Creating a personality for your brand.

Brand personality comes to existence when the brand can be identified with human characteristics; unique, fun, creative, friendly, caring, trustworthy, straightforward. The best way to establish any form of relationship is through connecting with one’s character and for a brand to be able to identify its personality that’s the beginning of their journey with their customers. On the onset personality may be unknown, however gradually as strategies are put in place i.e. marketing & branding, niche is identified & understood the brands personality is distinguished.

Personality has to be consistent throughout all communication and branding strategies. Some identifiers of personality are; logo, font, image & design style, product packaging, tagline. A psychologist Jennifer Aaker identifies 5 broad brand personalities;

Sincerity- a brand that’s thoughtful as it interacts with its customers

Excitement- a brand that is fun, enjoyable. Consumers always looking forward to interact with the brand i.e. Nurtted Knotts, Blankets & Wine

Competence- a brand that’s well accomplished and successful i.e. Safaricom

Sophistication- a brand that seeks to be of a certain class- high end i.e. Apple

Ruggedness- a brand that’s tough and outdoorsy i.e. Converse, Nike

Kenyan brand’s that I personally feel I resonate with;

Auntie Jemimah (Youtube Content Creator) - Her brand would be described as fun & creative.
Coffee Casa (Restaurant) – the brand would be described as unique, relaxing, caring & fun

Having a Brand Personality is important because;

Helps to lay a foundation of relationship between the brand and its customers.
Helps the brand express themselves better.
Helps the brand to be convincing to its existing and potential customers.
Helps the brand differentiate itself from its competitors.

What’s the one adjective that can describe your brand?

Thank you for taking the time to read.

Comments

A 3 Step Guide to Use of Visuals in Your Content.

Are you ever scrolling on your Social Media feed or as you read through an article and have that pause moment cause something particular caught your eye? Heck that’s the primary aim of billboards. As you create content for your audience you should aim to have a PAUSE moment cause that’s what will remain in your audience mind. The article will help you Answer; What is Visual Content? Why Visual Content is Important? Types of Visual Content What is Visual Content? According to Kim Garst; Visuals express ideas in a snack-able manner . We are visual beings, according to statistics their's a 65% chance that you will remember information with imagery & 10% chance you will remember text based information ( source: brain rules ). Visuals are attributed as fun, appealing or emotional. As a brand these are attributes you should strive for. Why Visual Content is Important? Humans have been using visuals for communication since the beginning of...

6 Green Flags That Can Impact Your Digital Marketing Efforts.

In life we encounter different people, some who are a source of positivity while others are a lesson. The same applies in Digital Marketing, red flags ( read more ) are an indicator that there are some aspects you need to work on while green flags are an indicator you are on the right track. As you manage a brand online you cannot afford to loose sight of either side it could set you back big time especially if you are unaware. The article covers; Examples of Green Flags Importance of Green Flags Examples of Green Flags Green flags to look out for; Quick response time- Every customer appreciates a fast response be it on an inquiry or complaints. A quick response hints that you are present and listening. Dedicate an entire team for this if necessary or make sure to include your response time guidelines. Response time is a huge attributing factor to customer experience. Interaction with community -we are shifting from it's not just about the followers but creating a community. Take ...

Customer Convenience in the Digital Age.

Customer convenience for a consumer means having access to a product or service in a timely and hassle free manner thus making them happy & satisfied. It's shifting from the purchase stage to factors before & after purchase. For a brand convenience means setting structures in place to ensure service delivery is efficient. The structures include both people and systems hence service delivery is efficient. It also means minimum money injection by business stakeholders because emotions, communication & empathy are the role players in the communication & customer journey. Customer convenience is a huge aspect of a customer's experience. A customer's experience begins from the moment they realize they have a need and a brand takes them through the whole buyer journey. Experience is currently shifting to be the competitive angle between brands and the beauty about it all is that it's not money dependent. Check the article on Customer experience on Social...

thee haven

Search This Blog