Brand Personality concept

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Brand personality

Business Technology

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BRAND • A BRAND IS A PERSON’S GUT FEELING ABOUT A PRODUCT, SERVICE, OR ORGANIZATION Brand Personality • When a brand image or brand identity is expressed in terms of human traits, it is called brand personality. • Brand personality is the way a brand speaks and behaves. • Assigning human personality traits/characteristics to a brand so as to achieve differentiation. • These characteristics signify brand behaviour through both individuals representing the brand (i.e. it’s employees) as well as through advertising, packaging, etc.

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It’s not enough these days if they just remember your name—it’s how they feel about you. A brand essence captures the heart and intrinsic nature of your company. When your brand is strong, you develop lasting emotional ties to and the loyalty of your costumers. In this economic climate, strong brands with strong personal connections will be the ones that persevere. Richard Earl who has over 30 years of experience with notable advertising campaigns for P&G, Johnson & Johnson and more, will discuss how you can create a Brand Essence for your company. Speaker: Richard Earl, The Regis Group Co-sponsored by the Small Business Development Center

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There are many advertising, marketing, and public relations basics - but none more important than understanding the personality of the brand, company, or cause you are representing. Social networking allows brands the opportunity to interact with their consumers, but social media is just that - an opportunity. Ultimately it's up to the brand itself to decided how they want to represent themselves, and how they're going to do so. So what is the personality of your brand? Serious? Sarcastic? Witty? Informative? Whatever you are, make sure you show it through all of your interactions.

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Brands don’t just have stories. Brands are stories. The strongest brands know their villain and what it means to be a hero. Like all good stories, they have struggles and conflicts along the way. Storytelling. It tops the list of business buzzwords—and for good reason. There’s not a more powerful way for a brand to communicate its value. But how can leaders apply storytelling in their daily lives? And how can storytelling shape their longterm strategy and preserve the integrity of their brand story. This workshop enables leaders to view their company as a story. They’ll identify their true villain and struggles, and they’ll develop a clear portrait of what it looks like to be a Brand Hero. We’ll clarify these and other narrative elements that differentiate their brand from their competition. Leaders fully engage in learning skills and tools that help them: > Clarify their brand story > Communicate their brand story > Connect others with their brand story

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A common mistake from beginner marketers is confusing their businesses brand image with their brand identity. I get it. They sound similar and are connected concepts. But the brand image is distinct from the brand identity. A brand’s identity is its intent to cultivate a certain image in consumers' minds. How a brand is perceived is the brand image. Therefore, brands do not control the brand image, they can merely try and influence this perception. Everything a potential customer associates or identifies with a business or a product from previous experiences or through advertising creates a perception of that brand. Brand image is the result of a firm’s branding efforts - successful or unsuccessful. Marketing, experiences and memories associated with that brand are the basis for a brand image, and it comes in the form of a gut opinion or mental flash of recognition. The brand identity signifies what a firm wants its brand to stand for. They control this with all the elements that make up a brand and its marketing.  All the visible elements of a brand, such as its colours, design features, and logo.  It is a marketing strategy to nurture a certain image in consumers' minds that identify and distinguish the brand.

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We encounter brands all day, in everything we do. Symbols, designs, names, slogans, colours – this is branding. Beverland (2018) said that “people use brands to project whom we want to be, how we want to be perceived and how we want to feel about ourselves.” Your personal brand is everything that people think about you. Subjective to each person, all you can do is create an impression through the actions you take and what you say on social media. Ever heard someone say, “I’m not a product, how can I have a brand?” Many people associate a brand with a product. But this is only because a brand can be so powerful it can become synonymous with a product – e.g. Sellotape and Blu-Tack. It is how a company differentiates their product from their competitors. Equally, in a professional world, it can be profitable for your success to stand out from other people doing the same thing as you. In an age where people want to do business with people, no corporations, it is a powerful tool. “Your personal brand is the synthesis of all the expectations, images, and perceptions it creates in the minds of others when they hear your name” (Rampersad, 2008)

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Learn the value of authenticity, going back to the roots of marketing and harnessing the power of storytelling. Discover how to have conversations with your audiences that matter and how to use this interaction to better hone your communication strategy. Technology has changed the way audiences interact with content as they increasingly become the star of their own show. This workshop will show you how to ride the wave and avoid getting drowned out in a sea of ineffective content.

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Branding is a way of defining your business to yourself, your team and your external audiences. It could be called the business’ “identity”, but only on the understanding that it embodies the core of what the business is and its values, not just what it looks and sounds like. Customers of all sorts of businesses are so savvy today that they can see through most attempts by companies to gloss, spin or charm their way to sales.

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