The Marriage of Brand Personality and Consumer Personas

There is no better example of brand personality married to consumer persona than the Apple ads that personified a PC and a Mac. Today, marrying brand personality with consumer personas is critical to create and sustain an association that supports buying decisions.

There is no better example of brand personality married to consumer persona than the Apple ads that personified a PC and a Mac. Today, marrying brand personality with consumer personas is critical to create and sustain an association that supports buying decisions.

Consumers choose brands as a form of self-expression so it is important for a brand’s personality to match its consumer persona.

It the past, buying decisions were heavily influenced by location and price. You bought groceries, shopped for clothes and dined out at establishments that were nearby and offered good prices.

In the world of digital commerce, buying decisions have more to do with convenience, value and brand personality. Purchases can be made online and shipped to your door. Products are judged by their value, not just their price. Increasingly, consumers prefer to buy brands with compatible personalities.

Marketer Angela Hausman writes that contemporary consumers gravitate to brands with characteristics common to them. “Basically, consumers think about brands,” she explained, “the same way they think about their friends, celebrities, coworkers and public figures.” That is, as an extension of themselves.

Brands today market, you might say, to their respective tribes. One of the best examples of brand personality tribal identification is the series of Apple ads from a few years ago. The Mac was represented by a casual, hip-looking young guy, while the PC was cast as an older, stodgy guy in an ill-fitting suit. The point of the ads wasn’t to say which computer was better, but which computer “looked” more like Apple’s target consumer persona.

As consumer expectations of corporations and brands have expanded, many companies use marketing to strengthen their association with consumers. Anheuser-Busch paid for an ad during the last Super Bowl showing how it converted beer production lines to produce 3 million cans of water for emergency relief efforts in Texas, Louisiana, Puerto Rico and California. Other beverage producers stepped up, too, and Procter & Gamble sent a laundry truck to hard-stricken areas so people could get their clothes cleaned at no charge.

Brand archetypes have been created to express the universe of brand personalities, ranging from conscientious to neurotic and dreamer to seductress. While these archetypes have merit, they fall short of capturing the specifics of a brand’s actual consumer persona. A consumer may buy a can of soup with less sodium because it is healthier or because it comes in a container that can be heated in the office microwave. The soup company should know whether its consumer persona is primarily making a healthy choice or a choice of convenience – or whether they are too lazy to choose something else to eat.

Consumer personas are the most reliable for marketing purposes when they are based on actual consumer contact.  Even though it doesn’t take a magnifying glass to see loads of families go to Disneyland, it is still useful for Disney officials to find out what prompts family trips at specific times to the Happiest Place on Earth.

As we are continuing to discover, social media platforms have become gold mines of personal information that help marketers to track psychographic patterns. Demographics identify who your consumer is; psychographics explain why they buy your product by assembling a picture, sometimes literally, of their attitudes and aspirations. Brands covet that information to direct their marketing – and adjust their brand personalities.

Consumer personas can evolve over time or as a result of technology changes. Women who once loved to shop in their favorite department store now prefer to find what they want online. Instead of using mannequins, stores need to display their apparel on models and in settings that resonate with their target consumer personas. They also need to project an appealing vibe. It’s as if the new challenge is to make consumers want to dress up in your brand personality.

Try as they might, brands can invent their personalities out of whole cloth. Their sense of personality is shared with their consumers. You may see your brand as bright and peppy, but consumers may view it as dull and wimpy. Cadillac has had this problem for years, pushing out cars to compete with German luxury models, but bogged down by a reputation of a living room on four wheels. If brand personalities don’t match with consumer personas, you have a problem.

In previous posts, we’ve encourage companies to picture their consumer (or client) personas, listing their key characteristics and the associations they value. This post urges companies to go further and see if their brand personalities align with their consumer personas. If not, why not? If there is alignment, what do you need to do to maintain the attraction between what your consumers want and what you offer?

Even if there is alignment, what will you need to do to sustain a relationship that extends past location, price, convenience and value to something more basic – do your consumers want to be associated with you. It is not a trivial question. But it can be an energizing one that helps a brand stay fresh, relevant and desired.

Surprising Impact of Surprise and Delight Marketing

Apple’s use of Maya Angelou’s “Human Family” poem in a TV ad to mark the opening of the 2016 Rio Olympics is an example of how to capture attention through the use of surprise and delight in marketing.

Apple’s use of Maya Angelou’s “Human Family” poem in a TV ad to mark the opening of the 2016 Rio Olympics is an example of how to capture attention through the use of surprise and delight in marketing.

Poetry plays a paltry role in advertising. So when a great poem features in an ad, it has a huge impact.

Apple is airing a 60-second TV spot with the late Maya Angelou reading her Human Family over a series of engrossing photos of people from around the world shot on iPhones. The ad debuted during the opening ceremony of the 2016 Rio Olympics, positioning Apple as an essential part of the human family.

Poems don’t work because of rhymes or clever cadence. They work because they are surprise content. They are so different than the norm, they captivate attention. If the poem or surprise content is good, the listeners keep listening and watching.

People like surprises. Studies prove it. And as much as advertisers obsess over the numbers of impressions an ad gets, a well-timed surprise can have as much or more impact.

The element of surprise doesn’t have to be of the jumping-out-of-the-cake variety. It can just be different or out of ordinary, like a poem.

Often, visual effects can surprise and delight an audience. Wieden + Kennedy’s ongoing series of ads for Old Spice relied on surprise elements from Terry Crews impersonating beard stubble to Mr. Wolfdog as director of marketing to Isaiah Mustafa on the beach showing how to smell like a man. The ads mostly appeared on Old Spice’s YouTube Channel, racking up nearly 100 million views. Instead of young adults bypassing commercials, they couldn’t wait to see and share these ads.

Surprise announcements can have an impact. MasterCard has a “Priceless Surprises” campaign that involves giving its  followers on social media gifts and prizes, such as a meet-up with Justin Timberlake or VIP tickets to the Grammy Awards. The campaign turned into an app that brings the credit card company even closer to its users through the use of surprise. The campaign and the app have resulted in greater brand loyalty and a barrage of positive online comments.

Apple, Old Spice and MasterCard can afford top-flight creative talent to produce surprising content and campaigns. So it’s important to note that surprise and delight doesn’t have to be a high-priced option. The auto mechanic who sends a thank you note, the vendor who unquestionably replaces a product and the sales rep who places a follow-up call to make you you successfully assembled a piece of furniture are examples of surprise and delight marketing.

The heart of surprise and delight marketing is making an emotional connection that instills loyalty. Kleenex took note that many of the status updates by its Facebook followers said they were sick. The company tracked down the actual addresses of 50 customers with colds and sent them a get-well basket of Kleenex products. Most of the surprised recipients took selfies with their surprise gifts and posted them on Facebook, attracting thousands of views.

The Apple commercial featuring an excerpt from Angelou’s well known poem was beautifully produced and deeply affecting. But in the end the ad was just a poem and photos taken on iPhones. Surprising people is less about money than imagination.

Human Family
I note the obvious differences
in the human family.
Some of us are serious,
some thrive on comedy.
Some declare their lives are lived
as true profundity,
and others claim they really live
the real reality.
The variety of our skin tones
can confuse, bemuse, delight,
brown and pink and beige and purple,
tan and blue and white.
I've sailed upon the seven seas
and stopped in every land,
I've seen the wonders of the world
not yet one common man.
I know ten thousand women
called Jane and Mary Jane,
but I've not seen any two
who really were the same.
Mirror twins are different
although their features jibe,
and lovers think quite different thoughts
while lying side by side.
We love and lose in China,
we weep on England's moors,
and laugh and moan in Guinea,
and thrive on Spanish shores.
We seek success in Finland,
are born and die in Maine.
In minor ways we differ,
in major we're the same.
I note the obvious differences
between each sort and type,
but we are more alike, my friends,
than we are unalike.
We are more alike, my friends,
than we are unalike.
We are more alike, my friends,
than we are unalike.

The Face of News Media Keeps Changing

Newspapers continue to decline while more readers get their news via mobile devices, which has pulled advertisers into new platforms and still-emerging forms of advertising content.

Newspapers continue to decline while more readers get their news via mobile devices, which has pulled advertisers into new platforms and still-emerging forms of advertising content.

We may be trading dominance by communications conglomerates for dominance by a handful of gargantuan technology companies that are emerging as prime arbiters of our news feeds.

Given the recent flap over Facebook’s censorship of certain trending news, that could be a growing concern, rivaling worries over the likes of Rupert Murdoch’s influence over what is considered news.

It is no secret that newspaper circulation has continued to dive as many print publications have struggled to cash in on their digital siblings. But it has gone relatively unnoticed that eyeballs tracking the news have shifted so dramatically to Google, Facebook, Yahoo, Microsoft and Twitter – with $40 billion in digital advertising trailing along.

Microsoft’s $26 billion purchase of LinkedIn puts it alongside Google, Facebook and Apple as digital platforms intent on creating bubbles that users never have to leave to do their work, share information, network with friends or potential employers, be entertained and view the news.

According to the Pew Research Center's 2016 State of the News Media report, 2015 was the worst year for newspapers since the Great Recession. Circulation dropped 7 percent, advertising fell 8 percent and newsroom staffing shrunk 10 percent.

Michael Barthel, a Pew research associate focusing on journalism research, speculated, “Coming amid a wave of consolidation, this accelerating decline suggests the industry may be past its point of no return."

Meanwhile, TV and cable news operations held their own, thanks in part to a long and lively presidential primary season with lots of candidates and SuperPacs. News podcasting and live streaming are experiencing audience growth, but not revenue growth. If there is good news, they also are not cannibalizing traditional radio listenership and revenues, Barthel says.

Mobile devices are gobbling up audience attention and attracting more ad bucks -- and Google and Facebook are raking in the lion's share. The transition is more rapid than some may realize, with mobile advertising now outpacing advertising geared for desktop devices.

The question begged by the mounds of data in the Pew media report is “So, what does it all mean?” For one, it’s clear people appear more, not less interested in the news. They are shifting where they get their news, which is pulling advertising to new places and creating a demand for different types of advertising. But there is no promise current trends will persist. They may just be dog legs to the left on a course that is inexorably going into a water hazard on the right.

It seems obvious there is increased channel segmentation and a sharp divide in the news viewing habits of younger and older adults. But where does that lead? In an age of videos and visuals, why are audio-only communications picking up steam?  Will cable TV news retains its appeal after the November election? Would TV networks and stations have benefited as much by a more traditional contest such as Hillary Clinton versus a candidate like John Kasich?

Local TV stations have been buoyed by the buzz and business bump of morning TV shows, which feed into national news TV shows. Even evening TV news shows, which have been stretched over a range of “getting home” times, are prospering or at least holding their own. But how is this sustainable when younger adults no longer tune into traditional TV?

Media trends have a remarkable ability to mirror general societal trends. They show, as Pew reports, that people still thirst for news, but are willing to gravitate to different platforms and non-traditional sources to find it. Apple and Yahoo aren’t permanent emplacements. They can be as temporary as yesteryear must-sees, such as “Laugh In” and “Dallas.”

One thing is clear. In times past, all people could do is complain about the faults of their local newspaper or the bias of TV networks. But there is a lot more to fret about today when it comes to the news.

Users Become the Brand

A 60-second TV ad centers on parenthood and Apple's iPhone5s, the constant companion to monitor a child in a crib, show a toddler how to brush teeth and find a stray dog. It is an example of users becoming the brand.

The ad doesn't show off spiffy features of the smartphone; it showcases how users use it. The ad leaves parents wondering how they could live without an iPhone, not how much it costs.

This isn't a new concept for Apple, which has devoted more of its marketing mojo to benefits than features. But this ad goes further. It is a primer on how people use the iPhone. It is an ad chocked full of content, not claims.

Content marketing is already an established thrust online.  But it almost seems foreign to the basic idea and execution of TV advertising. 

As content-driven strategies have gained strength, advertising has been relegated to brand reinforcement. The Apple parenthood ad shows advertising can brim with content, too.

The ad also signals a movement toward creating connections, not desires. Snappy car ads want to lure you into a showroom, but Apple's ad brings the iPhone into your house, to address your everyday problems and challenges.

Visual Sharing Like Yearbook Party

Videos, followed closely by photos, are the content most likely to be shared on Facebook. If you aren't posting videos and photos, you aren't engaging your online fans to the fullest extent possible.

According to a report from Zuum, a social media insight tool, videos and photos have a much stronger probability of being shared than status updates or links. Facebook has made it easier for brand pages to offer visual fare, and the brands that enjoy the highest level of engagement are feeding their fans eye-catching treats.

Of course, it is not an either-or situation with visuals versus words. A mix of relevant material is best. But failing to post videos and photos, including those that are user-generated, is a mistake.

Sharing visual content is what has spurred the remarkable growth and usage of Instagram and Pinterest.

Writing about this trend, Jon Thomas of Story Worldwide provides some compelling examples of visual branding, including Oreo's striking rainbow cookie to celebrate gay pride. The simple graphic generated 300,000 likes, more than 90,000 shares and some 60,000 comments, Thomas reports. Plunging into a controversial subject earned Oreo lots of pushback. But if its goal was engagement, it succeeded.