Good brand writing does more than share your benefits. It gives your company a distinct personality – human traits that can make your business more relatable and unique. Check out these commercials from Weight Watchers, P&G, and Skinnygirl® Cocktails for three great examples of brand personality.
Your brand personality can play a huge role in differentiating your business, particularly when you and your competitors offer similar services, products or processes. The following three brands target women in different ways, but they have one thing in common. These companies do an exceptional job of conveying a distinct personality, subtly engaging our senses in the human elements of their brands.
Weight Watchers isn’t just selling weight loss solutions. It’s selling empowerment and empathy! The brand personality we see in this video is bold and strong − from the powerful words that Jennifer Hudson uses (“believe”), to the dominant colors (black, gray, white and red), to the cadence of the music. Watch the 30-second commercial:
Proctor & Gamble (P&G)
Ah, with P&G, we leave empowerment behind and enter the world of the warm and fuzzy. P&G’s personality comes across as warm and supportive, from the slow crescendo of the music, to the careful choice of words at the end of the film, to the narrator’s nurturing tone of voice. This film pulls on the heart strings, making all those hours of changing diapers and washing clothes feel oh-so-worth it. I find myself getting a bit misty when I watch this film, and I don’t even have children. Watch their two-minute commercial (updated January 10, 2014):
Sassy, social, a little bit rebellious… Skinnygirl Cocktails is redefining the modern cocktail with a fun and engaging brand personality. From their playful logo, to their make-a-statement color palette (hello, red!), to the highly conversational tone they use in all their marketing content (such as referring to their new line of drinks as “the new girls”), this brand is definitely not your momma’s cocktail company. Watch their 16-second commercial:
Author note: Skinny Girl has changed up their commercials since I wrote this article. Here is one of their latest commercials as of September 2, 2014. You can still get their flavor…
What are your favorite brand personality examples?
What companies do you think do a great job of conveying a distinct personality? Weigh in below!
Publish date: July 19, 2012