What Can Red Bull Teach Us About Brand Personality?

As a class project we had to do a marketing presentation about a given company and internal factors that affect consumers behavior.

I had Red Bull and Personality.

I have never really been a fan of Red Bull, never tried its famous drink or known a lot about the company. In total honesty I thought that my friends who drank Red Bull were crazy drinking something that was known “to give you wings”, boost your energy and personally wasn’t that attached.

As I was doing my research on Red Bull I learned more than I thought, I learned that Red Bull was able to build “an empire” not only about its product but as a persona with emotions and instincts like us.

Red Bull is not just a product but it’s a brand, a personality. It is one of the few brands that has been able create a human personality associated with its name.

What can Red Bull teach us about brand personality? Based on my research and view of more than 5 energic youtube videos that really psyched me up and got me to design a pretty cool presentation I’d say I learned a few things:

1. Non-Conscious Logo Brand Priming

Nonconscious Priming: The personality of the brand logo unconsciously pushes consumers to act in the way consistent with the brand’s personality because exposed to that brand visual.

Red Bull did not just create a drink but it created a personality around its famous logo. When we see the famous logo we are unconsciously pushed to feel emotions such as energy, audacious, active way. If you think about it even the logo represent Red Bulls and what it reminds me is the Bull Running Festival and the use of Red and that automatically represent the idea of action and craziness associated with the brand ( note not sure that connection was made on purpose or it’s just me)

2. Don’t Market To Customers

I know it sounds crazy to say if you don’t market to customers then how are you supposed to make profit?

Well interesting enough you do not necessarily have to. Red Bull has been great in doing so, in every visual advertisement on their commercial on Instagram, Facebook, Youtube, etc. they don’t always market their product but the activities that Red Bull as a persona loves.

By creating a specific personality around the brand name they have stayed true to those traits all the content produced showcases athletes or individuals engaging in fun,cool, adventurous activities.

3. Always-On Strategy

One of the main strengths that Red Bull has shown to be best at is the always on strategy.

Always-On Strategy: Your brand is always active both on offline and online platforms.

The brand continuously produces videos and content to stay active online and offline. In 2016 in fact Red Bull was most shared video brand demonstrating how they personality of staying active and energetic its true also within their marketing strategy.

4. Tell Stories Make The Customer The Hero

Red Bull is about stories, achievement, fearlessness, inspiration and what we can become after Red Bull.

This is one of the key strategies that all brands should follow, telling stories with your brands following a personality that connects your brand with your customers and not necessarily just about the product. Think if you see a video advertisement from Red Bull you’ll see athletes running, hiking, surfers on huge waves, dancing, jumping from a plane and in five seconds of that video maybe the drink, Why? Because it's about the story and becoming the energetic hero you want to be.

For the full presentation check out: https://www.canva.com/design/DADIyUuuuEk/7Enf4f-vnAMGaYJOp5M3qw/view?utm_content=DADIyUuuuEk&utm_campaign=designshare&utm_medium=link&utm_source=sharebutton