro because their Brand Personality is adventurous and extreme.

Competence: These brands show that they are smart, reliable, and trustworthy. An example of this would be a brand like apple because their Brand Personality is intelligent and innovative.

Sophistication: These brands show that they are upscale, romantic, and successful. An example of this would be a brand like Chanel because they embody luxury and charming.

Ruggedness: These brands show that they are strong and outdoorsy. An example of this would be a brand like North Face because they show that their Brand Personality is strong and adventurous.

Brands really need to create a strong brand personality that matches with their target audience. This will create more conversions, and it will create a strong sense of loyalty. People express themselves in part by the brands that they buy, especially when the brand is socially visible. So, creating a strong connection through brand personality will bring an overall positive performance to your company.