As designers you have to know that a brand is a set of attributes, both tangible and intangible. These attributes, worked correctly, add value to the companies that have them. The brand provides identity and personality to a product or brand.
Some of the attributes that are given to the brand are better understood by giving them human values, that is, we personify the brand so that it is recognized. These values can be, for example, innovation, modernity, security, closeness, etc.
In this post, we are going to talk to you about the brand personification, why it works and we will see different examples to fully understand it.
Understanding what brand personification is
The personification resource, pursues the objective of humanizing a brand through attributes and personality. One of the aspects that must be taken into account is that on many occasions, these brands are associated with the image of real or imaginary people, famous or from the street, or even with animals or animated characters.
A clear example of personalization is that of the company Línea Directa, in which Matias Prats It works as an advertising resource. Also, the same thing happens with actor George Clooney and Nespresso. Relying on a famous person to advertise a product is no longer just an advertising resource, but can also be considered a personification of the advertised brand.
As we have commented, it is not necessary that the person who fulfills that claim function has to be flesh and blood. That is, we see it clearly with the virtual assistant, Alexa.
How to apply the value of personification to a brand
A brand consists of a set of attributes that add value and identity to the company behind that corporate image. It is the differentiating element in the market.
We as people have used personification as a means to understand the world in which we live. When we refer to brands, they work the same, they are attributed characteristics or values that make them more desirable, closer, human, etc.
When searching for attributes for the brands we are working with, the emotional component is being enhanced, which will help us connect with the public.
Before starting with the personification strategy phase, you have to ask yourself different questions to work correctly.
We are surrounded by countless brands, and each of them is different, both in design and in values, not all of them are interested in connecting with the same public. There are products and brands that do not believe this popularization is necessary.
An important point that we have to keep in mind is know what the main objective will be when you start working on the personification process. What do we want to achieve, what path will give us the best result. The strategy that is followed with the brand must be consistent.
When we are clear about the personification strategy that we are going to follow, the next thing is define the uses, that is, at what times and for what purpose that personification will appear.
Following the personification strategy can lead you to connect the brand you work with with the public in a faster way, by showing that created personality. There are many brands worldwide that use this resource to create engagement and also boost their sales.
Some examples of branding
Mr Clean
We all know the Mr. Clean character, created by Linwood Burton, a businessman in the cleaning sector. In 1958, he sold his product to the Procter & Gamble company, which led to it becoming the best-selling liquid detergent, as well as being the first to use a plastic container.
The character of Mr. Clean works as the personification of the brand of cleaning products. In his beginnings he was a sailor, but he evolved to become a cleaning genius. A character characterized by an earring, muscular with his arms crossed, and with the gift of magically appearing in homes at the most opportune moment.
Michelin doll
This animated character created from tires is over 100 years old, and is the representative image of the Michelin brand. Not only is it an animated character, but several professionals from the graphic world, magazines and automotive journalists chose it as a logo in the XNUMXth century. To this day, he remains one of the clearest and most recognizable examples of personification.
M&M's Chocolates
We all know the sweet snacks covered in colored chocolate from this brand. The brand, with the strategy of bringing these characters to life, has managed to make the consumer connect every time they see them in different audiovisual media.
Who can forget these funny characters that make us have fun with each of their adventures.
Tracker
This list could not miss one of the brands that we have all seen on television for many years. This brand has gained recognition thanks to showing a dog in its campaigns. Thanks to the use of this animal, the brand gives a fun image.
Bimbo
Bimbo's bear is another clear example of the use of personification in advertising. The first time Bimbo was known was in 1945. The little bear that we all know was created by Jaime Jorba as the image of the company.
Duracell bunny
The Duracell battery rabbit is another example of this technique in advertising, we all know that they last and last. Every time the pet appears, the battery brand becomes closer and more real. It has become an icon of the brand, which many of us have not been accompanying for years.
Nespresso
Never have coffee capsules been so elegant and sophisticated. Nespresso with the image of Geoge Clooney, has managed to get many people to attribute these qualities to the coffee capsules for their machines.
In short, there are many brands that would continue on this list, such as Popitas, Conguitos, Kellogs, etc. The personification technique allows a brand to find a greater connection and relationship with the viewers. By assigning them human values, their identification is easier.