Think about the brands that impressed you with a marketing campaign. All the campaigns that you remember and the brands whose social media posts you look forward to have one thing in common: strong personality.

It’s not too different from how personalities work with people actually. Ultimately someone who is relatable, original, funny and has a pleasant demeanour is likeable. Use the same rule of thumb for your brand too. 

What is brand personality?

It is exactly what it sounds like. Brand personality is the distinctive identity of a brand that sets it apart from its competitors.

A group of traits that defines a brand, which might very well be similar to or the same as words and terms we use to define people’s personalities, are often agreed upon by the marketing team for their brand. 

This then informs all the marketing campaigns that are designed. 

Benefits of creating a clear brand personality

1. Helps you find your audience

The first and a major benefit of having a well-defined brand personality is that it will help the brand find and connect with the target audience. 

For example, a skincare brand that designs its identity around being a minimalism will appeal to those who are minimalistic in their approach or are aspiring towards it. 

This gives you a great edge over your competitors but the challenge here is to build one that is in line with the interests and aspirations of your target audience.

2. Increases retention

Brand personality allows you to build a rapport with the consumers that encourages their loyalty. 

They are more likely to come back to a brand they can relate to. It was found that 56% of consumers stay loyal to brands that ‘get them’. So become that brand that gets them by showing them you are on the same page through your brand personality. 

This will result in them coming back.

3. The brand isn’t easily forgotten

In a competitive environment such as the one that is present online now there is nothing more important than being memorable. 

That gives you an upper hand and boosts your chances of getting more traffic to your channels. The reason for this is that memorable personality is one that piques interest. 

This means that there is a greater chance of them wanting to take a look at your website or social media page. They will at least give you a chance. After that it’s your product’s job to get them to convert.

4. Can become part of pop culture if you do it right

Brands that can become part of popular culture through smart use of language and tropes are very fortunate. 

Of course the product itself also has a lot to do with it, but the role of marketing and brand voice cannot be ignored either. 

To do this you need to become part of a discussion. Participate in popular culture and start discussions to get people involved.

This is a very smart tactic to make sure that the audience remembers you.

5. Keeps people interested

A marketing campaign, or even a brand, that is bland and without flavour tends to be overlooked more often than not. 

Think about how you look at ads and social media campaigns yourself. Do you remember an ad or even a website that looked exactly like all the others? Probably not. 

A personality keeps the audience interested and they will even sometimes look forward to what the next thing will be that the brand puts out. 

Marketing has always been quite an interesting field because it involves human psychology as well as art. And with social media thrown into the mix, the possibilities are endless.