To market anything—a product, a person, a company, or an idea—you must first define your health education brand. After you’ve defined your brand, you’ll be able to lay the groundwork for all your marketing efforts and strategies since your brand definition acts as a yardstick for evaluating all marketing materials and communications.
But how would you define your health education brand? Well, there are several ways to do that, and one of them is by defining your brand personality. A compelling brand personality helps you connect with your audience by humanizing your brand and making it relatable and unique in a crowded, competitive landscape.
So, what exactly is a brand personality? And why is it important? Read more as we decode it for you!
What is a brand personality?
The set of emotional, cognitive, and behavioral patterns that are special to a brand and remain constant over time is known as brand personality. Simply put, your brand personality is how you would characterize your health education brand if it were a human being.
Like people, brands have distinguishable characteristics based on how they perceive and interpret the world. The authenticity and uniformity of these characteristics distinguish a strong brand from a weak one.
Why is a brand personality important?
Branding is much more than your organization’s name, logo, and tagline. It entails assigning traits and properties both within and outside the offering to provide that offering a distinct identity from others on the market.
Now, apart from the fact that brand personality is essential for product differentiation in the market, here are some additional major reasons why brand personality matters:
1. Increases brand awareness
A great brand experience can be achieved by having a distinct health education brand personality. Aside from recognition, it will assist you in creating positive memories, and memories are the foundations of brand recognition.
It’s not just about establishing brand awareness among new prospects but also existing customers. Apart from establishing your health education brand, it helps people choose it every time over competitors.
2. Develops emotional connection
When people discover a brand that embodies the personality attributes they like or prefer, they form an emotional connection with it. This emotional connection also assists the brand in developing more meaningful brand encounters and initiating customer-powered marketing techniques such as word-of-mouth marketing.
3. Increases Brand Loyalty
When people come across a health education brand, they should see themselves reflected in it.
Nobody in the medical education space harnesses the power of personality like Osmosis.org. Devotees of the brand perceive themselves—perhaps idealized versions of themselves—in the sleek, artistic, yet trustworthy personality that the company has built over the past decade. As a result, brand-loyal customer identities’ are defined in part by affiliation with Osmosis products and services.
4. Eases Communication
Brand personality makes it easier to communicate with your target audience. People who are drawn to your health education brand will share characteristics with it, making it simple for them to relate to your branding messages and brand narrative.
Elements of brand personality
Brands concentrate on one or two primary personality aspects while balancing and enhancing the others.
The Aakers five-dimensional model is the most commonly used method for developing a brand’s personality. This model categorizes brands according to their fundamental characteristics, which include:
- Sincerity,
- Excitement,
- Competence,
- Sophistication, and
- Ruggedness.
Various brand archetype wheels have also been developed to help determine a brand’s personality. Carl Jung’s 12 personality archetypes, as a prominent example, may be useful for narrowing down the personality and characteristics of your health education brand. These include:
- Hero
- Magician
- Outlaw
- Explorer
- Sage
- Innocent
- Lawyer
- Jester
- Everyman
- Caregiver
- Ruler
- Creator
Define Your Brand Personality
As previously stated, having a brand personality is an essential component of every health education brand – one that precisely embodies your vision and mission statement, the products and services you offer, and your core values, resulting in your target audience choosing you over your competitors.
With this article, we have tried to explain what there is to know about brand personality. Now you can use it to define your brand personality as a health or medical educator and create a deep human connection with your audience.
To learn more about marketing for health and medical educators, subscribe to our newsletter at MedULingo.com and follow us on Facebook or Instagram.
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This article was written by Tarang Goel, a freelance content writer specializing in social media and marketing, and a current law student.
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