Personification is an art and a marketeer an artist.
The journey of personifying brands evolves from the core understanding of your consumer and your product. In order to understand the same I studied 30 brands and their key iconic campaigns, the intention was to find the core ideology behind creating a character representing the brand.
In the ever-evolving world of marketing and advertising, creating a brand persona has proven to be a powerful strategy for establishing a deeper connection with consumers. This connection is often achieved through the creation of memorable characters, mascots, or campaigns. Let's delve into the parameters that brands focus on when deciding to personify their image. We'll also examine iconic brand campaigns that have mastered the art of personification.
Following are some of the key brands that I looked into, the image will give you a snapshot of some of the iconic personification's done by brands:
Now let us try and understand what were the core attributes present in them, and try to answer what makes them so memorable?
1. Clarity and Relatability
One of the key parameters when personifying a brand is the clarity and relatability of the character or campaign. The Apple "Get a Mac" campaign is a brilliant example. The characters in this campaign, Justin Long as a Mac and John Hodgman as a PC, were clear and instantly relatable. The personification highlighted the contrast between the two operating systems, emphasizing the Mac's simplicity and reliability. The clarity and relatability of these characters made it easy for consumers to understand the brand's core message.
2. Personality and Humor
The M&M's campaign featuring the Red and Yellow M&Ms is a testament to the importance of personality and humor. The Red M&M is often portrayed as the "cool" one, while the Yellow M&M is the more anxious character. These distinct personalities, combined with the playful banter between them, add humor to the brand, making it more memorable. The combination of humor and unique personalities helps to establish a strong brand image that consumers connect with on an emotional level.
3. Endurance and Recognition
Brand campaigns that endure over time become synonymous with the brand itself. The Michelin Man, also known as Bibendum, is a perfect example of this. The Michelin Man has been the brand mascot for the Michelin tire company since the late 19th century. His friendly and approachable appearance conveys the brand's commitment to safety. The enduring presence of the Michelin Man has made him an instantly recognizable symbol of quality and safety, reinforcing the brand's image.
4. Relevance and Creativity
Relevance and creativity are vital parameters when personifying a brand. Capri Sun's "Respect the Pouch" campaign introduces an unexpected character: a talking pouch. This character embodies the brand's central message of preserving the drink's flavor and quality by treating the pouch with care. The creativity of using a talking pouch is both memorable and relevant, as it directly ties into the brand's core message.
5. Uniqueness and Consistency
The Geico Gecko is a character that exudes uniqueness and consistency. A British gecko representing an insurance company is a memorable and unexpected choice. The Gecko's charm and witty humor engage consumers, making insurance-related topics more approachable. This character consistently maintains its traits throughout various ads, ensuring that consumers always associate the Gecko with the Geico brand.
6. Message Reinforcement
Some brand personifications aim to reinforce the core message of the brand. For example, Kellogg's Frosted Flakes uses the iconic Tony the Tiger character to communicate the brand's message that their cereal is "Gr-r-reat!" The character's enthusiasm and catchphrase reinforce the idea of a delicious and enjoyable breakfast.
7. Cultural and Historical Context
The Quaker Oats Man is an example of a character deeply rooted in cultural and historical context. The Quaker Oats Man is based on the traditional image of a Quaker, reflecting the brand's origins and the values of simplicity, integrity, and quality. This historical context adds depth to the character and the brand itself.
8. Engaging Catchphrases
Catchphrases can be powerful tools for brand personification. Kool-Aid's "Oh Yeah!" and Pringles' "Once You Pop, You Can't Stop" are memorable and engaging catchphrases that stick with consumers. These catchphrases become synonymous with the brand, reinforcing the character's image and the brand's message.
In conclusion, brand personification is a highly effective strategy for building strong connections with consumers. The success of iconic campaigns such as Apple's "Get a Mac," M&M's Red and Yellow, and Michelin's Michelin Man rests on various parameters, including clarity, relatability, personality, humor, endurance, recognition, relevance, creativity, uniqueness, consistency, message reinforcement, cultural and historical context, and engaging catchphrases. By carefully considering these parameters, brands can create lasting and memorable characters or campaigns that resonate with their target audience, establishing a brand image that endures through the years.
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