Firstly, let’s define brand personality. It refers to the human characteristics that are associated with a brand. These characteristics include things like the brand’s tone of voice, its style, values, and overall demeanor. A brand personality is what helps to differentiate a brand from its competitors and helps to build an emotional connection with consumers.
However, it’s important to note that even if a brand does not consciously define its personality, it still has one. The way a brand communicates with its audience, the language it uses, the colors it uses, and even the design of its logo all contribute to its personality.
Let’s take a look at some UK brands that have distinct personalities:
Innocent is a well-known smoothie and juice brand in the UK that has a playful and quirky personality. Their brand voice is friendly, relatable, and sometimes irreverent. They use humor in their advertising and social media posts to engage their audience and create a sense of fun and lightheartedness around their products.
M&S is a long-established UK brand that has a sophisticated and refined personality. They use classic and elegant imagery in their advertising and marketing materials to appeal to a more upscale and mature audience. Their tone of voice is often formal and authoritative, conveying a sense of expertise and quality.
Superdry is a fashion brand that has a rebellious and edgy personality. Their clothing features bold and eye-catching designs, and their advertising and marketing materials often use gritty and urban imagery. Their tone of voice is confident and self-assured, appealing to a younger, trendier audience.
John Lewis is a department store brand that has a friendly and approachable personality. They use warm and welcoming imagery in their advertising and marketing materials, and their tone of voice is often conversational and friendly. Their brand values of quality, reliability, and trustworthiness are reflected in their personality.
As you can see, each of these brands has a distinct personality that sets them apart from their competitors. Even if a brand does not consciously cultivate its personality, it will still have one that is communicated to its audience through its marketing and branding efforts. By understanding and defining your brand personality, you can better connect with your audience and build a strong emotional connection that can lead to increased brand loyalty and customer engagement.