Seven brand attributes are important: compassion, honesty, truth-seeking, and compassion. Your brand personality can be defined by your bravery, intelligence, humor, fairness, and cleverness. Effectively leveraging their brand personality allows businesses to reach and engage their target customers.
These are the characteristics that define a company’s brand personality. These attributes are important as they help attract people with similar values and characteristics.
Brand characteristics have a huge impact on the company’s ability to attract the right audience. Brand personality is formed when brand characteristics are combined.
Brand personalities are higher-level descriptions of a company’s identity – e.g., “creator,” explorer,” or “caregiver.” These personality types can be created by combining several characteristics. A caregiver brand will likely be compassionate, patient, and empathic.
A partnership with a quality branding company can help your business grow and highlight its brand characteristics.
This article will discuss 7 brand characteristics that you should target to attract a specific audience.
- Show compassion
- Truly
- Truth-Seeking
- Bravery
- Cleverness
- Humorous
- Fairness
1. Show compassion
A ‘caregiver brand’ is known for its compassion. These companies are seen to be compassionate and selfless in their efforts to help customers.
Companies can show compassion by taking actions to show they care more about their customers and the communities in which they live.
If you want to build a compassionate brand, then invest in these:
- Stellar customer service
- Community Engagement: Volunteering or donations in your community
- Empathetic marketing
Companies in the hospitality and healthcare industries can benefit significantly from compassion.
2. Honesty
A trustworthy business aligns with an ‘innocent brand personality. Regardless of industry, most companies can benefit from being authentic, transparent, and honest with their customers.
Brand trust is not something that consumers are naturally inclined to value. 36% believe that brands post misleading or clickbait content regularly. Branded content is not as popular with consumers.
To achieve the “honest” brand characteristic, companies have begun to humanize their offerings. Potential customers will be more open to your brand’s authenticity if you post user-generated content and tell customer stories.
3. Truth-Seeking
Your brand’s truth-seeking personality will most likely match the sage brand personality. Brands that are intelligent and provide accurate information-driven services will resonate with customers in all markets.
Companies can stand out from their competition by being truth-seeking and presenting themselves as the best in their field. A brand can achieve this status by putting information and striving to improve upon the acquired expertise.
Managers of brands must make sure that their brand’s personality is not lost in the pursuit of warmth. Inadvertently, brands that appear fact-oriented can also be seen as distant from their consumers and insolent.
4. Bravery
An ‘outlaw brand’ displays courage. This brand personality is for companies that challenge industry norms to liberate customers from the constraints imposed by the accepted business model.
Although this personality might seem natural for new market entrants, businesses can preserve it for many years with the right branding.
One such company is Harley-Davidson, a motorcycle mainstay. Innovation is the cornerstone of its brand kit messaging. They have been around for more than 100 years and still thrive on their personality of bravery, taking risks, and being against the grain.
5. Cleverness
The Magician personality would suit brands that place intelligence at the core of their identity. These businesses make it possible for customers to realize their dreams through everyday means.
Companies should focus on how their products can improve people’s lives by adopting the magician persona. Disney is a major magician brand. They have created a whole product line around dream-oriented stories. They create product branding for every animated film they release – toys, theme park experiences, and other content.
Although a media giant may seem like the ideal candidate, smart marketing and advertising can help any brand become a magician. Dyson, a vacuum manufacturer, became a household name by demonstrating a dedication to technological innovation and differentiation.
6. Humorous
Humorous brands are a hallmark of the ‘jester personality’. They use messaging to show consumers that they are all about enjoyment.
Humor has a track record of connecting with customers, even though it might seem odd. 53% of consumers claim they are more likely to remember and enjoy advertisements if they find them funny.
It is possible to be successful, but it takes a lot of commitment to make humor a brand characteristic. If they miss the mark in their marketing, jesters run the risk of being seen as dull, out-of-touch, or irreverent.
7. Fairness
Brands with an ‘everyman” personality are perceived as fair by consumers. Through their commitment to inclusion and community, these companies instill a sense of belonging in their target markets.
Fairness is a brand that avoids exclusionary marketing in Miami’s strategies and focuses on making its products or services available to as many people as possible.
Target, a blue-chip retailer, is an excellent example of a business that has adopted the everyday man personality and integrated fairness into its brand messaging. To demonstrate its utility to all consumers, Target has created campaigns like “Target Run and Done” to cement its reputation as “America’s most convenient place to shop”.
Company Personalities are elevated by brand characteristics
Businesses should embrace and understand their brand personality to create a cohesive image. Businesses must recognize and maintain the relevant brand characteristics.
Companies can increase their brand presence by being authentic and humorous, or by connecting with customers on a deeper level through compassion or fairness.
