Bridging the gap between people and brands isn’t just about pushing your marketing messages out to the audience.


For years, brand personality has become a subject of discussion amongst marketers and researchers alike. They believe the personification of a brand provides useful insights into the most effective ways of communicating with a target audience. Bridging the gap between people and brands isn’t just about pushing your marketing messages out to the audience. Rather, it requires a level of sensitivity and respect that goes beyond traditional thinking.


What is brand personality?

Researchers believe that brands that display more familiar human characteristics are better aligned to connect with their intended audience. There have been numerous studies published on the topic of brand humanisation; and how it gives brands a significant advantage by setting themselves apart from the competition, establishing an on-brand message, and developing a relationship with the people brands are trying to connect with. Simply put, personality is an important dimension of brand equity because, just like human personality, it is both differentiating and enduring.


As humans, we are often more inclined to seek advice, and are more receptive towards people we know over generic brand messages. How can brands then forge a similar relationship with their target audience? One way is to adopt the fundamentals of human behaviour and characteristics, which could lead to greater receptiveness. We found that the Aaker framework useful in developing a multi-dimensional brand personality.


Aaker’s Five Dimensions of Brand Personality

The framework is defined as the set of human characteristics associated with a given brand. It is used to determine the personality of a brand by classifying it into 5 core dimensions, with each dimension divided into a set of facet, such as:


Aaker Chart 1
Each of these facets is then measured by a set of traits, by using a five-point scale, with 1 being not at all descriptive, and 5 extremely descriptive to determine which trait best describes the specific brand.


Aaker Chart 2
The beauty of this framework is that its multi-dimensional, whereby certain brands can score high on all five. This concept also helps practitioners understand the perceptions and attitudes people have towards their brand. It enables them to differentiate themselves and gives them a competitive edge that others can emulate.


As an example, Superskill pride ourselves for Sincerity, as we are always honest and cheerful when serving people. Being cheerful however, does not mean that we are uncommitted when it comes to supporting our clients in their projects. Instead, we are focused and systematic; which brings us to Competence, where we respond quickly to requests – no matter how big or small – to get jobs done and reduce turnaround time.


How Brand Personalities Help Market My Brand Better?

1. Differentiating your brand from the competition

Having a distinct brand personality sets you apart. For instance, Nike positions itself as daring and spirited to appeal to adventurous, free-spirited people; and often produces content about unlimited youth: The Iron Nun. Meanwhile, its competitor, Adidas, positions itself as alternative in the RunDMC-Adidas collaboration that gave birth to the new hip hop sneaker culture, with their vintage sports jackets. By addressing different personalities, the same product is now appealing to varied audience.


2. Setting the tone for your brand

The tone-of-voice for your brand is crucial in developing marketing strategies. When building a brand, both your marketing and business and strategies need to be aligned to create a cohesive marketing plan that wont meander from your goals. Hence, having a tone-of-voice that constantly refers back to the brand personality ensures there is consistent messaging in all your communications.


3. Conveying your brand messages

After establishing your tone of voice, crafting brand messages becomes much easier and more structured. Right at this point, the emotional response you intend to invoke on your target audience becomes clearer, based on the brand personality you’ve set for yourself; and your tone-of-voice will ultimately decide the words to be used in your messages.


4. Building trust

Lastly, trust and credibility are the 2 most important secrets to success. Without them, people will not buy into your marketing messages. This is where brand personalities come in handy. By associating your brand with personality traits that people can emotionally connect with, you are building customer confidence.


People are more inclined to trust brands that resemble them in terms of personalities, so do try to think about what you have to offer, and who would benefit most from these offerings – your target audience and their personality traits – and then design a personality for your brand based on your findings.


So, what is your brand personality? Get in touch with us today to find out.