Why is brand personality so important? Today’s discerning consumers don’t become long-term customers solely because of the products or services they enjoy; they are faithful to preferred brands because they feel a high degree of attachment to what the brand represents. The more brand personality you can project in your marketing content, the more loyalty you’ll establish among consumers.
Shining Examples of Brand Personality in Action
Have you ever relied on a mid-day Red Bull to perk you up and stave off the drowsiness that threatens your productivity? With $11.2 billion in sales in 2023, this drink has probably been in your grocery cart at one time or another.
Does it taste great? Not necessarily. And sometimes, that caffeine jolt can be a bit much, but then Red Bull has established a brand personality around extremes, which explains why so many athletes taking part in extreme sports are sponsored by the energy drink giant.
The following are some of the more successful marketing slogans used by Red Bull that speak to its position as an “extreme” energy drink:
- Red Bull Gives You the Edge
- Red Bull – Vitalizes Body and Mind
- Red Bull Gives You Wings
- Red Bull Gives You More
The company gained global attention when it sponsored Felix Baumgartner’s record-breaking freefall jump from the edge of space. The Red Bull logo was displayed prominently on Baumgartner’s spacesuit as the cameras captured his every move on his 24-mile plummet that ended with a parachute landing.
Software Successes
While not nearly as exciting as a space jump or extreme sports, software has a more practical application to most. Microsoft has long been the leader in this space, so it’s no surprise that this company has some brilliant marketers creating an exceptional brand personality for all to see.
The main components of the company’s personality are based on competence and an expansive understanding of technology in many different forms. It also focuses on reliability and trust and presents itself as a dependable partner that can solve problems and help users gain productivity.
Remember when the concept of cloud computing was first introduced? People had a tough time trusting that their data would be safely stored offsite, but Microsoft embraced the cloud-first and mobile-first strategies that made them an early leader in cloud computing.
More successes came when Microsoft successfully rebranded its Windows platform as a service with frequent updates rather than standalone releases.
Get Your Brand Personality Out There
You don’t have to be a household brand to get your brand personality in front of more people. At SJC Marketing, we work with companies of all sizes, including small- to medium-sized businesses, creating strategies and content that engages consumers and establishes trust and loyalty. Contact us and let’s begin working together.