Brand positioning and personality

Brand personality is the way a brand speaks and behaves. It means 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. When brand image or brand identity is expressed in terms of human traits, it is called brand personality. 

Allen Solley brand speaks the personality and makes the individual who wears it stand apart from the crowd. 

Infosys represents uniqueness, value, and intellectualism.

Brand personality is nothing but personification of brand. A brand is expressed either as a personality who embodies these personality traits or distinct personality traits. Brand personality is the result of all the consumer’s experiences with the brand. It is unique and long lasting.

Shahrukh Khan and Airtel

John Abraham and Castrol

Brand personality represents feature: 

Dove as honest, feminist and optimist

Hewlett Packard brand represents accomplishment, competency and influence

Brand personality must be differentiated from brand image, in sense that, while brand image denote the tangible (physical and functional) benefits and attributes of a brand, brand personality indicates emotional associations of the brand. If brand image is comprehensive brand according to consumers’ opinion, brand personality is that aspect of comprehensive brand which generates its emotional character and associations in consumers’ mind.

Brand personality develops brand equity. It sets the brand attitude. It is a key input into the look and feel of any communication or marketing activity by the brand. It helps in gaining thorough knowledge of customers feelings about the brand. Brand personality differentiates among brands specifically when they are alike in many attributes. 
For instance - 

Brand personality is used to make the brand strategy lively, i.e, to implement brand strategy. Brand personality indicates the kind of relationship a customer has with the brand. It is a means by which a customer communicates his own identity.


Brand personality and celebrity should supplement each other. Trustworthy celebrity ensures immediate awareness, acceptability and optimism towards the brand. This will influence consumers’ purchase decision and also create brand loyalty. 
For instance - 

Bollywood actress Priyanka Chopra is brand ambassador for J.Hampstead, international line of premium shirts.

Brand personality not only includes the personality features/characteristics, but also the demographic features like age, gender or class and psychographic features. Personality traits are what the brand exists for.


Brand is not a logo

Brand is not a tag line

Brand is a relationship

Find your point of view:

Who you are?

What do you do?

Why does it matter?

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What is branding ? 


A brand is a perception or emotion, maintained by a buyer prospective, describing the experience related to doing business with an organization or consuming its products and services.Therefore it makes sense to understand that branding is not about getting your target market to choose you over the competition, but it is about getting your prospects to see you as the only one that provides a solution to their problem.


The objectives that a good brand will achieve include:

•  Delivers the message clearly
• Confirms your credibility
• Connects your target prospects emotionally
•  Motivates the buyer
• Concretes User Loyalty

Why Branding ?

A brand is a media to give the consumers memoability. With specific details like distinctive name and colors, your company will be more familiar to consumers’ ear. Thus, good ads is also put your company’s name to be more familiar. Once they give your products a try and they satisfy with the results, there is a guarantee that they will give you their loyalty. 

Moreover, through the familiarity people begin to recognize your products, when your company has come into a famous brand one people will start to compare your brand with your competitors, so you should pay more attention on the quality of your products.  

When one product has succeeded to be introduced to the mainstream market through your effective marketing, start the extension into related product, so there will be more varied products on your business. An original branding with distinctive logo and slogan is a treasure for you because once your brand becomes famous all over the world, it will be a good commodity. Just by hearing or reading your brand, people would know what your products presents and how these product benefits them. No need longer explanation. And for consumers, they will find themselves easier to just pick the famous brand rather than unknown one. 

However, above all of the branding things above, one you should keep in mind in running the private business is your professionalism. Knowing that your consumers are the key to your business, you should treat them well. Give them solutions whenever they come to complains with valuable explanation. More importantly, it will be a smart way to keep what your company has promised them.

It may cost only 10-20 rupees in India

Now it must cost 1000- 2000 rupees

Why Brand Image ?



Brand image is the current view of the customers about a brand. It can be defined as a unique bundle of associations within the minds of target customers. It signifies what the brand presently stands for. It is a set of beliefs held about a specific brand. In short, it is nothing but the consumers’ perception about the product. It is the manner in which a specific brand is positioned in the market. Brand image conveys emotional value and not just a mental image. Brand image is nothing but an organization’s character. It is an accumulation of contact and observation by people external to an organization. It should highlight an organization’s mission and vision to all. The main elements of positive brand image are- unique logo reflecting organization’s image, slogan describing organization’s business in brief and brand identifier supporting the key values.
Brand image is the overall impression in consumers’ mind that is formed from all sources. Consumers develop various associations with the brand. Based on these associations, they form brand image. An image is formed about the brand on the basis of subjective perceptions of associations bundle that the consumers have about the brand. 

Volvo is associated with safety

Toyota is associated with reliability

The idea behind brand image is that the consumer is not purchasing just the product/service but also the image associated with that product/service. Brand images should be positive, unique and instant. Brand images can be strengthened using brand communications like advertising, packaging, word of mouth publicity, other promotional tools, etc.
Brand image develops and conveys the product’s character in a unique manner different from its competitor’s image. The brand image consists of various associations in consumers’ mind - attributes, benefits and attributes. Brand attributes are the functional and mental connections with the brand that the customers have. They can be specific or conceptual. Benefits are the rationale for the purchase decision. There are three types of benefits: Functional benefits - what do you do better (than others ),emotional benefits - how do you make me feel better (than others), and rational benefits/support - why do I believe you(more than others). Brand attributes are consumers overall assessment of a brand.
Brand image has not to be created, but is automatically formed. The brand image includes products' appeal, ease of use, functionality, fame, and overall value. Brand image is actually brand content. When the consumers purchase the product, they are also purchasing it’s image. Brand image is the objective and mental feedback of the consumers when they purchase a product. Positive brand image is exceeding the customers expectations. Positive brand image enhances the goodwill and brand value of an organization.