Brand character in China

In the minds of consumers, a brand has character, speech intonations, a certain demeanor, gender, and much more. If you ask consumers to describe a particular brand and write down the responses, it turns out that the characteristics perceived by different people will be very similar.

What is brand character?

According to branding theory, consumers buy not only the physical characteristics of a brand, but also the emotions associated with it. In order to enhance the emotional component of the brand, companies should develop brand personality in China. It is the perception of consumers about a brand, expressed in the form of characteristics that the brand would have if it was a human.

How to build brand character in China?

Step 1. Build your brand image

Doxaganda will help you to identify key consumer group and potential buyers and how they want to see your brand. It includes their emotions and associations towards your brand.

At first, a brand should set the mission and values: why are you doing business, besides making a profit, what you believe in? Then it is important to create a unique selling proposition. Namely, the advantage that you offer to your customers (low price, innovative development, unique loyalty program, etc.). Building brand character in China also includes the differences from competitors: it can be the differences by product line, positioning or pricing. Doxaganda also will help you to create the average portrait of the customer (gender, age, social status, habits, desires, objections, fears). Brand character in China is also about emotional benefits of the product: what will the buyers receive, in addition to the product or service (inspiration, status, support, care). For instance, premium brands in China pay special attention to the customer support and the status of their service.

Source: Brand Master Academy, Audience in brand character

Step 2. Create a corporate identity

Corporate identity is the set of tools to express your brand identity: colors, materials, sounds, smells. Corporate identity development starts with a logo, colors and fonts. Logo contributes a lot to the brand character in China: it is the main visual symbol of the brand. Doxaganda defines the following key criteria for your logo:

  • conciseness: give up unnecessary detailing and complex patterns;
  • uniqueness: make sure other companies don’t use the same or similar image;
  • meaningfulness: try to make the logo reflect your mission, values ​​or unique selling proposition.

Step 3: Attributes of brand character in China

A brand image helps to adjust some of the brand’s attributes, such as packaging design in China, corporate colors, and the logo itself. For example, if the personality of a brand is described by consumers as “kind, responsive, open”, then the colors should reflect it.

When compiling a brand personality, a brand should aim to meet the needs of customers, taking into account the feelings and emotions, life values ​​and character.

Source: Arek Dvornechuck, Brand personality

Brand character in China: Mercedes case

Data Source: Mercedes-Benz, logo

Description of the personality of the Mercedes brand:

•mature person;

•solid, conservative;

•somewhat slow;


•reliable and decent;

The consumer’s personality is different from the brand’s personality. Sometimes dramatically, sometimes – minimal. It all depends on what kind of relationship you intend to create between the consumer and the brand. If they are friendly, chances are high that the psychological profiles should match. If a brand is to be a teacher, then its attitude to the “student” (consumer) must also be appropriate.

Brand naming – an important attribute of the brand character in China

The right name is very important to the character of a brand in China. There are two main factors to consider here; a phonetic reference to your name and your evocative reference (how much the Chinese name conveys the history of the original name). Some brands are capable of combining both.

There are several ways to translate your brand name into Chinese. For example, Adidas, or 阿迪达斯 in Chinese characters, and Ādídásī in pinyin, is a phonetic transliteration. It is a recognizable brand that does not need to be close in meaning to the Chinese language.

Another case is when the meaning of a brand name in Chinese gives a positive perception to consumers. For example, Marriott, 万豪 or wàn háo, does not sound the same as its English name, but can be translated as “million” and “great,” evoking a sense of luxury and style. This reflects the core values ​​of the global brand.

Another way to translate a brand name into Chinese is to combine both phonetic similarity and meaning. Coca-Cola is a perfect example. In 1928, Coca-Cola registered its official Chinese name 可口可乐 or kě kǒu kě lè, which can be translated as “makes mouths happy” or “tasty” and “joyful”.

What do you want your name to say about your brand?

While an English brand name provides international credibility, it is better to promote the character of your brand in China through a Chinese brand name. This will give an idea of ​​the role of the brand in the consumer’s life.

For this reason, many companies choose to transliterate their names to express the purpose of the brand and rather than as a direct translation of products or services.

The importance of brand character in China

Various elements of a brand’s character, such as tonality, typography, color palette and all associated brand expressions, create an emotional connection with consumers, which leads to brand affinity and long-term consumer loyalty. All of this contributes to the overall architecture of the brand.

A well-defined brand character can make an ordinary brand iconic

Consumers are more likely to purchase a particular product or service if the nature is similar to their own. In order to achieve success and visibility, as well as increase brand share in the market and in the industry as a whole, a company must have a consistent set of traits and characteristics of its brand.

In addition to the functional benefits and attributes that a brand offers, brand character is a quality addition that a brand offers to its consumers, working as an intangible advantage, and is evident in marketing and advertising strategies and related materials. Marketing and advertising tools and techniques such as print ads, TV ads, digital banners, social media posts, product packaging, billboards and signage should reflect the character of the brand in China.

How Doxaganda will help you with brand character in China

Doxaganda can help you to define the portrait of your consumers, create the set of attributes for brand character and a strategy to promote it.