The brand building process of enterprises tends to focus on comparing the external content of brands. Brand name, brand identity, product attributes and advertising are often the focus of brand building. Even many companies do not hesitate to pursue the brand's popularity one-sidedly. And know, such as the practice of some wine companies in Shandong in the past few years, more typical is Qinchi, some people like it to invest in an Audi every day to CCTV, in exchange for a Santana, the failure of Qinchi brand building is it Pay too much attention to the brand's popularity building, and ignore the brand personality. As the brand master Ogilvy said: "It is the character of the brand itself that determines the market position of the brand rather than the insignificant difference between the products." The brand personality he said is brand personality.
Brand building is not just the external things of the brand, but the inner things of the main brands. We usually compare the brand to a person. If you really love someone, what is it that loves her? Is it appearance? If it is a appearance, this is not called true love, then your love will not last long, because a person's appearance will change, the real love of a person actually loves her personality. For example, everyone likes the actor Chen Peisi, you said that everyone likes his personality or his bald head? Obviously his personality, because his personality is special, and his bald head is done.
So what is the personality of the brand? In fact, brand personality is also not a mysterious thing, nor is it as complicated as some experts have said. In fact, it is the character of the brand, which is a unique thing displayed by the personality of the brand.
If the brand is a person, then the person is a deep, humorous, optimistic or honest, sleek, etc. These are his personality. The personality of the brand is the external manifestation of the brand. Since the brand is like a person, if a person without personality is difficult to let others remember him, on the contrary, a person with a distinct personality is easy to be remembered by others. The same is true for brands. If a brand does not have the meaning and symbol of personification, then the brand has no personality, and it is impossible to become a popular brand. Brand personality is very important to the life of the brand. Brands without personality are not vital, such as Qinchi and Sanzhu.
If the brand is not personalized, it will be difficult to connect with consumers and form a preference. The brand does not have stable intrinsic characteristics and behavioral characteristics. Consumers cannot recognize and recognize the personality of the brand, and naturally cannot resonate with the personality of the consumer. Consumers are always consciously or unconsciously choosing their favorite products according to their own personality, while products without brand personality are difficult to interface with consumers, and it is difficult to establish brand loyalty.
If a brand does not have the meaning and symbol of humanity, then the brand will lose his personality. Brand personality is the humanized performance of the brand. It has the unique characteristics and characteristics of the brand personality. Therefore, as a successful brand, it should have the following four characteristics of personality.
1. Brand personality should have inherent stability.
I often see that the positioning of some brands is always erratic, so that the personality of the brand is also erratic, which is actually not conducive to the growth of the brand, it is difficult to leave a deep impression on consumers. Brand personality needs to maintain a certain stability. Only a stable brand personality can create a stable image of the brand. This is the key to the brand's occupation of the consumer's mental model, and it is also the interface between the brand and the consumer experience. If the brand personality has no inherent stability, the consumer can't distinguish the personality of the brand. Just like a person, his personality often changes greatly, and he will leave a normal impression on the surrounding people. I will definitely say that this person is a god. The same is true for brands. If the personality of the brand is unstable, it is difficult to connect with consumers. That is, consumers will not actively choose such a brand, and the brand will lose its charm. Why some big brands consistently shape their brand personality is to better attract and stabilize their target consumers. For example, Volvo Cars always adheres to the “safe†value proposition, thus establishing a safe and reliable personality in the eyes of its target consumers. Then consumers naturally choose Volvo when choosing a safe car.
2, the brand personality must have a distinct distinction
Fundamentally, the purpose of brand personality is to help consumers understand brands and differentiate brands so that consumers can accept brands. Because brand personality is the concentrated expression of the brand's core value, it can represent the difference between a brand and other brands. Especially in similar products, many sub-brands have little difference in positioning, but only through brand personality will make them stand out. Show your own unique feelings, thus achieving brand separation. For example, P&G's subdivided brands of daily chemical products include Reebok, Head & Shoulders, Pantene and many other brands, each of which has achieved great success. What is the reason? Because they extract a single unique selling point in the product subdivision function, and create different brand personality for different consumers' interest needs, which makes it have obvious differences, thus realizing the segmentation of subdivided brands. It has finally achieved the goal of multi-brand business, and at the same time, it is also an example for us to learn.
3, brand personality has a certain exclusive.
The brand personality has certain exclusivity and exclusivity. That is to say, once the personality of the brand is established in the mind of the consumer, it cannot be replaced by other brands. It will show strong exclusivity, so that the competitive brand can not imitate and follow. Advance, is conducive to the continued operation of the brand. For example, many famous brands have their own distinctive brand personality, such as Kodak's simplicity, family, and sincerity; Reebok's wildness, youth, and vitality; Microsoft's positive, enterprising, and self-conscious. These brand personalities not only match the personality of the target consumer group, conquer a lot of potential consumers, but also their brand personality shows strong exclusivity, so that competitors can not imitate, it is difficult to compete. But if the brand reaches the monopoly market position, then the performance of the brand personality should converge, otherwise, it will cause a lot of trouble. Microsoft is a typical example. The computer desktop software developed by it has monopolized the market. Its "self-expression" personality still shows strong, causing many consumers' resentment, which has attracted many The entanglement of the lawsuit is not worth the candle.
4, brand personality should be simple
Brand personality not only has inherent stability, external consistency, segmentation and exclusivity, but also the brand personality is too complicated, easy to identify. In actual operation, many brands always try to impose a lot of personality on the brand. In fact, this practice is often counterproductive. The personality of the brand is not imposed on it. The personality of the brand is one of the inherent content of the brand. The performance of the brand is the self-identification of consumers when they experience the brand. So companies can guide to shape the personality of the brand, but not to impose more personality on it. Companies must understand that the brand's personality lies in the consumer's identity.
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