The amazing power of brand personality
The evolving regulatory environment is making it harder than ever to express clear, differentiating claims about pharmaceutical products. A scan of the advertising in today’s journals tells the story of an industry in flux, as some advertisers continue to find ways to make a creative impression, while others are forced to settle for an MOA illustration or a patient photo accompanied by the indication as a headline.
Fortunately for marketers, there is a second path to brand differentiation—a path that bypasses the intellect (where messages are absorbed and deliberated) and reaches directly into the emotions (where most decisions are made). That path is brand personality, and it represents a powerful opportunity for your brand.
While many consumer marketers have long since begun shifting their focus to personality-based advertising (think Target, Tiffany’s, Geico), health care marketers have, on the whole, been slow to get on board. This may be because our scientific, information-heavy industry is not entirely comfortable addressing something as squishy and unquantifiable as emotion.
What has been missing, in many cases, is a method capable of bringing discipline and objectivity to the development of brand personality. To address this need, natrel communications has developed a method that reflects the kind of rigorous discipline our industry has uniformly applied to the development of positioning and messaging. And we have employed this methodology with truly exciting results.
Regardless of the method you choose, the important thing to remember is that we, as marketers, have an exciting opportunity—and an obligation—to go beyond messaging and positioning by tailoring an emotional effect, and brand personality is our most direct channel to the emotions. In addition, while claims are tightly governed by regulatory constraints, personality provides a parallel path to differentiation—and one that may be less obstructed.
The fact is, every communication has a personality, whether intentionally or by default. And if you don’t develop your brand’s personality with the same level of attention and sophistication that you devote to positioning and messaging, you will miss a critical opportunity to impact the success of your brand.
To find out more about brand personality and how it can differentiate your brand in a tight regulatory environment, contact Allan Trent at atrent@natrelusa.com or by phone at 973-292-8400.
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