Why Personality Is Key to Your Brand Experiences

When designing an event or exhibition, strong personality should be a top priority

Brand Personality

Brand experiences and exhibition services allow customers to form a deeper connection to your business and its products or services. However, while the quality of those products or services has an influence, the main reason customers are able to form this connection is because your brand has a personality.

In much the same way that people's personalities are made up of a number of different aspects, various things contribute towards a brand's personality, from advertising and slogans, to values and aspirations. So why is personality such an integral part of your brand experiences?

Typical Brand Personality Traits

Generally, people form close connections to brands that match their personality. Therefore, it is important to try and understand key personality types. According to Andy Marshall, writing for Brand Quarterly, the big five personality traits for human beings are as follows, with each of the five representing a sliding scale:

Closedness to Openness
Lack of Direction to Conscientiousness
Introversion to Extroversion
Antagonism to Agreeableness
Neuroticism to Emotional Stability

Meanwhile, in the Journal of Marketing Research, Jennifer L. Aaker identified the following five brand personality traits, allowing each brand's personality to be measured against them:

Sincerity -- Honest, genuine
Excitement -- Daring, imaginative
Competence -- Reliable, efficient
Sophistication -- Glamorous, romantic
Ruggedness -- Tough, strong

Looking at the two lists, it is easy to see how a person can form a personality match with a brand. For example, a person who scores highly for openness is likely to be drawn to brands that score highly for sincerity. A person who scores highly for extroversion may be drawn to brands that score highly on excitement.

Brand Personality Examples

One of the best ways to understand the importance of brand personality is to think about some of the best-known brands in the world and identify which common personality traits they exhibit. Rolex, for example, would score highly on competence and sophistication. Apple, on the other hand, would score highly for excitement and sophistication.

People with the same traits -- or who want to have the same traits -- are then drawn to those brands.

"Look at Chanel perfume," writes Aaron Agius in Louder.Online. "The brand uses a lot of celebrity images -- often, these are actors known for their talent as well as their beauty. All of Chanel's branding is designed to appear cultured, rich, and sexy [which] draws in customers who want to develop these qualities."

Now imagine that you were attending a brand experience offered by these same companies. Think about the type of exhibition services you would expect them to offer. What would their stands look like? What messages would they convey? How would their employees dress? In all cases, it would likely match their brand personality.

Injecting Personality Into Brand Experiences

With a clearer understanding of the importance of personality, it is important to work with an event company or exhibition design team and make sure your own brand personality is conveyed during experiential marketing. When this is achieved, those who attend your events will be able to truly experience your brand and become closer to it.

"The choices we make are a lot to do with personality," writes Andy Marshall in Brand Quarterly. "But we have to acknowledge that we can't please all of the people all of the time. The important thing is to understand the target audience and which brand personality appeals to them."

For instance, if you are targeting open, conscientious customers, try to convey a brand personality based on sincerity and competence. Working with an event company, ensure your experiential marketing campaigns convey these idea -- perhaps by laying your cards on the table and allowing attendees to try your products out.

Reno Macri is a founder and director of a leading exhibition and event company Enigma Visual Solutions, specialising in retail designs, interiors, graphic productions, signage systems, office refurbishment, event branding, exhibition services, and much more. He specialises in experiential marketing and event productions. He enjoys sharing his thoughts on upcoming marketing ideas and design trends. Feel free to follow him on Twitter.