Brand Personality: Creating a Brand That is Exciting (Part 2)

Your brand personality is important because it helps you stand out from the competition and connect with your target audience. When your target audience can identify with your brand, they are more likely to become loyal customers. Brand personality also helps build trust and credibility, which is essential for any business. By having a strong brand personality, you will be able to  create a lasting impression on your customers that will continue to bring them back to your business. 

What is brand personality? 

A brand’s personality brings a brand alive. A fitting brand personality allows brands to connect with its customers. Compared to a competitor who chooses either an ill-fitting personality or does not create any personality for its brand, you make your brand distinct and memorable.

In order to craft a strong personality, it’s important that businesses devise a brand strategy which involves thinking about its mission, vision and purpose. With market research, you can determine who your target audiences are and from here you create a brand personality that resonates with who you want to reach. At BDSA, a brand marketing agency based in Singapore, we use the Aaker model – a framework for building personalities inspired by the “Big Five” personality traits. The five main categories include: sincerity, ruggedness, excitement, competence and sophistication. In this blog, we discuss one of these personality types – excitement. What makes a brand exciting? What type of brands fit well with an exciting personality? We find out.

What makes a brand exciting? 

Think about your most fun friend – what feelings does this friend bring out of you? Thrill, delight? In the same way, an exciting brand evokes feelings of exhilaration. 

The Aaker model is based on the “Big Five” personality traits. An exciting brand would rank high on the continuum for openness and extraversion personality traits. Openness to experience would mean being spontaneous and imaginative and extraversion would mean being fun-loving. If your purpose is to provide an unforgettable experience to your consumers, an exciting personality might be fitting for your brand. You want to help your customers discover new places, people, drinks, food and sensations.

For example, Airbnb has an exciting personality, and its mission is ‘To make people around the world feel like they could belong anywhere’, and so it strives to allow travellers to experience a new country and culture in a new exciting way. Its ‘Live There’ campaign is about challenging the conception of travel. Instead of engaging in touristy activities, the brand provides its customers with the opportunity to travel in a novel and refreshing way.

How can you create an exciting brand? 

First, decide if your brand is an exciting one. Reflect on your mission and vision and your products. Certain products and services fit an exciting personality naturally. For example, travel and tourism, theme parks, and sports and drinks.

If you’re marketing for an adventure sports brand offering trekking, rafting and mountaineering, infusing an element of exhilaration in your branding would help to create a buzz around your products and elevate the brand experience for your audiences. Through the various elements of your brand, such as your brand voice and visual identity, you can bring to life an energetic, spirited persona. 

For visual identity, you could use pop colours, incorporate exciting design elements or integrate photography that capture the feeling of fun. Also you can achieve a tone of enthusiasm with the skilful use of sentence structure, vocabulary and punctation.  

Who is your target audience?

Deciding if your brand should have an exciting personality starts with your target audience. If your target consumers are thrill-seekers looking for an adrenaline rush and craving new experiences, creating an exciting personality would be fitting. Generally, if you’re also looking to appeal to a younger demographic, such as Gen Zers or millennials, considering an exciting personality could also help you connect with your customers. Young consumers are on the lookout to push the boundaries and feel new sensations, and when your branding promises to deliver these, you’re on the right track to building brand loyalty and advocacy.

For example, Red Bull targets males in their late teens and early twenties and its mission statement is ‘Giving wings to people and ideas.’ It urges people to live on the edge and gives people the boost they need to accomplish the unimaginable with its energy drinks.

Create an exciting brand with BDSA

Not sure if you should create an exciting brand personality? At BDSA, we offer brand consulting services and perform market research to uncover the essence of your brand. Through a 3-step process of Brand Discovery, Brand Strategy and Brand Translation. We shape your brand’s personality so you can focus on other aspects of your business. We also offer social media marketing services, helping you plan content calendars, craft social media posts and schedule postings. Applying for Enterprise Singapore’s SME marketing grants is also easy with us. We help you gather the right documents and fill up the necessary documentation. Start marketing to your audiences now. Speak to us to find out more.

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