Brand Personification
View(s):Brand personification is a powerful tool in the world of marketing and branding. By giving a brand human-like traits and characteristics, it becomes more relatable and memorable to consumers, ultimately leading to stronger brand equity.
There are many local examples that can be cited in this realm.
Ceylinco Life – The image of a father and child gazing into the future makes the Ceylinco Life brand visual distinctive. The brand’s logo has changed over time, but it has kept its essential emotive elements, making it incredibly identifiable. Ceylinco Life has preserved its distinctive identity by keeping the human and emotional elements of its brand emblem, even while rival brand logos tend to use minimalist imagery.
The logo’s concept was that, as the family’s primary provider, the father must constantly ensure the child’s future. By showing how the father holds the infant, the logo effectively and emotionally communicates this message. Since it was difficult to replicate, this logo element was eventually transformed into an artistic drawing rather than a real image of a parent and child. Nonetheless, it was carried out in a manner that did not disrupt the perceptions of current or prospective policyholders. “Just noticeable difference” is another term for this in customer behaviour. A noteworthy accomplishment from a branding perspective, it was also the first instance of brand personification in the Sri Lankan insurance sector.
Sidhalepa – This is another great example from the local context on brand personification. The image of a traditional ayurvedic doctor denotes the core values of the brand and the secret ancient recipe.
There are many examples that can be taken in the international arena as well.
KFC is one such great example for brand personification that took place long ago.
Another real-life case study of brand personification is the Amazon Alexa. By giving their smart assistant a human voice and personality, Amazon has made the Alexa brand more approachable and user-friendly. This has not only helped Amazon stand out in the competitive smart technology market but also led to increased customer engagement and loyalty.
Although there is no human-like element, just by using the voice of an AI-based human voice, the brand has been able to personify the product.
Conclusion
By personifying a brand, companies can create a distinct identity that resonates with consumers on a deeper level. This emotional connection leads to increased brand loyalty, repeat business, and positive word-of-mouth. In essence, brand personification helps to create a lasting brand equity that sets a brand apart from its competitors and fosters long-term success in the marketplace.
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