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Brand personality FAQ

May 16, 2024

Karen Chandler


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Here at Nepa we’ve worked with brands to define and explore their personalities for over a decade. We’re experts on the subject, but our clients often have questions. So, we’ve spoken with the team to compile a list of the most frequently asked brand personality questions.

What is brand personality?

It is the set of human-like traits and characteristics that a brand embodies. Like individuals have unique personalities, brands should also exhibit distinct traits to help shape how they are perceived by consumers

Why is brand personality important?

A strong personality humanises a brand, making it both distinctly different and relatable. It helps to build emotional connections with consumers, and as such can help foster loyalty, enhance the company’s equity, and drive long-term success.

How do you measure brand personality?

At its core, you need to understand how customers perceive or feel about your brand. Common strategies include surveys, qualitative research like interviews and focus groups, customer feedback analysis, brand archetype analysis, social media analysis, and competitive analysis.

Here at Nepa, we conduct Brand Touch studies that measures the true emotional position of your brand, and how its position relates to the drivers within your category, using a comprehensive yet simple framework that is grounded in validated psychology methods.

How many personalities should a brand have?

Ideally a brand should have one consistent personality that aligns with its values and messaging. However, if a brand targets diverse audiences or offers multiple product lines, it may tailor specific aspects to each audience or product category. The key is to ensure that each personality remains cohesive with the overall brand identity and values.

Can brand personality change over time?

Yes, they can evolve over time to adapt to changing market dynamics or strategic shifts. If a category has become crowded, many successful brands have moved into the personality whitespaces that consumers are looking for, but not served by. However, changes in should be implemented thoughtfully to maintain consistency and avoid alienating existing customers.

How can a brand personality be communicated effectively?

Effective communication of requires consistency across all omnichannel touchpoints, including marketing materials, social media channels, customer interactions, and product experiences. Aligning internal teams and adhering to brand guidelines are the key to maintaining a cohesive personality.

What is the difference between brand personality and brand identity?

Brand personality refers to the human characteristics or traits attributed to a brand, reflecting the emotional connection consumers have with it. On the other hand, brand identity encompasses the visual and tangible elements that represent a brand, such as its logo, colours, tone of voice, and core values.

What is the difference between brand personality and brand value?

Brand personality refers to how a brand behaves, communicates, and is perceived by customers, reflecting its persona and character. Conversely, brand values are the core beliefs and principles that guide a brand’s actions, decisions, and business strategy. They represent the ethical and philosophical foundation of the brand, guiding its behaviour and interactions with stakeholders.

What are some examples of brand personalities in the real world?

Apple
Known for its innovative and sophisticated personality, Apple embodies traits like creativity, innovation, and elegance. Its products and marketing reflect a sense of exclusivity and forward-thinking, appealing to consumers who value cutting-edge technology and sleek designs.

Nike
Nike’s personality is characterised by excitement, empowerment, and athleticism. Through its bold marketing campaigns and sponsorship of top athletes, the company inspires customers to push their limits and achieve greatness, fostering a sense of motivation and determination.

Tiffany & Co.
Tiffany & Co. exudes sophistication, luxury, and elegance, making it one of the most prestigious jewellery brands in the world. Its brand personality reflects qualities like charm, romance, and timeless beauty, appealing to customers who desire elegance and refinement.

Coca-Cola
Coca-Cola’s personality is characterised by sincerity, happiness, and nostalgia. With its iconic red branding and timeless slogans, the company evokes feelings of joy, togetherness, and optimism, making it a beloved symbol of shared moments and cherished memories.

Starbucks
Starbucks’ brand personality is warm, inviting, and community oriented. Through its cosy coffee shops and personalised customer experience, Starbucks fosters a sense of belonging, connection, and comfort, making it a beloved gathering place for coffee lovers around the world.

How do you define your brand’s personality?

If you need help, then a Brand Touch study from Nepa is a great start. 120-character traits and 8 personality segments are used to visualise your position in a simple, concrete, and actionable way. By measuring your brand via human characteristics, you can understand your current positioning, and how this relates to the rest of your market. With Brand Touch 3.0, we help you unlock the future with our new market opportunity maps open whitespaces for growth that can help your brand build future success.

By aligning your brand personality with your values and messaging, you can create a cohesive and memorable identity that resonates with your target audience. With our expertise in Brand Touch studies, we can help you visualize your brand’s position in the market and unlock opportunities for future growth. Whether you’re a seasoned brand or just starting out, defining your brand personality is essential for standing out in today’s competitive landscape.

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Creating a brand identity that resonates with your audience

May 13, 2024

A birds-eye view of people discussing brand identity

Karen Chandler


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One of the most effective ways to differentiate your business has always been to create a strong brand identity. Think Coca-Cola. Just the name conjures up images of its iconic red logo. But is this the only thing that defines Coca-Cola’s brand identity? No, it’s the whole brand experience, from fonts and packaging to advertising campaigns and customer interactions. 

What is a brand identity?

At its core, a brand identity is the visual and content representation of a company’s personality. It encompasses elements such as logos, colours, fonts, messaging, and more; all of which create a holistic expression of what the brand stands for. With crowded markets where consumers are bombarded with choices, a strong brand identity can help businesses cut through the noise to make a lasting impression. 

What makes a strong brand identity?

It’s not one thing. Building a strong brand identity involves several key elements: 

Logo 

A brand’s logo is its most recognizable symbol and serves as its visual anchor. It should be distinctive, memorable, and reflect the company’s personality. Take Coca-Cola, for instance. Its logo, featuring the iconic red script text, is instantly recognisable worldwide. The flowing script font exudes a sense of warmth, friendliness, and tradition, aligning perfectly with Coca-Cola’s brand personality of happiness, enjoyment, and nostalgia. The logo’s red colour, vibrant and energetic, further reinforces these characteristics, making it a powerful representation of the brand’s identity. 

Colour palette 

Colours evoke emotions and can have a significant impact on how a brand is perceived by consumers. Red, for example is often associated with passion, excitement, and energy. Brands like Coca-Cola and Red Bull use red in their logos to evoke feelings of vitality and dynamism. Yellow, on the other hand, is associated with optimism, happiness, and creativity. Brands like McDonald’s and IKEA use yellow to create a cheerful and inviting atmosphere for their customers. 

Typography 

Fonts play a crucial role in conveying a brand’s tone and personality. Script fonts, like Coca-Cola’s and Disney’s mimic handwriting and are often associated with elegance, femininity, and creativity. They can add a personal touch to a brand’s identity and evoke feelings of warmth and sophistication. Conversely, display fonts such as those used by Netflix and Spotify, are decorative and attention-grabbing, making them ideal to convey a bold and dynamic personality. These fonts often evoke a sense of creativity, innovation, and originality, which can be particularly appealing to audiences who value uniqueness and excitement. 
 

Brand voice 

Consistent messaging is key to establishing a strong brand voice audience. Take Coca-Cola, as the example. Whether it’s their iconic “Open happiness” campaign or the more recent “Taste the feeling,” the brand consistently delivers messages that evoke emotions of joy, positivity, and togetherness. These messages are not only reflected in their advertisements but also in their social media content, website copy, and even customer interactions. By maintaining this consistent brand voice across all channels, Coca-Cola has successfully ingrained its values and personality into the minds of consumers worldwide, fostering a strong emotional connection that goes beyond just a refreshing beverage. 

Imagery and design elements 

Visual elements such as images, graphics, and design elements play a crucial role in conveying a brand’s personality and values, and Coca-Cola is a prime example of this. From their classic red colour scheme to the iconic ribbon-like imagery featured on their cans, every visual aspect of branding is consistent with their brand’s identity. 

By combining these with templates and guidelines that can be used throughout a business, and by carefully considering each of these elements and how they interact with one another, a company can create a cohesive brand identity that leaves a lasting impression. 

Why is having a strong brand identity important?

A strong brand identity serves as the foundation upon which all marketing efforts are built, providing a clear and cohesive framework for how the brand is perceived and experienced by consumers. 

Differentiation 

In a crowded marketplace, a distinct brand identity helps a business stand out from competitors and attract the attention of potential customers. 
 

Trust and loyalty 

Consistency in branding builds trust and fosters loyalty among customers. When consumers know what to expect from your brand, they are more likely to become repeat customers and brand advocates. 
 

Marketing effectiveness 

A cohesive brand identity supports marketing efforts by creating a memorable and recognisable image. Consistent branding across all channels increases brand recall and enhances the effectiveness of marketing campaigns.  

Business success 

Ultimately, a strong brand identity contributes to the overall success and growth of a business. By increasing brand awareness, recognition, and customer engagement, it can help drive sales and revenue growth. 

Why taking a step back is important before speaking with a brand agency

Everything we’ve discussed in this blog are important elements to build a strong brand identity (and Nepa’s Brand Asset studies can help here!). However, before engaging with a brand agency or designer to help you create or rebrand your product or service, it’s crucial to take a step back and conduct thorough research and introspection. Here’s why: 

Audience analysis 

Understanding your target audience’s demographics, preferences, and pain points is essential for crafting a brand identity that resonates with them. A Brand Touch study, for instance, can help you not only identify how your brand is currently perceived by consumers, but the personality traits that are currently contributing to success and those that you should highlight with your brand identity. 

If you’re interested in learning more about Brand Touch, why not read out latest blog post? 

Brand values and mission 

Clarifying your brand’s values, mission, and vision provides a clear direction for developing your brand identity. Your brand identity should authentically reflect who you are as a company and what you stand for.  

Competitive analysis 

Assessing your competitors’ branding strategies can help you identify gaps and opportunities for differentiation. By understanding what sets your brand apart from the competition, you can position yourself more effectively in the market. A Brand Touch study can help you understand how both you and your competition are perceived by your consumers, and therefore identify potential whitespace to shift your brand identity for growth. Should Coca Cola focus on their reliable or confident sides, for example? 

In conclusion, creating a brand identity that resonates with your audience requires careful consideration of various elements, including your logo, colour palette, typography, brand voice, imagery, and design elements. By building a cohesive brand identity that reflects your values, mission, and vision, you can differentiate your business, build trust and loyalty among customers, and ultimately drive success and growth. However, it’s essential to take a step back and conduct thorough research to ensure that you understand how to portray your brand, and where potential whitespace in the market lies to help you stand out. 

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How to find your brand’s whitespace opportunities

May 08, 2024

Stockholm skyline for whitespace opportunities blog

Karen Chandler


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Brands trying to increase their share of wallet often start at the end of the process. Money is spent on concept testing and ads, but in many cases they would do better off by taking one step back. “How is their brand currently perceived?”. “What do consumers think of the competition?”. And one of the most important questions “Where are the whitespace opportunities in the category”? With this knowledge, they can pinpoint the areas for growth and differentiate their messaging from their rivals. Ultimately this means they can create content that truly resonates with consumer needs.

Understanding whitespace opportunities

A whitespace opportunity refers to an untapped or unmet need in the market that presents a potential area for differentiation. It’s where a brand can carve out a distinct position and offer something unique and valuable to customers that competitors are not currently providing. In essence, whitespace opportunities represent fertile ground for growth and expansion.

With fierce competition and constantly evolving customer expectations, identifying whitespace opportunities has become increasingly crucial for marketers. Brands that can successfully identify and capitalise on these opportunities gain a competitive edge, drive innovation, and fuel long-term growth.

Why whitespace opportunities matter

In a crowded and commoditized market, simply trying to outperform competitors on existing dimensions is no longer sufficient. As the adage goes, “If you try to be the best at everything, you become the best at nothing.” Instead, brands must strive to be unique and differentiate themselves from the competition.

Whitespace opportunities offer a strategic pathway for achieving this differentiation. By identifying areas where customer needs are unmet or underserved, brands can tailor their products, services, and in particular their messaging to effectively address these needs. This not only enhances customer satisfaction and loyalty but also enables brands to command premium pricing and capture market share.

Moreover, whitespace opportunities drive innovation and propel brands forward in dynamic and evolving markets. By continually seeking out new areas for growth and expansion, brands can stay ahead of the curve, anticipate market trends, and maintain relevance with customers.

Practical strategies for finding whitespace

Now that we’ve established the importance of whitespace opportunities, let’s delve into practical strategies for uncovering them:

Leverage attribution mapping

Attribution mapping is a powerful technique for identifying your brand’s most profitable dimensions and areas of differentiation. By mapping key attributes of your market and competitors, you can pinpoint whitespace opportunities that align with your brand’s strengths and values.

Refine your brand positioning

Take a close look at your brand’s positioning and messaging to ensure they align with whitespace opportunities in the market. Consider how you can differentiate your brand from competitors by highlighting unique value propositions and addressing unmet customer needs.

Innovate and iterate

Don’t be afraid to innovate and iterate on your products, services, and business models to capitalise on whitespace opportunities. Continuously seek feedback from customers, test new ideas, and refine your offerings based on market demand and trends.

Brand Touch and whitespace

Our Brand Touch solution can help you do all of this by measuring the true emotional position of your brand, and how this relates to drivers within your category. 120 character traits and 8 personality segments are used to visualise your position in a simple, concrete, and actionable way. By measuring your brand via human characteristics, you can understand your exactly where the whitespace opportunities lie.

Finding whitespace in the streaming industry

Our client was a well-known streaming provider in the Nordics, but was entering a new market where they had little name recognition. The top 3 streamers in the market were all fighting over owning the “Entertainer” profile with comms referencing an “emotional” and “creative” identity. There was no space for our client to compete here.

We identified an unmet need for a brand to own the Influencer/ Entrepreneur personalities that wasn’t being addressed in the market. We concluded that consumers would be receptive to a streamer that was proud of both its high-quality content and, as a result, its premium prices. The brand’s Nordic heritage was also a key to exuding the trust and reliability that all streamers were expected to have in the market.

By responding to unmet consumer positioning needs as a fun, self-confident, playfully arrogant “new kid on the block”, our client entered the new market with a bang, immediately standing out in a crowded field.

In conclusion, whitespace opportunities represent untapped potential for brands to differentiate themselves, drive innovation, and achieve sustainable growth. By adopting a strategic approach to identifying and exploiting these opportunities, brands can position themselves for long-term success. So, embrace the challenge, explore the possibilities, and unlock the full potential of your brand’s whitespace opportunities.

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