Often, interacting with a business is about more than simply placing an order for a product—it’s about connecting with the business almost as if the brand itself is a character. Brand personalities are embodied in the way a brand speaks and behaves, and those personalities resonate with people. Not only do they make the brand easier to identify, but they also encourage customer loyalty.
Whether a brand has a single, strong personality trait or finds itself somewhere between the two, a brand personality can guide marketing efforts and give customers something to connect to. So, have you met any of these brand personalities? And does your business fit one of them? Read on to find out.
The Everyman
Have you ever come across a business that wants to reach everyone? Their brand should probably be an everyman. They’re down to earth, they’ve got wide appeal, and they’re very genuine. They often work with universal products like denim or grocery store staples. Is this brand personality a little boring? Maybe, but they’re generally likeable and relatable.
The Rebel
The rebellious brand is often a brand that is reaching out to customers that want to disrupt the status quo. They might sell edgy clothes or specialize in the needs of a niche community. They’re brash and aren’t afraid to shock. They don’t have the general appeal of the everyman, but they’re well-suited to their particular customer base.
The Hero
The hero is here to save the day! These brands are often built around a product that helps people improve the world, whether that is helping them improve their own lives, address a social problem, or helping people take action.
The Nurturer
The nurturer is a quieter brand, especially when compared to the hero, but its focus on sincerity, kindness and thoughtfulness can make customers feel comfortable and well-cared for. These brands often put a premium on customer service and goes above and beyond to provide excellent service to the people who do business with them.
The Jester
Are you looking for a brand that lets you have a laugh? The jester is that brand! They might offer products that are focused on recreation or they might just want to give a positive customer experience, but either way the jester approaches customer interactions with humor and is always trying to ensure that everyone has a good time. This approach is less common with more serious markets—for example, you might not want to crack a joke while selling safety signage—but the jester can be found in a wide variety of places putting a smile on consumers’ faces.
The Creator
Innovative and maybe a little artistic, the creator is a brand that encourages self-expression and individuality. It’s artsy, and may play fast and loose with a few of the conventional rules. This brand probably also has extraordinary design behind their marketing.
Does your brand have one of these personalities? Do you combine two of them? Or are you working to build your brand’s personality? We’d love to continue the conversation with you in the comments below.
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