BRAND PERSONALITY

What is Brand Personality: A set of traits individuals attribute to a person as if it were a person

A company identifies itself through their logos, slogans, colours and designs which creates a particular image for the customer at hand. However, a brand needs more than just the usual glam and promotion.

A brand desires character, image and personality- an organisation must be seen as an individual that differentiates itself from others.

DIFFERENTIATE FROM CUSTOMERS

A strong, clear brand personality allows a brand to stand out from competitors and set itself apart from others, this is used as a key selling feature. Garnier markets itself as a fresh and individualistic brand that recognises the vitality of healthy hair and desire for consumers to be perceived a certain way. Garnier personalises itself as organic and natural utilising the nutrients and antioxidants of fruits and vitamins necessary a flawless complexion and rejuvenated hair. They differentiate themselves this way, highlighting themselves as natural and desired.

ATTRACT CERTAIN CUSTOMERS

Offering a certain personality can attract a certain consumer or demographic, different people like different traits which is why it is essential a brand has a reputable and interesting personality. This is why

X attracts X and Y attracts Y

Certain traits such as creativity and imagination attract certain consumers contrasting other desires such as rebellion and wilderness. Consumers will be drawn to brands that display traits they value, traits they find exciting or traits they wish they had themselves. Garnier is a wellness brand, it aims to empower consumers to feel their ultimate best, this may be through feeling physically or emotionally empowered. Garnier strongly emphasises its use of vitamins and antioxidants within their products, attracting consumers that strongly believe in the power of health and beauty.

WHAT IS BRAND ARCHETYPES?

Archetypes are a concept originally conceived by famed Swiss psychologist, Carl Jung. In marketing, a brand archetype is a genre you assign to your brand, based upon symbolism. The idea behind using brand archetypes is to anchor your brand against something iconic—something already embedded within the conscious and subconscious of humanity. In the minds of both the brand owner and the public, aligning with a brand archetype makes the brand easier to identify.