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10 Brand Personality Examples [To Inspire Your Brand Strategy] - YouTube
Channel: Brand Master Academy
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What's up brand builders! Stephen Houraghan
here of BrandMasterAcademy.com and in
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this video I'm gonna show you 10 brand
personality examples so you can learn
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how the most charismatic and loved
brands in the world charm their
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audiences but most importantly
earn their affection.
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now if you're a subscriber welcome back
get comfy you're gonna enjoy this one if you're
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new to the channel and you want actionable
brand strategy tips and techniques to
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grow your business well then hit that
subscribe button and the notification
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bell and you'll be well on your way now
I talked a lot about brand personality
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I've written a lot of articles I've done
a lot of videos on brand archetypes and
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brand personality and the reason for
that is I really feel that this is the
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future of branding if you look at the
last 20 years the transition that the
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brand-consumer relationship has gone on
where the brands had all the power
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20 years ago and now the consumer has
all of that power then we can see how brands
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have adapted to that and they're
becoming more and more human consumers
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are demanding that the brands that they
do business with speak to them on a
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human level like they know who they
are what they're going through what
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their pain points and challenges are and
they speak to them with emotion as if
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they know them and they feel familiar so
I really feel that that is the future
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and the present of branding and if you
want to inject personality into your
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brands which you definitely should then
you can look to some of the best brands
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the most charismatic brands the most
loved brands in the world for
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inspiration and that's what we're gonna
go through in this video so let's take a
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look at ten examples of brand
personality from some of the most loved
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brands in the world and the
characteristics used by these brands to
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make those connections brand personality
example number one is Lego now Lego is
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an old-school brand and a bit of a
throwback to a simpler time before
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screens and apps and modern toys that
kids have today and of all brand
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personality examples listed here Lego
can proudly claim to be one of the
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world's most loved brands born from and
built on imagination Lego is a brand
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that opens up a world of fantasy
creativity and play for kids young and old
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Lego is a traditionalist brand created in 1932 and
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though they hadn't posted a loss in 66
years the brand was in trouble back in
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1998 because it lost its connection with
culture and relevancy fast forward to
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today though and Lego has clicked itself
onto every culturally relevant theme
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from superheroes to movies and
with a generous dose of humor it has
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rejuvenated itself as a creative
original imaginative and fun-loving
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brand its language is youthful its
tone of voice is fun-loving and its
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characteristics are imagination and
creativity brand personality example
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number two is Alfa Romeo now
Alfa Romeo is a typically Italian brand
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it represents style and sophistication
as well as a feeling of sensuality its
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tagline is the mechanics of emotion
and that provides an insight into the
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emotive spirit of the brand it's not
British it's not American it's not
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German or Japanese it's Italian and
it speaks like one throughout its
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communication it appeals to the senses
with sensual and emotive language and
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imagery and sets itself apart from other
car brands within its class its brand
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identity is sleek its language is
sensual its tone of voice is emotive and
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its characteristics are stylish and sexy
now one of the reasons I really like
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this example of brand personality is
that Alfa Romeo does not feel like any
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other car brand there are so many car
brands out there and you can look at
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multiple car brands and they kind of
seem like a variation of each other but
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there is no other car brand out there
certainly within its class that looks or
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feels or sounds like Alfa Romeos
or really like this example of brand
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personality from an automotive brand
brand personality example number three
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is Dove now Dove is a simple and elegant
brand with a purposeful soul and it
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promotes and encourages the self esteem
in women and girls now a few brand
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personality examples are as innocent as
Dove and by innocent I'm tapping in here
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to the innocent archetype so if you want
to know more about archetypes I'll leave
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a link in the description below and I'll
leave a card above as well so you can
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check those out but Dove embrace all things pure and
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offer their female audience almost
godlike status the brand displays
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appreciation for all that's beautiful
and feminine it sees that beauty and
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femininity in all women and encourages
women and girls to see the same beauty
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in themselves both inside and outside
Dove has a positive and encouraging
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personality and communicates optimism
and honesty through their language and tone
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it's brand identity is pure its language
is simple its tone of voice is positive
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and the characteristics that it displays
is purity and honesty example number
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four is Nike now Nike is an
inspirational brand and it inspires its
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audience to go out and do the
competitive track and field heritage
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of the founders Phil Knight and Bill
Bowerman is part of the fabric of the
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brand and this winning mentality extends
right through the brand personnel into
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the relationship that it has with its
customers as well so Nike is a winner
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that's what it lives for it's there to
be number one and that's what it oozes
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throughout all of its communication and
just like every athlete at the top of their
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game Nike has this burning desire to be
at the top and stay there absolutely
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undisputed and that winning mentality is
evident in everything the brand does
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from its innovation to its branding and
night does represents this kind of coach
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personality that's encouraging and
guiding and demonstrating motivating and
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holding their audience responsible for
their success or their failure their
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tagline just do it is a call to action a
way of life and a belief that you can
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achieve what you want if you want it bad
enough their brand identity is efficient
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the language is that of a champion their
tone of voice is motivational and the
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characteristics that they display are
brave and determined now when I first
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started to learn about brand personality
I started to think about funny brands
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such as the Dollar Shave Club or Old
Spice or brands that you know make jokes
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or have humor throughout their brand
communication but this example just goes
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to show that brand personality is not
about a brand being funny it's not about
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a brand making their customers
or their audience laugh
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it's about a brand connecting
through the characteristics so Nike
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understands who their audience is they
understand that winning mentality that
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their audience has that competitive
nature and that desire to win that their
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audience has and they tap into that
through the characteristics that they
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display so this is a great example of
how brand personality is not just about
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being funny it's not about making your
audience laugh it's about connecting
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with them through the personality and
the characteristics that they're
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attracted to the most brand personality
example number five is Lynx or Axe
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depending on where you are in the world
now Lynx is a brand that communicates
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to its audience that you're one of us
and we're where it's at so through a mix
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of collective and humorous communication
it appeals to its audiences desires to
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not just fit in but to have the
confidence to be themselves Lynx
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appeals to new generations of savvy men
who are transitioning to finding their
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own way so they're going from their
teenage years to their adult years and
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like a big brother the brand encourages
expression and acts as a voice of
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reassurance to its audience with a
message that your confidence is your key
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and embrace who you are the brand
identity is slick their language is cool
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their tone of voice is reassuring and
the characteristics that they display
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are protective and encouraging brand
personality example number six is Toms
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now Toms is a brand purpose native which
means that they were one of the first
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brands to be born from their purpose so
the founders came up with an idea of how
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to help people and the brand was born
from that point so they offer a sense of
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caring not just through their visuals
and their communication but through
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their actions having helped near 100
million people they've impacted so they
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are a shoe company but they've gone out
of their way to communicate that they're
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more than just that by displaying
warm reassuring and supportive
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characteristics in how they go about
their business with one arm around their
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customers and another arm around the
people that they're trying to help Toms
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is a feel-good brand bringing people
together their brand identity is light and
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warm their language is caring their
tone of voice is nurturing and the
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characteristics that they display are
supportive and helpful brand personality
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example number seven is Mercedes-Benz
now Mercedes is an aspirational and
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exclusive brand that sits on a pedestal
and encourages its customers to earn the
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right to join their club so that's the
feeling that they give out to their
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audience that you need to earn the
right to join this club and it's a club of
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prestige and the right of passage is
success and their reward for that
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success is status so Mercedes
communicates superiority and exclusivity
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to remind their audience that they are
the top of the food chain of society
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throughout their entire brand experience
they display characteristics of status
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wealth and success and they provide
their customers with a sense of
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achievement their brand identity is
refined their language is articulate
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their tone of voice is authoritative and
their characteristics that they display
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are successful and commanding now the
Mercedes example really pulls into focus
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the role of the brand and the
representation of that brand so yes
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Mercedes is an automotive car brand and
their products get their customers from
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A to B but they represent far more than
that it's really about status and they
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represent this sense of achievement to
their audience so when you come to
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putting your brand together and putting
your brand personality together ask that
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question what is it that you're going to
represent to your audience and how do
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you display characteristics to represent
that role brand personality example
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number eight is Coca-Cola so whenever
you think of Coke chances are
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consciously or subconsciously you think
of the word happiness or the feeling
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happiness and the reason for that is
that Coke has made it their business to
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associate the brand with that word by
aligning the brand with every happy
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moment that you can think of from
Christmas to summer holidays so through
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their advertising and their
communication they consistently display
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happy and somewhat magical
characteristics which we associate with
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enjoyment their personality is carefree
and fun-loving which encourages the
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audience to forget their fears and stresses
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and enjoy the moment by having a Coke
and a smile their brand identity is
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radiant their language is joyful their
tone of voice is enthusiastic and the
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characteristics that they display are
optimistic and fun-loving brand
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personality example number nine is IKEA
now IKEA is a no-nonsense simple brand
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that knows its category and stays in its
lane the brand appeals to normal
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everyday people who have specific needs
and requirements and they want simple
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solutions without any hassle the
simple look and simple talking approach
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with a sprinkle of humor every now and
then shows that the brand doesn't take
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itself too seriously The Wonderful
Everyday tagline shows its
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light hearted bright side and spirit and
they communicate this sense of inclusion
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and equality their brand identity is
bright and unpretentious their language is
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everyday their tone of voice is easy and
the characteristics that they display
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are togetherness and inclusiveness and
brand personality example number 10 is
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Apple now although Apple has a
rebellious streak by doing things
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differently and does have a history of
going against the grain of the industry
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they are an innovator and a visionary at
heart they're motivated to reinvent the
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wheel to create something new and to
break through boundaries of technology
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they encourage and inspire their
customers to go out and express
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themselves and use their imagination
to find their vision or their originality
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they've been embraced by most or all
creative industries and progressive and
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forward-thinking individuals and
businesses as well so they've really
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changed the world and they offer their
customers the opportunity to join them
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on this cutting edge of the unknown to
go out and change the world themselves
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their brand identity is minimalistic their
language is simple their tone of voice
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is quietly confident and the
characteristics that they display are
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innovation and creativity now these
examples are considered to be some of
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the most loved brands in the world so
they understand brand personality and
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they use it to really connect with their
audience on a human level now if you're
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building a brand today it's not the same
as it was 10 years ago maybe 10 years ago
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some brands would get away with just
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looks with just looking a certain way
but today consumers have changed they
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demand so much more from brands today
and they expect their brands to speak to
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them on a human level they want to feel
that their brand knows who they are that
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they feel like they're talking
directly to them so if you're going to
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build a brand to do that then you need
far more than looks and you really need
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to think about who your audience is the
characteristics that they're attracted
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to and inject those characteristics into
your brand so when you come time to
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doing that when it comes time to
injecting characteristics into your
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brand or developing your brand
personality come back to this video and
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look at how the most loved brands in the
world do it but I would love to hear
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from you about your experience when it
comes to brand personality maybe you've
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got an experience with a specific brand
or you've got another example that's not
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listed here I'd love to hear from you in
the comments box below if you've got any
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questions at all in relation to brand
personality or developing brand
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personalities for your brand let me know
in the comments below if you like this
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video please give it a thumbs up hit
that subscribe button and the
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notification bell as well and let you
know when we've got new videos coming
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out if you want to learn more about
brand strategy and building brand
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strategies from scratch or if you want
more actionable brand strategy tips and
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techniques well then head on over to
BrandMasterAcademy.com and get
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yourself signed up for the list we've got
plenty of resources on there that can
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help you to develop around personalities
and brand strategies from scratch as
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well but again I'd love to hear from you
let me know in the comments below what
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your experiences are what your
challenges are I'll do my best to answer
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all of those until next time brand like
a master and I will see you in the next video!
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