What Are Brand Dimensions? Definition And Importance

By Indeed Editorial Team

Published 5 July 2022

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

The brand value of a company defines the way customers perceive it and the value they place on its products and services. A brand personality comprises one or a few brand dimensions, such as competence or toughness, that can deliver the desired message to your audience. As a marketing professional, being knowledgeable about these dimensions and how to associate them with the brand during promotions can significantly boost the brand personality. In this article, we talk about what a brand personality is, the benefits of developing it, five brand dimensions and how to choose one.

What Are Brand Dimensions?

There are five core brand dimensions that a company may adopt to create a brand personality. Each of these dimensions includes specific qualities and traits. These characteristics help companies set themselves apart from others in the market who may be selling the same or similar products or services. Here are the five core brand dimensions:

Brand sincerity

Brand sincerity shows how honest and trustworthy a brand is. Brands that display a high level of sincerity usually commit themselves to meaningful causes and to the community at large. They avoid ambiguity in terms of policies and value good relationships, both with customers and employees. They may be more involved and give a voice to social issues or have concern for the environment. Some of them may focus on sustainability while carrying out their business activities. For example, a company that sells luggage may believe in being cruelty-free by not using any animal products or leather in their products.

Related: 7 Environmentally Friendly Business Ideas (With Benefits)

Brand competence

Brand competence includes character traits like efficiency, reliability, intelligence and responsibility. The quality of the products and consistent performance can be strong indicators of this brand dimension. The ideal branding strategy for such brands includes the use of strong and bold fonts, and the use of colours that evoke feelings of trust, such as blue and white. They may be upfront and open about their manufacturing practices that might show the use of high-quality raw materials and a high degree of care during the process.

Brand excitement

This is a brand dimension that includes brands that are innovative, dynamic, energetic, fun, inspiring and trendy. They may use bright colours, sharp or unique fonts, and distinct logos or mascots. They usually like to make their presence felt in sports, adventure activities and music concerts or such large-scale events. Their goal is to excite and inspire the audience. There can also be a sense of unpredictability or a surprise element with such brands. Their target market may usually comprise younger people, such as teenagers, university students or young professionals. For example, a t-shirt brand that comes up with trendy quotes.

Brand sophistication

Sophisticated brands usually contain a quotient of glamour, charm, some pretence and possibly romance. Luxury brands embody this brand dimension, so they may be a bit highly priced too compared to other products in their category. Sophisticated brands commonly exist within the fashion, automobile, technological equipment, food and dining, and hotel industries. From the marketing perspective, these brands usually go for delicate fonts, light colours and simple logos and designs. They may also limit their distribution to specific types of outlets and locations to give a sense of exclusivity.

Brand toughness

Brands with this dimension display strength, power, resistance, durability and possibly an element of masculinity. Tough brands may target a predominantly male group. Hence, they may use dark and basic colours in their logos and branding material, such as black, blue and grey, which men usually prefer. In their messaging and logo, they may use thick and strong fonts. While advertising, they may display their products in outdoor locations of extreme environments. For example, mountain bikes or desert jeeps.

What Is A Brand Personality?

Just as there are several qualities, traits and characteristics that depict a human personality, a brand can also possess such dimensions. Brand dimensions may signify what a company or brand stands for, the causes they believe in, their mission, vision and values. A company may choose one or more brand dimensions to demonstrate their brand personality to their target customers. If the values and beliefs of the customers resonate with those of the company, they are more likely to opt for it when making buying decisions.

It is usually the work of the branding and marketing team to create and assert a suitable brand image or personality through various campaigns, logos, graphics and messaging. The larger mission, vision and goals of the CEO or stakeholders mainly guide their efforts. A brand personality can evoke certain emotional responses in the customers.

Related: Graphic Design Skills (With Examples And Tips)

Benefits Of Developing A Brand Personality

It is advantageous for companies to develop a positive or desirable brand personality according to their product offering and target market group. It establishes a better rapport between the target group and the brand, giving desirable results in terms of sales and brand loyalty. Here are some benefits of developing a solid brand personality:

Builds brand recognition

One of the most important needs of a brand is to become easily recognisable in a market that has many competitor brands offering the same products or services. When viewers or audiences can recognise and recall the brand, they are more likely to make a purchase from it. The likelihood of a resale can also increase because of brand recognition.

Establishes trust

With a strong brand personality, users are likely to trust the brand more when it comes to reliability and competence. When customers trust a brand, they may also feel more confident providing positive reviews or feedback that can further boost the trustworthiness of the brand. Also, if at some point, the brand receives bad press or media, it may be in a better position to reinstate itself in the market with sincere and consistent efforts.

Increases brand loyalty

Having a brand personality that resonates with the customers can also create brand loyalty. This means that in the future, when the customers need the same product or service, they are likely to return. They may also refer the brand to their friends and family who are looking for the same product or service. Besides, brand loyalty can encourage loyal customers to buy any new products or services that the company introduces into the market.

Related: What Is Brand Positioning? (With Benefits And Tips)

Dissociates the brand from an individual

Branding dissociates the brand from an individual or person. While personal branding may be rampant these days with many social media influencers and the internet coaches making a name or brand for themselves, the branding of a company is different. It is not dependent on the image or personality of an individual. It has an image of its own independent of a human personality. There may be celebrities and famous personalities who endorse the brand, but they do not own it. This is beneficial for the future growth and scalability of the brand.

How To Choose A Brand Dimension

While formulating the brand personality, it may help to choose a brand dimension or two to guide your marketing efforts and form a better connection with the audience. Here are some steps you can follow to choose a dimension:

1. Identify your target market

First, decide who your customers are going to be. This depends on the type of product or service that you offer, the price range and various other factors. Think what category and age group of people are more likely to use the product and be loyal customers, their typical personalities, character traits, interests, concerns and needs. For example, if you want to reach successful women, then you may want to choose brand sophistication as the dimension.

2. Carry out a market research

Once you have established who your target audience is and anticipated some of their characteristics, perform more in-depth research to learn more about them. Find out what beliefs or values they harbour and on what platforms they usually linger. You can carry out customer surveys, host focus groups, and study the social media posts, comments, likes and reviews of the target group. Also, observe the followers of your competitors and how those brands interact with them. This is going to help you design a more suitable marketing strategy and messaging tactics.

Related: How To Become A Market Research Analyst: A Complete Guide

3. Consider the company's goals

Consider the company's goals, mission, vision and values also before you pick the final dimensions. Maybe they care a lot about the environment and try to minimise waste and use sustainable resources. You might want to incorporate that in your message and use sincerity as one of the dimensions. This can help assert a level of authenticity and ethics.

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