Business

Developing a Brand Personality Is a Key Component of a Marketing Strategy

Published

4 months ago

September 13, 2024

Lori Rama

Table of Contents

What is a Brand Personality?

Brand personality is the personification of a brand. It is the process of incorporating human characteristics into the branding of a business so that consumers can feel as if they relate more to it. This is both created by those who represent the brand and its characteristics, as well as the brand’s style and packaging. For example, the brand of some skincare products release packaging and television advertising with the characteristics of a delicate and kind person. On the other hand, a new clothing brand with original styles may market their brand with the human characteristics of someone who is independent, likes to stand out, and is different from other people.

The brand ‘Dove’ advertises its products with individuals from diverse backgrounds and different body types. This has led to their brand personality having characteristics of inclusion of all people and inner beauty.

The brand personality dimensions by Jennifer Aaker divides the traits and personalities of brands into 5 different groups.

Sincerity – This relates to traits such as being down to earth, honest and cheerful
Excitement – This may be daring, spirited, imaginative and up to date
Competence – This relates to being reliable, intelligent and successful
Sophistication – Being upper class and charming
Ruggedness – Characteristics such as outdoorsy and tough

Why is it So Important?

When carrying out a marketing strategy, performing market research is important for success. Giving a brand a personality can allow the business to focus on the chosen target market. Researching into the target audience’s personalities, traits and values can help build the brand personality to help appeal to the target more.

Individuals in that target market will be more likely to be drawn towards a brand that matches their traits and emotions. An exciting brand will likely attract daring or imaginative people. Knowing the kinds of people that you want to attract to your business is essential.

Brand personalities attract the target by evoking a feeling of comfort and familiarity and it makes the consumer want to be a part of the business. That’s especially important for small businesses, because that it’s the best option to hire professionals such as Bizop.org to help you start.

Incorporating into Your Marketing Strategy

There are many ways you can create a brand personality with various marketing approaches.

Using brand ambassadors or representatives

Some businesses have brand ambassadors year-round. A lot of the time these are celebrities. This is because brands want people to relate to the personalities of the ambassadors and be involved in the business, such as buying products or following their platform. Having a celebrity ambassador also creates a sense of trust in the brand. Consumers then feel as if they can buy from a business as well-known people represent it. The ambassadors often look happy and excited to be a part of the brand, so the target group also wants to feel that way also.

Gain some marketing experience

In order to gain experience in marketing and be able to produce a great brand personality, as well as actively learn how to market this in a variety of different ways, try a course in marketing. You can find a great online course in marketing here, with a brand management course which would be relevant and useful for this topic.

Incorporate the personality into the advertising

Advertising of a brand could include television adverts, social media content, billboards, and so on. You need to ensure that the advertising reflects personality. For example, you want your brand to appear sophisticated, you would, therefore, ensure the advertising is charming or upper class. This could be done by dressing the individuals presented in the article in smart and luxurious clothing or using sophisticated voices.

It is important to be consistent with the brand personality across all areas of marketing. The advertisement must match, for instance, with the packaging. Using colors and product names is a great way to do this. Some brands that give themselves a playful personality often give their products humorous names to attract those who also share those characteristics.

Advantages and Disadvantages of Brand Personalities

Advantages

They can create long time users and customers.

Building personalities into a business often creates a sense of belonging between the consumer and business. They are then more likely to continue purchasing from the business.

It makes brands easier to remember

When customers are drawn to specific brands, they are more likely to remember their products or services. They will then tell others about the brand and specifically search for that brand in the future.

Consistency of personalities means consistency of similar products

If done right, the personality of the brand will increase the consistency of the products and services. Consumers will be more likely to choose a brand if they are consistent and do not change their ideas drastically. If changed drastically, they may become uninterested or confused.

Disadvantages

Choosing the wrong personality for a brand may result in confusion

If the brand personality you are trying to portray is entirely different from the products and services provided, it can create confusion and in return a loss of potential customers. Research is key to the effectiveness of this technique.

If you narrow the target audience down too low, you may not gain enough customers

When choosing the personality, you need to ensure that it is one that broadly represents a large number of customers. It should not be too specific that it only appeals to a small number. It would be advisable to research the target first and ensure that your business will reach the right people. You may be unintentionally limiting your brand by using ambassadors which only have appeal in one country or area. Some brands use ambassadors who have a presence all over the world such as Olympic medal winners or music artists who tour worldwide.

Conclusion

Creating a brand personality is a key component of marketing that should be incorporated into a business. It is shown to increase loyal customers and create emotional responses. However, it needs to be professionally researched and conducted effectively so that it does not have the opposite effect and exclude potential customers.

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Business

5 Businesses that are Hot right now in Emerging Markets

Published

3 days ago

January 17, 2025

Lori Rama

Every business minded person is trying to invest in emerging markets now in hopes that profitable returns are gotten in the long run. While most European and American markets are grown and proven to be rewarding, they are fast becoming saturated hence the desire by many investors and even new entrepreneurs to enter emerging markets.

The businesses that would be covered on this list would be the ones that can be started with low capital because everyone knows that selling crude oil in anything country is profitable but how many people can really afford the capital and resources to start a crude oil business! The answer is very few people. This list is primarily for business minded people that would like to do business with low overhead then scale their business over a period of time. Without further ado, let’s explore our list.

Table of Contents

1. Social Media Marketing

This business is one that you can literally start from your bedroom. There’s a lot of attention right now on social media platforms like Facebook, Instagram, and YouTube. All you have to do is a take a course on how to use these platforms to promote products for sale. The next thing is to hone your skills, do some work for free to build up your portfolio and get valuable testimonials you can then use to get your first client. From there, you can grow your business through referrals and more advertising provided you get good results from your marketing.

2. Gaming Platform

Believe it or not, having a gaming platform is fast becoming lucrative in emerging markets, especially the ones in Africa. On one part, the rise in these types of platforms could be due to the want of many African youths to get rich or cash out as they say by investing so little money. This business may be controversial to many, but platforms like this one amongst many others have steadily built their business to profitability.

3. E-Commerce

This one is rather expected. Over the years, silicon valley investors have invested massive amounts into the e-commerce scene in developing countries. Although, some of the e-commerce companies aren’t successful yet, but the investors are willing to bet on the economies of these countries blossoming over the next few years. This way, they can not just make a profit but also have bigger market shares because they decided to invest early. Now, to start this type of business, you need to have a unique e-commerce idea that you can bootstrap then convince big-time investors to help scale your business to help you become competitive in the market.

4. Graphic Design

Graphic design is a very good business you can get into with low capital. What you basically need to do is get good graphic design tools and learn the basics of graphic design. There are so many small-scale businesses being started every day in emerging markets that need the services of graphic designers to help create visual brand assets and marketing materials for them.

5. Crowd farming

From the name, you can deduce that this is a derivative of crowdfunding. Crowd farming has to do with a group of people pooling together resources to invest in farm produce on a large scale then splitting the profit based on individual contribution. This is the case with platforms like Agropartnerships and Thrive Agric just to mention a few of platforms that are taking advantage of the growing interest in Crowd farming.

Business

How to Turn Your Crazy Donuts Ideas into a Business

Published

3 days ago

January 17, 2025

Lori Rama

The donut industry is growing more and more rapidly every year. With big names such as Dunkin Donut, Krispy Kreme, Winchell’s, and Tim Horton being the ones dominating a marketplace worth $16 billion. Most notable is the sponsorship between Dunkin Donuts and one of football’s most iconic names, Liverpool FC. Because of reasons like this, we can see why the donut industry is on a path to more popularity, and we can see why someone would be interested in investing in a donut business.
But how do smaller donut businesses compete with industry giants who have endless resources and several thousand donut shops under their names? Stick around as we are going to give you a few tips on how to turn your crazy donut ideas, into a successful business.

Table of Contents

1. Starting Location is Key

Opening your first donut shop is nothing like managing a whole franchise. But it’s too early to think about that. First, you need to come up with a good idea for your location. Do you plan on opening your first donut shop near the main street, where you can catch the eye of casual by-passers, or maybe a strip mall location would better suit you. A key strategy in selling donuts is to always have them on display on a large counter area where customers can see the goodness you’re selling.
Another popular option is food trucks or donut trucks. Selling your donuts from a food truck feels modern, but also classic, and that just might be the niche that works for you best.

2. Keep Working, When Not Working

Your donut shop will always have slow periods during the day. During these slow periods, you can brainstorm ideas on how to increase revenue. During the morning you can add a special price on coffee, or offer a free donut with every coffee purchased. You can also offer catering services for birthday parties, weddings, and corporate or non-corporate events where you can cater to them donuts or cakes, or donut cakes!

3. Figure Out a Solid Business Plan

Having a solid business plan is key for the survival of your business. Choosing to ignore this step will cost your business greatly. By having a business plan in place, you can turn your donut shop into a successful business. With a plan in motion, you can sell others your vision, whether that’s a loan officer or an investor… or maybe a friend who likes to help you out.
Your business plan should start with your executive summary, which is a brief description of what you’re trying to do. Follow that up with a finer description of your business idea that will detail all the areas where your donut shop will be a hit. Marketing is very important, so make sure to include how you’re planning on marketing your business, and how much money you’re planning to allocate in that field. One more thing that will greatly increase your chances of survival is identifying how you can solve some problems that are related to other donut shops or the donut industry in general. You have to have something unique about your donut shop, so brainstorm ideas on what will make you better than the rest.

Business

How To Boost Your YouTube Subscribers And Views Number Fast

Published

3 days ago

January 17, 2025

Lori Rama

As you might already know to be a professional YouTuber can be quite a lucrative hobby, and channels with millions as well as hundreds of thousands of YouTube followers earn more than enough to support their living style and families. The way you earn money on YouTube is through ad monetization as well as promoted and sponsored videos. Of course, in order to be able to live on YouTube, you need to have a large group of people following you that will then see the ads.

And though YouTube might seem like a fun thing to do it isn’t easy at all and you need to be pretty consistent and patient in order to be successful. Saying this, getting YouTube views and subscribers can be pretty hard at first, and you need to have a bit of lack and put in a lot of hard work in order for it to happen. Still, there are some tips on how to get a lot of views on YouTube and the main one is to post things that might be interesting to a wider audience, and try to make it viral.

Let’s take a look at certain tips on how to have a more popular YouTube channel!

Table of Contents

Tips On Getting Youtube Views And Subscribers

1. Although you can find a lot of articles on how to get subscribers and views fast most of those are just a YouTube glitch and don’t actually give you persistent and real followers. Instead of trying to trick the system your best bet is to go ahead and start promoting your content. Do it through social media, ask your friends to share and why not visit multiple forums and post your work! Very soon after you will be getting much bigger traffic and enjoy the popularity!

2. Figure out a publishing schedule and stick to it. Saying this if you say news videos will be every Tuesday and Friday don’t miss out of any, and you will get a devoted and large group of followers that are eagerly waiting. This way you will show people that you are serious about what you do and that subscribing is a worth it option.

3. So, along with that, you should start delivering more at the beginning of your videos. This will attract more views as well as subscribers to your channel. Use the first 8 seconds to hook people to it and deliver the core of your video straight from the start.

4. Use Pinterest to your advantage. Asking someone to create a picture of your best YouTube videos, and investing in ads on Pinterest will bring you quite a few people and views in a matter of days.

5. People are interested in reading Amazon Reviews so use that to your advantage and add the name of your YouTube channel at the end of your review. And along with that try to expand your social media promotion and reachability to Facebook, Instagram, Twitter, etc.

6. Also, when it comes to how to get subscribers on YouTube fast, you should start using the power of a good title. By creating an attractive and searchable title chances are your video will be easier to find and thus the number of subscribers and views will constantly grow.

7. And last but not least translate some of your most popular videos. Do it by yourself or hire an agency. This way you will be opening the door to an international subscriber audience!

Summary

YouTube profession is the one of future, and if you enjoy recording things, then it might be just the right for you. Still, it is important to be consistent and innovative in order to succeed. Doing this you will be able to increase the number of views, and subscribers fast, and enjoy all the benefits of YouTube popularity!