01 What is brand personality?
Regarding the concept of "brand personalization", there is no definitive conclusion in the marketing industry. It is the vocabulary of the new era of mobile Internet. Here I quote a relatively easy-to-understand explanation: through personalization, the consumer's perception of the various characteristics of the product or service is transformed into a human character.
"People are personal, brands have individuality; people have ideas, brands have connotations; people have faces, brands have images; people have diseases, brands have crises, and physical examinations are needed."
To initially identify the relationship between existing brands and personality, it is recommended to refer to Margaret Mark and Carlo S. Pearson's "Brand Prototype". The book states that a long-lived brand with vitality is a prototype of personality. .
According to the four human sexual motives "stable VS conquest; attribution VS independence", the brand prototype is divided into 12 kinds (stability: creator, caregiver, ruler; attribution: ordinary folk, lover, jester; conquer: hero, rebel, Master; Independence: innocent, explorer, wise), for example, Chanel's brand prototype is a lover, Red Bull is an explorer, and Apple is a magician.
The purpose of the brand prototype is to find a reference fulcrum in the process of personalization, when it comes to brand values and beliefs. However, setting values and beliefs only for brands is far from enough in the process of brand personalization, and there are many other connotations in personification.
02 Why do you want to personalize the brand?
I will use a sketch to illustrate the positional relationship of brands, merchants, and consumers across the entire marketing chain:
The ultimate goal of a single business/merchant is to provide consumers with products or services for continued profitability (Process C). In an exclusive monopoly market, the process is unimpeded and does not require brand involvement. But in reality, there will be businesses 2, 3, 4... that can meet the same needs of consumers, especially in the new media era, the intensification of information circulation (introducing more competitors), making process C more efficient. reduce.
Quotes and dishes are mentioned in the 2017 New Media Development Forecast: not social, no media; content without social attributes can hardly be spread and exchanged. Social networking with consumers is the most efficient way for companies to persuade consumers to buy their own products and services in the new media era (of course, companies will choose the simplest and most rude price cuts or better and lower prices). The efficiency of Process C is improved.
How can we create social links between businesses and consumers, and generate social kinetic energy from time to time?
Businesses have no feelings about consumers. Consumers don't have strong social interaction with your business because of a corporate symbol or logo. People are social life, social objects are "people" and not "things", you will not speak to your pillow products and look forward to its reply.
By designing the marketing process (A+B+D) to create a brand with personality and personality to become the “he” that consumers are willing to communicate with, the brand “personalization” is the most suitable for human social interaction. The brand continues to interact with consumers in the form of “people”, allowing consumers to pay a higher premium to buy your products and services (brand premium).
This also explains why some of the industry's big business brands are easier to break out than ordinary people's operations. In addition to resource endowments, more individual brands give empowerment to corporate brands (such as Luo Ji thinking, Wu Xiaobo channel, Net Hongtao brand). The corporate brands they create are based on personal brands, and they naturally have social attributes that are extremely easy to get consumers to like.
The essence of brand personality formation is “people”, so it is very important to study “personal design” first. The creation of the “personal design” on the left side of the figure can be achieved through six dimensions, which correspond to the six dimensions of the personalization process of the right brand. This is collectively referred to as “the six anchors of personality (visual, language, value, personality, credit, communication). ".