Our personalities are what make us likable or annoying, inspiring or dull, magnetic or off-putting. The same goes for a brand. 有效的gpk电子游戏官网个性能让gpk电子游戏更人性化, 让游戏在拥挤的竞争环境中具有关联性和独特性.

它的个性标志着gpk电子游戏是冒险的还是安全的, fun or serious, trustworthy or suspect. And brand personality is just as important for B2B brands as it is for consumer-facing brands.

Whether they realize it or not, customers in both sectors are looking for a brand that speaks to them in a way that’s human and relatable.

So, what is brand personality? And why does it matter? In what follows, we dive deep into all things personality, 这样gpk电子游戏就不会很快被遗忘.

CONTENTS

We cover everything you need to identify your brand’s personality traits and create a brand that customers relate to on a deep and lasting level.

What is Brand Personality?

Brand personality is the collection of emotional, intellectual, 以及一个gpk电子游戏官网特有的行为模式,并且随着时间的推移而保持一致. In short, your brand personality is how you would describe your brand if it were a person.

Just like people, brands have recognizable traits that stem from the way they think and feel about the world. The authenticity and consistency of these traits are what separate a strong brand from a weak one.

Brand personality drives decisions in both brand design and brand messaging. Just as Apple has come to be known as a chic, minimalist creative type, or REI as a bold and adventurous explorer, 最好的gpk电子游戏官网个性是立即可识别的和深切的共鸣.

Why Does Brand Personality Matter?

gpk电子游戏官网个性-为什么gpk电子游戏官网个性很重要- Ignytegpk电子游戏官网

Brand personality is a critical component of brand positioning and differentiation. An effective brand personality humanizes a brand, giving it depth and nuance, and making it relatable to its target audience.

Brand personality is the part of your brand that your customers identify with and build a relationship with. 正因为如此,它在推动客户获取和培养方面发挥着巨大的作用 brand loyalty, and building brand equity.

它的个性就是为什么星巴克的顾客在它的咖啡馆里感觉像在家里一样, 以及为什么宝马的客户无法想象自己开别的车.

明确定义并有效实施的gpk电子游戏官网个性……

Drives Competitive Differentiation

Brand personality is one of the most important factors in differentiating your brand from the competition. The same product or service can be marketed in distinctly different ways depending on personality.

关键是培养一种适合你的组织的个性, consistent over time, and relatable to your ideal customer.

Boosts Brand Awareness

A distinct brand personality makes your brand experience both recognizable and memorable. These are the key components to brand awareness.

Brand awareness isn’t just about potential new customers becoming aware of your brand through marketing and promotion. It’s also about fostering awareness in existing customers, so it evolves from recognition to preference.

Bolsters Brand Loyalty

没有人能比苹果公司更好地利用个性的力量. The brand’s devotees see themselves—if, perhaps, idealized versions of themselves—in the sleek, artistic, somewhat nonconventional personality the brand has cultivated over decades of purposeful advertising.

This has resulted in a legion of brand-loyal customers whose identities are at least partially defined by ownership of an Apple product.

The Brand Personality Framework

ignyte branding brand personality
The Brand Personality Framework is a way to think about brand personality types in terms of five distinct dimensions: sincerity, excitement, competence, sophistication, and ruggedness.

这些维度首先由gpk电子游戏官网和营销专家Jennifer Aaker定义 seminal article in The Journal of Marketing Research.

每个维度都由gpk电子游戏官网个性特征进一步定义, 正是这些特点的结合,使一个gpk电子游戏官网与众不同,易于识别. The various types of brand personality below can be seen in many of the world’s top brands.

When thinking about where your own brand falls on the types of brand personality spectrum, the key is to identify brand personality traits that are purposefully aligned with your positioning, including things like your brand compass, core values, and brand archetype.

1. Sincerity

Brand Personality Framework: Sincerity - Ignyte Brands
Sincerity is a goal of every brand of course, but as a dimension of brand personality, sincerity is reserved for brands that are wholesome, honest, cheerful, and down-to-earth.

具有这些标志性特征的gpk电子游戏官网通常可以在酒店中找到, food service, and safety industries. 想想金宝汤(Campbell 's Soup)、贺曼(Hallmark)、奥普拉(Oprah)、帮宝适(Pampers)和好事达(Allstate).

2. 兴奋

Brand Personality Framework: 兴奋 - Ignyte Brands
Often targeted at youthful demographics, 处于兴奋度维度的gpk电子游戏官网具有大胆等特征, energetic, imaginative, and cutting-edge.

兴奋 brands traffic in unlocking wonder or thrills, 利用高强度的广告宣传或名人代言. Examples include Nike, MTV, Disney, GoPro, and Red Bull.

3. 能力

Brand Personality Framework: 能力 - Ignyte Brands
A competent brand is reliable, intelligent, and successful. Brands within this personality dimension are confident thought leaders and responsible stalwarts of trust.

Think brands in the financial, insurance, healthcare, and logistics industries, to name a few. 例如,大通、UPS、沃尔沃、微软和蓝盾.

4. Sophistication

gpk电子游戏官网个性框架:成熟- Ignytegpk电子游戏官网
在复杂的维度上,gpk电子游戏官网的特征是精致, luxurious, and charming. 这些都是针对有眼光、有身份意识的受众的高端gpk电子游戏官网.

gpk电子游戏官网的复杂程度跨越了各个行业, but are readily found in fashion, luxury, and automotive. 想想爱马仕(Hermes)、美国运通(American Express)、苹果(Apple)、梅赛德斯(Mercedes)和Nescafé.

5. Ruggedness

Brand Personality Framework: Ruggedness - Ignyte Brands
坚固耐用的gpk电子游戏官网特征包括冒险、户外和坚韧. These are brands that are built to last and seen to be hard-working, strong, muscular, and authentic.

Brands in the rugged dimension are commonly found in construction, outdoors, and sports industries. 例如巴塔哥尼亚、雪人、吉普、李维斯和杰克丹尼.

The Definitive Guide to Rebranding

你需要知道的一切gpk电子游戏官网重塑你的企业——以及避免代价高昂的错误.

How to Define Your Brand Personality Traits

ignyte branding brand personality
Since personality traits are ultimately human traits, 定义gpk电子游戏个性的最好方法是把它想象成一个人. This is where the psychology of branding comes into play.

Much like the human personality, 一个gpk电子游戏官网的个性可以分为四个不同的方面:情感, intelligence, characteristics, and behaviors.

Emotion vs. Intelligence

Just as with people, some brands are more emotionally driven: motivated by passion or zeal. And some are more intelligently driven: inspired by rational analysis and logical insight.

An emotion-driven brand looks and feels a lot different than its intelligence-driven counterpart.

Understanding where your brand falls on the EQ to IQ spectrum will help you define its more tangible attributes: its characteristics and behaviors.

Characteristics vs. Behaviors

特征是与gpk电子游戏官网互动的人如何感知gpk电子游戏官网. They are its outward, most readily observable attributes. 例如,哈雷戴维森(Harley Davidson)可以说是粗犷而阳刚的.

Its behaviors, by comparison, are how a brand acts within the context of the world around it. Red Bull, for example, is adventuresome and bold, as we explore further below, 赞助世界各地的活动,推动极限的表现.

Attribute Definitions

In defining brand personality, we select four attributes—usually two characteristics and two behaviors—from a wide-ranging list inspired by the five dimensions of brand personality listed above. 然后,gpk电子游戏给出这些属性的简短定义,这些定义是为相关gpk电子游戏官网定制的.

These four declarative statements define the brand’s personality for anyone responsible for bringing the brand to life. They serve as inspiration and guardrails for designers and copywriters as they create the numerous touchpoints where the brand will engage with audiences.

Where Does Brand Personality Come to Life?

gpk电子游戏官网个性-gpk电子游戏官网个性从哪里来- Ignytegpk电子游戏官网

与人一样,一个gpk电子游戏官网在世界上的地位很大程度上取决于它的个性. There are three primary areas we can look to for markers of brand personality: how a brand looks, sounds, and acts.

1. Look: A brand’s look is its visual identity, which comprises logo, colors, typography, photography, etc. 在一个强大的gpk电子游戏官网中,这是一种最重要的美学,可以被立即识别出来.

When we say Coca-Cola, what color comes to mind? Which typeface? More so than perhaps any other brand, Coca-Cola has a look that is recognizable from miles away.

2. Sound: A brand’s sound is embodied in things like its voice, music, and other sonic branding. The style of the verbal language it employs in conveying its message and the tone in which that message is conveyed are the primary attributes that define brand voice.

As the voice for Lincoln, Matthew McConaughey brought a cool, aloof, 有时,对于一个以前古板的gpk电子游戏官网来说,这是一个难以捉摸的个性. It was nothing if not differentiating.

3. Action: 最后,一个gpk电子游戏官网的行动是它在更大的世界背景下的行为方式. It’s the unique way it engages with customers to foster a feeling of identity and special connection.

在其各种gpk电子游戏官网迭代中,维珍将自己定位为罗宾汉的角色. 它颠覆了由大型企业主导的行业, stealing from the proverbial rich and giving to the “poor” (read consumers) via lower-cost, higher-quality experiences.

Brand Personality Examples

We’ve mentioned quite a few of them throughout this post, but for examples of well-executed brand personalities, one need look no further than the world’s top brands.

下面是一些来自B2C和B2B领域的gpk电子游戏官网个性的例子, and from different ends of the personality spectrum, 让你了解gpk电子游戏官网个性是如何在现实世界中推动消费者参与的.

Red Bull

Brand Personality Examples- Red Bull - Ignyte Brands
Edgy and energetic, caffeinated and invigorating, Red Bull’s personality is conveyed by everything from its aspirational messaging to its charging bull logo to the sports and events it sponsors.

你会在世界上最极限的运动中发现这个gpk电子游戏官网的大胆代表, like auto racing, climbing, and skateboarding.

Dove

Brand Personality Examples- Dove - Ignyte Brands
Dove’s brand personality is elegant, innocent, and pure. Its encouraging brand voice speaks to customers about beauty and femininity a way that’s more than just skin deep.

达夫是一个很好的例子,说明了一个人的个性是出于目的的, as it evokes honesty and positivity in its campaigns, 倡导各种形状和大小的自信和美.

Slack

Brand Personality Examples- Slack - Ignyte Brands
The Slack brand personality starts with a name that’s hard to believe made it out of committee. 这个gpk电子游戏官网借用了懒惰的同义词来革新职场沟通.

An effortless extension of its name, Slack’s personality is easy and personal, but above all, helpful. 它的语气有趣而迷人,就像一个友好的人力资源代表向你介绍一家新公司.

IBM

Brand Personality Examples- IBM - Ignyte Brands
If IBM were a person, they might be wearing glasses and a pocket protector, 以专业技术和教育为核心的gpk电子游戏官网个性.

IBM leverages its decades of experience as an industry leader to offer practical solutions backed by useful, 能够满足众多受众特定需求的智能内容.

The Takeaway

We may not be able to shake their hands or give them hugs, but that doesn’t mean we don’t relate to the brands in our lives as if they were people themselves. 在很多情况下,gpk电子游戏与自己喜欢的gpk电子游戏官网建立的联系决定了gpk电子游戏是谁.

它的怪癖和特质让gpk电子游戏更有亲和力, 与竞争有所区别——最好是在深层次和有意义的层面上. How it looks, sounds, and acts as an agent in the world should be purposefully aligned with your brand positioning.

理解gpk电子游戏官网个性的心理将帮助你打造一个真实的gpk电子游戏官网, magnetic, and, above all, 始终如一的gpk电子游戏官网个性让顾客不断回访, again and again.

Editor’s Note: This post was originally published in June 2015 and has been updated with additional insights.

The Definitive Guide to Rebranding

你需要知道的一切gpk电子游戏官网重塑你的企业——以及避免代价高昂的错误.

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A prolific blogger, speaker, and columnist, 布莱恩在设计和gpk电子游戏官网方面拥有超过十年的经验. 他为《gpk电子游戏官网》、《gpk电子游戏》和《gpk电子游戏官网季刊》等出版物撰稿.