Brand persona essentially helps to connect brand to customer mind in an emotional manner. Global big brands are normally associated with a specific brand archetype and personality traits. Importantly, when being used effectively, they can guide the creative tone of brand communications. For example, Mercedes capitalize on its association “assertive” with the slogan “The Best or Nothing.” Conversely, “The Ultimate Driving Machine” truly describes the BMW personalities “sexy” and “desirable”. In US, while Levi’s failed, apparel brand Gap succeeded in brand extension to skincare product. The reason is that Gap has more “sensitive” brand personality than Levi’s and sensitivity is a typical brand trait of skincare brands.
In Vietnam, new-born brand VietJet Air is a good example to demonstrate the correlation between brand personality and brand image.
VietJet Air was the first Vietnamese private low-cost carrier that was established in 2007. Before making their debut with first commercial flights in late 2011, VietJet Air had time to consider the brand identity system that was initially created for them and they decided that it did not fit the brand they envisioned.
VietJet Air keens on creating a competitive of a new-generation low-cost airline that was targeting young and dynamic passengers. in 2010, Richard Moore Associates was asked to develop a comprehensive new brand identity system that can effectively communicate VietJet Air brand persona to its target audience. Accordingly, brand traits “Joyous”, “Imaginative” and “Inspiring” have been developed to portrait this young low-cost carrier. In line with these traits, a logotype in uniquely drawn letterforms and no formal symbol was created for a friendly appearance and maximum impact on the aircraft and other brand communications.
All elements of this brand identity were intended to create a young and dynamic VietJet Air in every step of their appearance to passengers – on the highway to airport, check-in lounge in airport, during flights and at the arrival destination. Since launching, VietJet Air’s brand communication activities are likely to effectively capitalizing on their provided brand persona in leveraging their projected brand image. A series of activities like TVCs, cheering dancing before flights, wearing Hawai clothes, etc … have consistently performed to differentiate VietJet Air from competing air carriers. Unlike National aviation carrier Vietnam Airline and niche market player Air Mekong, VietJet Air has being perceived as a dynamic and joyous carrier in the mind of passengers.
Branding is a long journey that require a good start at the beginning and a consistency afterwards. A good brand persona & a strategically well-designed brand identity are paramount to communicate a strong brand image to target audience. VietJet Air is likely to go on the right track in making a good use of competitive brand persona to create an differentiated brand image.
Nguyen Duc Son
Brand Strategy Director – Richard Moore Associates