The purpose of brand personalization is to arouse users' emotions and narrow the distance between brands and users. Why do some people worship Ren? Why do some people like idolization? In fact, each of us has an idol in our hearts. Idols often have qualities or skills that we yearn for, and help us do things that we want to do but can't. Everyone wants to be like an idol, or the idol now represents the person he wants to be in the future.
From the perspective of star effect, we can see that when a product is a person, it is easier to be recognized and attract some followers, and so is brand personalization.
But it must be emphasized that not all brands and products need to be personalized. Personalized brands are more suitable for products with high homogeneity, simple decision-making and uncomplicated information, such as drinks, food and clothes. Such brands and products tend to appeal more to emotion than to reason. Correspondingly, products with complex information and need careful decision-making often need rational demands. For example, most 2B enterprises do not necessarily need personalization.
So, what should a personalized brand do?
Next, I will try to explain how to personalize the brand step by step from big to small.
Brand values and positioning are the foundation of the brand, which must be persevered and defended to the death. To be a brand, we must find a direction, and all creativity or innovation should be based on it, and then strengthen it repeatedly, so that the values and images that the brand wants to express are deeply rooted in the hearts of the people. If this step is not done, then the rest is basically nonsense.
The more distinct the brand's values and the more accurate its positioning, the brand's assets will gradually increase in value over time. Otherwise, a brand is brave this year and will become naughty and lively next year. If you are a consumer, will you accept such a brand with split personality?
We can easily say that Volvo stands for safety and peace of mind, Mercedes-Benz stands for quality riding, and BMW stands for passionate driving, because they have long adhered to their respective brand positioning and repeatedly expressed their unique brand values. Only by doing this can we continue to talk about brand personality.
Brand is to better sell products or services, but only if you know who your target users are. What they love, what they stand for, what they want to express, what is their thinking logic, what software they use more, where they like to go and who they listen to.
There is a clothing e-commerce brand called "non-stop". The original product is the tail list of Japanese brand clothing, and the attributes of the product itself determine the brand style-Japanese style. Speaking of Japanese culture and Japanese culture, words such as moral, inner beauty, literature and art, and small freshness can basically set the tone for the brand.
And its potential consumers are a group of literary young women who yearn for simplicity and beauty, have petty bourgeoisie sentiment, love literature and art, like to visit douban, and have certain economic foundation and taste requirements. Sticking to it is to find such a group of people with clear portraits, work hard from the copywriting, say what they want to say in a way that they recognize, explain their favorite lifestyle, quickly attract supporters with the same values, and successfully stand out from the dazzling array of clothing brands.
When consumers buy products, they will invisibly look for products that match their personality. Among them, the consistency of personality may be the consistency of real personality, for example, you may choose Toyota Camry because of being pragmatic; It may also be an ideal personality. For example, if you yearn for heroism, you may choose a jeep shepherd.
Therefore, you need to think clearly about who your consumers are, who they will support and who they will follow.
Knowing who you are and who your target consumers are, you must know who your competitors are next. No matter who it looks like, we try to avoid looking like it. There are many industries, perhaps because of the particularity of the industry, brand personality and image will tend to be similar For example, many brand images in the cosmetics industry are positioned around young fashion, such as:
No matter from the spokesperson, product appearance, advertising and other aspects. When these brands are put together, ordinary people are basically confused. When the logo is obscured, it is difficult to distinguish who is who. This is the unclear brand image.
Under such circumstances, will we build a different brand personality and image to attract more users? As a "national skin care brand", Baiqueling has done a good job in establishing a brand image. Whether it is packaging, copywriting or advertising films, it is full of a strong sense of the Republic of China and nostalgia, and the brand image is highly recognizable, which has become a clear stream among the dazzling cosmetics brands.
Gender is the most primitive division of human beings. To turn a brand into a person, we must first face the most basic judgment: is it male, female or neutral?
My observation is that most consumer goods, daily chemicals and daily necessities are "female" categories, with sexy and warm as the main direction. Most scientific and technological electronic products, intelligent hardware, automobiles and airplanes are male categories, and these brands have created brand images such as excitement, calmness, unyielding, maturity, calmness and wisdom. And education and training, enterprise consulting, financial management, advertising planning and other industries, often choose neutral positioning.
However, the division of brand gender is not absolute, and cars can also be "women", such as MINI brands; Beauty cosmetics can also be very man, such as Lux brand. Sometimes the dramatic gender contrast of brands may bring unexpected results. For neutral brands, it is necessary to see which category the natural conditions of TA are suitable for. Natural conditions include: founder's characteristics (personality), brand launch opportunity, category development trend and so on. For example, if the founder is an attractive woman, TA's brand personality may be more feminine.
Summarize the core of brand building: women should be sexy, men should be cool, and neutral brands should look at talent.
Margaret Mark and Carol S. Pearson are based on four human motives: "Stability VS conquest; Ownership VS independence ",the brand prototype is divided into 12 types (stability: creator, caregiver, ruler; Attribution: everyman, lover, jester; Conquest: hero, rebel, magician; Independence: childish, explorer, wise).
For example, McDonald's pays attention to family and children, provides happy children's meals, and has a very popular McDonald's uncle, who promises that your pastime will be happy and carefree. It is a typical brand prototype of nurses.
Brands, like people, can have a main personality and some auxiliary personalities, but they can't have wavering prototypes. Sometimes it is a hero who conquers everywhere, sometimes it is a simple and innocent person, and sometimes it is a wise man who tirelessly teaches people. Do you want consumers to be schizophrenic? Can you accept that Uncle McDonald has become a cowboy with a Harley pierced ear and a cigar in his mouth?
What is a role? Teachers, experts, good brothers, intimate sisters, girls next door, opinion leaders, talents and so on. If a brand wants to be deeply rooted in people's hearts, it must play the role of a person in the minds of consumers, whether it is inseparable or never met.
For example, an intimate sister is an intimate role, who can listen to the voice of consumers and provide warm and professional emotional guidance and behavioral guidance. She knows women and can help them solve their problems. She may tell you to "stay up late with the most expensive mask" and "woman, be nice to yourself". Many skin care brands enjoy this role.
The red star Erguotou copy says "put down the enemy with bullets, put down the brothers with Erguotou", which is the role of a good buddy and a good brother.
No matter in real life or emotional life, brand roles must have continuous participation in order to make consumers have conditioned reflex effect.
For example, emotional anxiety may listen to dragonfly FM, emotional experts, knowledge anxiety may find a teacher who "gets APP", and information anxiety may find an information expert who makes headlines today.
Before planning a brand, you need to ask yourself: What is the personality of the brand I plan? What would a person with this personality say?
If I want to buy a 40W business car, I want to see a copy of it. It's a noble gentleman talking to me, not a post-90s kid teasing me.
If I want to buy a nice cup, I hope a "designer who knows fashion" is talking to me, not a "technical expert who shows off parameters".
Shaping brand personality is effective because consumers often regard the brand as an image, a partner or a person when establishing a relationship with the brand, and even project their self-image onto the brand. The more consistent the brand personality is with the consumer's personality or expected personality, the more consumers will have preference for the brand. Advertising spokespersons and cartoon images can be used to shape brand personality.
Aaker divides brand personality into five dimensions according to people's personality characteristics: sincerity, excitement, wildness, education and ability.
Sincerity: pragmatic, honest, healthy and cheerful.
Stimulation: bold, lively, imaginative and modern.
Outdoor firmness: outdoor, sturdy
Ability: Reliable, intelligent, successful and responsible.
Educated sophistry: noble, charming, exquisite and peaceful.
The People-friendly Image of the Palace Museum
There are many choices for brand personality. There is always a brand and product that suits you, such as coldness, humor, enthusiasm, seriousness, kindness, loveliness, laziness, courage, introversion, carefulness, calmness and so on.
Brand personality setting must be based on brand values, positioning and consumer characteristics, as well as facts.
For example:
Uniqlo's brand tenet is "to provide a large number of clothes that anyone can wear at any time and anywhere at a reasonable and credible price through global unified service"
Products, provide basic products, do not pursue the trend, durable, cost-effective; Advertising reflects the daily life of ordinary people (not seeking excitement or showing off); Spokesman, Gao Yuanyuan, etc.
Please pay special attention to:
1, can't be completely divorced from brand characteristics. Educate enterprises to learn from Durex and distribute some "dirty" things.
2. A brand may have multiple personalities, such as strength and technology. But be careful: you can't conflict with each other and you can't change it every day.
Space is limited, and the remaining two steps of brand personalization "building content system" and "looking for physical sustenance" will be elaborated in detail in the next article, so please pay attention!
I'm Mu Sen. I have something to do with the brand, but nothing to do with marketing. Welcome attention.