TOP STORY : Building brand personality by strategic PR

Along with the price or benefit of the product, the difference in brand personality that is being built is the important element affects the buying decision of consumers. Strategic PR is to become an important instrument to support the brand, it creates the personality and spreads such spirit to the community.

Currently, with the rapid development of science and technology, production capacity has exceeded consumption capacity. A factory may produce enough food for the whole city for months. Therefore, it can be said that science and technology have created the goods supply far exceeds goods demand of the society.

Not only that, the formation of the multi-national trading blocs such as NAFTA, EU, ASEAN, APEC and ASEM has contributed to a shrinking global market. They contribute significantly to promote the trading among the blocs and between enterprises in the business sector together (Sriramesh & Vercic, 2003).

In addition, with the strong development of the globalization process, along with the rapid development of aviation, marine and railway, apparently there is no any other barrier to restrict the goods in this country to be distributed in other countries around the world.

Thus, when the market is flooded with products that can be replaced by each other, then it is urgently and vitally necessary for them to diversify their products with products of their rival for any commercial enterprises.

In fact, there are many ways to differentiate their products with their competitors; the unique selling points of the product and brand personality are two basic components to help differentiate their products with others. This article only figures out the brand personality aspect.

- Then, what is brand personality?

According to the father of modern marketing Philip Kotler and Professor Kevin Lane Keller from Dartmouth University, “the brand personality is the specific mix of human traits that may be attributed to a particular brand”.

It means that a brand also has its own typical features like human, such as "reliable", "sincere", "kindness", "candid" and "sexy". These features help making the brand to be more unique and different from others.

According to Graham Staplehurst, the Millward Brown market research company, a brand personality can be perceived in different ways all over the world.

For example, iPhone is considered as Seductress in the UK, Italy, Spain, but in Australia, the iPhone is considered as the Joker and as the Dreamer in Japan.

Also according to Graham Staplehurst, there are two successful brand personalities in the world: “desire” and “trust”.

  • “Desire” expresses features such as charming, position, and unique. "Desire" is appropriate for inspiring brands. This is a dominant factor in the huge Latin market like Brazil, Mexico and Spain.
  • “Trust” reinforces the consumer confidence in the fact that the brand will always provide them a product with a consistent quality. "Trust" is especially significant in India, Russia and South Korea.

According to the Journal of Business and International Management (2011), the brand personality has a strong influence on trust and loyalty of consumers to the product. If more and more consumers are aware of the brand to be "sincere" and "quality", then more people shall believe in the product and wish to stay with it.

Thus, the above arguments show the importance of brand personality in the promotion of business activities.

- So what method can be used to build an efficient brand personality?

To strategically build a brand personality, we need a lot of efforts, from product research and development, to the unique packaging design, to the formation of a corporate culture consistent with the brand personality, to the use of communication strategies to spread and position the brand personality widely in the community...

For the communication aspect, Awareness id supposes that the use of PR strategy based on the breakthrough story to spread and position the brand personality for products and services is a very important task.

- Why?

Because according to Awareness id:

  • First, if the strategic PR is considered to be effective, it just not only solves short-term problems, but also brings benefits for the brand in the long term. Should you wish to achieve these two criteria, PR strategy should be based on a breakthrough story.
  • A breakthrough story always contains the full personality of the brand, the word "dynamic", "innovation", "pioneer" to "compassionate", "responsible", "community". These precious qualities of brand will create an emotion, a logical reason for purchase in the minds of consumers, thereby supporting the purchasing decision.

Marketing guru Seth Godin (2010) also acknowledges this point. He said that whatever the product and service is bought, the consumers are still human. They need to love the brand, they need a reason to purchase. And brand personality is an important part in the creation of the reason for the consumer to purchase.

You may have noticed that, in the PR award of the International Awareness id, the noble qualities of the brand are always focused to be conveyed in a subtle way throughout all components of strategic PR, from talking point, initiatives, to the tactics, tools to strongly spread and position the brand personality.

To be more specific of how to build brand personality for your each product, service, you can submit the questions to us via the email address askus@awareness.com.vn for our support.

Awareness id


Awareness id. (2014). Guide to strategic PR Proposal. Tại http://awareness.com.vn [Truy cập: 20/4/2014]
Graham Staplehurst. Vì sao Tính cách Thương hiệu lại quan trọng? Tại: http://brandco.vn/service/so-huu-tri-tue-tieu-chuan-san-pham/vi-sao-tinh-cach-thuong-hieu-lai-quan-trong.html [Truy cập: 20/4/2014]

International Journal of Business and Management. (2011). Brand Personality’s Influence on the Purchase Intention: A Mobile Marketing Case. Tại http://www.ccsenet.org/journal/index.php/ijbm/article/view/8602 [Truy cập: 22/4/2014]

Krishnamurthy Sriramesh, Dejan Verčič. (2003). The Global Public Relations Handbook: Theory, Research, and Practice. Routledge.

Vincp. (2012). Vai trò của Tính cách Thương hiệu. Tại: http://marketing.24h.com.vn/brand-marketing/xay-dung-thuong-hieu/vai-tro-cua-tinh-cach-thuong-hieu/ [Truy cập: 22/4/2014]