{"id":2972,"date":"2018-03-09T11:05:27","date_gmt":"2018-03-09T03:05:27","guid":{"rendered":"https:\/\/www.brand360.com.my\/?p=2972"},"modified":"2021-03-23T17:04:42","modified_gmt":"2021-03-23T09:04:42","slug":"embodying-brand-personality-to-your-brand","status":"publish","type":"post","link":"https:\/\/www.brand360.com.my\/chinese\/brand-story\/embodying-brand-personality-to-your-brand\/","title":{"rendered":"Embodying a Brand Personality to Your Brand"},"content":{"rendered":"

Embodying a Brand Personality to Your Brand<\/h1>\n

\"brand-personality\"<\/p>\n

Have you ever wondered how marketers come out with successful (or at times unsuccessful) mascots or advertisements?<\/h5>\n

Chocolate confectionery M&M\u2019s has anthropomorphic M&M\u2019s chocolate candies as their mascot, complete with gloved hands and feet. They would usually appear in packaging, launches and events, and comical commercials that often poke humour and fun to the audience.<\/p>\n

Mascots are one of the manifestations of brand personality. Brand Personality is human attributes that is given to a brand. It is broader and more applicable in many ways that you can project your brand personality into your store, flyers, websites, to endorsements and packaging.<\/p>\n

But why should you need to have a brand personality?<\/p>\n

Brand personality is important because humans relate easier with emotions than with facts or other stimulus. Most humans have the innate ability to emphathise and feel emotions.<\/p>\n

Embodying a personality<\/u><\/a> into your brand would therefore create an avenue where your target customers can relate and understand your brand better in terms of differentiation. In an industry where buyers are spoiled with choices, your brand personality can accentuate your uniqueness and even stand out from the rest.<\/p>\n

There are a lot of personality theories out there. What we usually use is the 12 Brand Archetypes model. It list out 12 categories of archetypes, each with different characteristics and habits.<\/p>\n

Come again, arche…what?<\/p>\n

Archetypes are universal patterns and images derived from the collective unconscious. It was developed by psychologist Carl Jung<\/u><\/a> in the early 1900\u2019s with the purpose of understanding human personality through categorisation of common patterns such as fear, motivation, and core desires.<\/p>\n

What you need to know about archetypes is that it can be embodied into your brand to give some character and depth. Let\u2019s look at what they all are;<\/p>\n