Brand personality has a strong emotional appeal, which can grasp the interests of consumers and potential consumers and constantly maintain emotional transformation. Brand personality contains its emotional added value to the brand in the hearts of stakeholders.

Just as we can think that someone (or a brand) is adventurous and easily excited, we will also associate this person (or brand) with excitement, excitement or happy emotions. On the other hand, buying or consuming certain brands may have feelings and feelings associated with them. If you wear a "red bean" shirt, you will feel homesick.

Brand image refers to the personality characteristics of an enterprise or one of its brands in the market and in the hearts of the public, which reflects the evaluation and cognition of the public, especially consumers.

The relationship between the two

In the communication with consumers, from logo to image to personality, "personality" is the highest level. Brand personality goes deeper than brand image. Image only causes recognition, while personality can cause worship.

For example, the slogan of dove chocolate is: milk is fragrant and silky. Brand personality lies in that "silky feeling" psychological experience. Can describe the delicate and smooth feeling of chocolate with silk, the artistic conception is high enough and the imagination is rich enough. Make full use of synaesthesia and exert the power of language to the extreme.

Any brand that occupies a place must conform to the changes in the market and create personalized brands that are difficult for competitors to imitate or to imitate in a short time.

Only unique brand personality can cultivate many brand loyalists; Only enterprises that are committed to creating personalized brands can achieve greater success in innovation, upgrading brand grades and opening up larger market space.

Expand the brand personality of data

Brand personality can be constructed from five dimensions: sincerity, ability, excitement, classics and roughness. The reason why shaping brand personality is effective is that consumers often regard the brand as an image, a partner or a person when establishing a relationship with the brand, and even project their self-image onto the brand.

The more consistent a brand personality is with the consumer's personality or expected personality, the more consumers will have a preference for the brand. Advertising spokespersons and cartoon images can all be used to shape brand personality.

Brand building

There are generally two criteria for the appropriateness of the culture created for the brand. First, this culture should be suitable for product characteristics. Products have their own characteristics, such as what kind of scene they are used in and what benefits they can bring to consumers. Second, this culture should conform to the characteristics of the target market consumer groups.

Brand culture should be found from the target market consumer groups, and it should be obtained by fully investigating their mentality and behavior. Only in this way can this brand culture be easily recognized by consumers in the target market and enhance the brand power.

Brand image building can take a "four-step" path, namely brand positioning, brand image design, brand image integration and communication, brand image construction and maintenance.

Baidu Encyclopedia _ Brand Personality

Baidu Encyclopedia _ Brand Building