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Brand Character
One of the most important components of identity is what is called the “Brand Character”, which is: the set of human characteristics of the identity; it is related to the audience and people more broadly and their characteristics, and how the product interacts with them and they interact with it; it includes the definitions of the target audience and its characteristics: such as age group; gender; social, emotional and psychological status; material class; and as previously mentioned in previous articles about the benefits gained from building identity: it divides the market into different categories according to income, age, gender and standard of living; this targeting appears precisely in the identity character and the characteristics of its audience that it works to address; as well as in the possibilities of building sub-identities arising from the main parent identity.
This can be illustrated by the following example: Mobily, the telecommunications company, offers a sub-identity for one of its products, the Raqi Service, which is described as masculine, sophisticated, and classic. Its other service, Mobily Fulla, is described as youthful, lively, and fun, while its Mobily Najma service is described as classic and feminine.
These distinct personalities of the sub-identities are what can be called: the identity’s personality; the way it interacts with its audience; the audience’s interaction with it and its definition of the human traits and characteristics of consumers. For example, if someone is asked about McDonald’s, he might answer that it is: fun; spontaneous; loved by children; cheap; available; widespread; fresh; and clean.
Having a distinct personality for the brand identity facilitates the process of consumers deeply understanding this identity;
Thus creating an emotional connection with it; and creating specific feelings when seeing or dealing with the identity, that is what makes consumers think that Nike shoes are not just shoes; rather, they are a lifestyle and a movement.
The important issue in this axis of the article lies in the mechanism of creating a distinctive identity character. Companies follow many techniques in this aspect, including: using images of some individuals while they are dealing with the product during their daily lives, as many products do in the construction and building industries sector, or by sponsoring certain events related to the characteristics of their audience; for example, the Red Bull energy drink company sponsors youth events and Formula One car races, or by using celebrity characters, as fashion houses and airlines do.