In a cluttered metaverse of superheroes, why do we love Tony Stark, or Deadpool so much? Why do they stand out and make us buy another ticket, or another item of merch? It’s got to be more than the cool stuff they get to do or the drop-dead killer wise cracks delivered to every villain. Could it be the fact that they have something far more engaging to movie-going ticket buyers than slick moves and fancy suits? They do: it’s called real personality –  and it comes in spades. It also just might be the real answer, or secret superpower, to helping your brand stand out, fly high and win. Here’s how.

Why brand personality?

Marketers have the same basic problem as Hollywood producers pedaling yet another superhero flick. On crowded shelves and mobile screens many brands look the same to consumers from the packaging to what comes out of the box. But a great back story – or, in other words, a brand narrative that adds personality – can change perceptions quickly. It’s the secret sauce that helps your brand resonate with consumers, forge critical connections that build loyalty and, in short, it might be your only differentiator in a brand washed marketplace. But how does brand personality work?

Using personality to break free from commodity

The term "commodity" is often whispered with disdain in the business world, conjuring images of indistinguishable products and services where the only differentiator is a slight variation in how the product or package looks, or a break in pricing for the buyer. But developing and spotlighting a unique brand personality, helps transcend the confines of commoditization, becoming a distinct and stand out must-have item that captivates consumers and then inspires them to buy. And buy into the brand.

Brands like Trolli, Liquid Death and Allstate insurance have mastered the infusion of personality into their brand identities. With different executions they all make us stop, notice and either smile or nod.

Trolli's quirky and playful persona appeals to the inner child in all of us, while Liquid Death's edgy and unconventional vibe challenges traditional beverage marketing norms. The actor Dean Winter’s long-running stint as the character Mayhem personifies the real world disasters that can and do happen, and demand insurance coverage. It’s a quintessential example of exceptionally well done, personality marketing that has given Allstate, which for all intents and purposes, is just another insurance company, its storyline that has ran over 116 TV commercials.

Develop brand personality by understanding archetype

To unleash the full potential of your brand's personality, it's essential to first understand its archetype. Carl Jung, the renowned psychologist, decoded human behavior by defining twelve archetypes that are blueprints for personality traits and behaviors. By identifying your brand's archetype, you can lock in your personality, paving the way for a super defined sense of self. Once that’s known, you can now look and speak in a way that will resonate more powerfully with your consumers through narratives that speak more directly and personally to them. It's crucial, though, to approach archetypes with real caution, as there is a lot of misinformation and confusing advice circulating online. Seek guidance from reputable sources and experts to ensure you accurately capture and leverage the essence of your brand's archetype. There is only one way and one opportunity to get it right.

Craft a more compelling brand story

Next up: it’s time to craft a compelling brand story that will bring your brand personality to life. A well-conceived and developed brand story should be authentic, consistent, and emotionally resonant with audiences. That requires weaving together well defined brand values, your mission, and unique selling proposition into a narrative designed specifically to captivate and then inspire consumers because of their own lifestyle preferences, behaviors and interests.

Infuse your brand's personality into every consumer touchpoint, from your visual identity on packaging, merchandise, and media executions across every consumer engagement. If your brand voice is fun, irreverent and witty, that should be easy for a consumer to understand from how your logo looks to the way brand community managers. When Wendy’s consumer Carter Wilkerson famously tweeted: “@Wendys how many retweets for a year of free nuggets?” Wendy’s responded playfully “18 million”. The interaction, which could have produced a bland corporate response, ended up fueling the viral #NuggsForCarter campaign, generating untold media coverage and consumer-generated brand love for the burger chain.

Embrace authenticity and adaptability

In pursuing personality, it's essential to remain authentic to your brand's core values and identity. Attempting to mimic or imitate the personalities of successful brands – or movements – can backfire badly, as audiences quickly recognize inauthenticity. In 2017 when Pepsi launched an ad featuring Kendall Jenner in a protest march to promote peace, love and unity, the public outcry silenced the effort. The move was seen as a poorly executed attempt to capitalize on the currency of real movements like Black Lives Matter. Instead of copying or co-opting what has worked, look to your brand’s uniqueness for genuine personality.

As you do that,  be prepared to adapt and evolve your brand's personality as your audience's preferences and the market landscape shift. Gen Z consumers particularly value authenticity highly but are quick to change allegiances and preferences. Understand personality is not a static construct; it should be dynamic and responsive to changing trends and customer needs while remaining true to your brand's essence.‍

Let’s look at an example: Liquid Death

In 2019 Liquid Death disrupted the bottled water market by fearlessly embracing a bold, anti-corporate personality that resonated with younger consumers. Using the Outlaw Archetype, they set out to break rules, challenge the status quo, and overturn what isn’t working. Embracing “metal” as an aesthetic complete with tattoo-like art, highlighted their environmental stance against plastic. And campaigns like the brand’s fake infomercial “Liquid Death Country Club” struck an irreverent anti-establishment tone for legions of new, young brand fans.

Through its branding, marketing, and company values, Liquid Death carved out a unique position and has continued to attract a passionate following.

How they did it:

• Edgy, heavy metal-inspired branding and packaging resembling beer cans
• Marketing leveraging shock value, dark humor, and viral, shareable content
• Cultivating a passionate fan base through user-generated content and community building
• Aligning its rebellious persona with sustainability and environmental causes
• Challenging industry giants by infusing personality into a commoditized product category

The takeaway

Personality is indeed a  superpower that can elevate your brand from commodity to captivating, unforgettable experience. By embracing your brand's archetype, crafting a compelling brand story, and infusing personality into every touchpoint, you can stand out and forge lasting emotional connections with your audience. All of which, ultimately, is going to help you stick the (superhero) landing.

Jason Strong - Executive Creative Director