6000 words of practical information | 20 brands, 5 steps, 3 futures, a guide to "IP character personalization" for new consumer brands

IP personification is an efficient method of brand personification. Starting from Nayuki’s Tea, the author analyzes the five major dilemmas of the personality role faction, as well as the personality role faction strategy of “my destiny is determined by myself, not by God”. Let’s learn together.

The previous article is "Four major schools of "IP roles" of new tea brands - learn from Mixue Bingcheng how to super-symbolize IP", this article learns from the "heart sect" Nayuki's Tea, the personality role school of "my destiny is determined by myself, not by God".

Faction: Personality role faction.

Basic concept: IP personalization is an efficient method of brand personalization.

Core functions: human belonging and emotional connection.

Methodology: Brand IP prototype/personality → IP personification → brand personality/image → brand assets

• Find your own brand prototype/personality and create a personalized IP character .
• Interact and communicate with users through IP characters, establish trust relationships, and possess independent personality and charm .
• Accompany the development and growth of IP characters to create a unique brand image until it becomes a new brand asset.

origin:

• Leo Burnett added the word "Happy" to the name of the Hulk to give him a unique personality (1935);
• McDonald's clowns are constantly injected with "happiness and magic" to make them popular with children (1966);
• With the help of 7-Up Kids (1985) and M&Ms (1995), the IP personality finally became a school of its own.

Theory and writings:

Born out of Hopkins' "brand personification" (try to create a suitable style for each advertising theme, and it is a great achievement to be able to create a product personality appropriately, 1927), it became distinctive and eye-catching with Ogilvy's "Brand Image Theory" and Leo Burnett's "Marlboro Cowboy".

In 2001, Margaret Mark and Carol S. Pearson innovated the "12 Brand Archetypes Meaning Management System" based on Jung's archetype and collective unconscious theory.

Excellent works: "Twelve Archetypes That Influence Your Life", "Once Upon a Time - Using Mythological Archetypes to Create a Brand That Is Deeply Rooted in People's Hearts", and "Emotionally Driven - Coca-Cola" .

1. Representative brand of new tea drinks: Nayuki’s Tea

In December 2021, Nayuki announced the opening of the beautiful multiverse and officially announced Nayuki’s official IP & brand ambassador "NAYUKI".

Putting aside the concepts of the metaverse and NFT, this is a representative of the personality-based IP among new tea brands.

First of all, based on its brand DNA, Nayuki created a virtual brand spokesperson "NAYUKI" - green eyes, wearing green clothes, and wearing Nayuki's iconic green heart on the head. In terms of image, it is unique and stunning .

Secondly, NAYUKI is given a personality. In the official introduction, "NAYUKI" is the first new miracle in the beautiful multiverse. Wherever it touches, clouds and fog dissipate, and flowers bloom, guiding us to explore the unknown, as great and endless as a perpetual motion machine. A concept video was released based on this.

Finally, Naixue simultaneously launched the physical version of IP trendy toys, and the IP image was launched, providing imagination for Naixue to build a more interesting and story-telling brand space.

▲Pictures from the Internet

In fact, the "NAYUKI" IP has just entered the market, and was only given a unique image and personality. After its launch, it became silent and did not expand and deepen further, let alone become a bridge to communicate with users and form a unique charm.

In China, the IP personalization journey of most brands ends here.

2. These are the two most successful cases of IP personalization, bar none.

Starting with an IP personality and ultimately achieving a brand personality and image are the two examples of 7-Up and M&M's.

1. 7-Up and 7-Up Boy

7-Up’s Fido Dido not only exists as a brand image, it is a truly independent IP character with its own comic books, short animations, derivative products, and it also participates in various art activities.

With his eternally youthful image, free and uninhibited personality, and unique outlook on life, he has formed his own IP culture - It's cool to be you, Normal is boring, Dare to be different.

▲Pictures from the Internet

2. M&M's and M&M dolls

M&M's, a chocolate bean brand founded in 1941, first launched two small dolls in 1954. Despite the single image, they were immediately popular. Later, due to stagnant growth, it found advertising agency BBDO to reshape the brand.

In 1995, BBDO proposed a new solution, designing six characters based on the six colors in the product.

First, they looked at the most successful sitcoms of the time, such as Cheers, Friends, and Seinfeld, and found that the characters had one thing in common - 2 key characters and about 4 secondary characters.

Then, I found a prototype for each character, just like " God created people ", giving them distinct personalities, such as the violent conspirator, the lovable fool, the smart guy, the femme fatale, and the sharp, calm critic.

Therefore, each of the six characters of M&M has its own personality. Red M&M is an arrogant schemer, Yellow M&M is a cute fool, Blue M&M is confident and calm; Green M&M is a sexy femme fatale; Brown M&M is smart and sophisticated, and Orange M&M is anxious and paranoid.

▲The picture comes from the early M&M traceability on the Internet

The personality building of the M&M's IP not only turned the tide, but also made M&M's the most popular candy brand and IP in the world.

Designers Susan and Paul have three IP character perspectives worth learning from:

1. "Distinctive personality" comes first
2. Create the characters you want to create, characters that you can be excited about, and at the same time they will have "flaws and weaknesses"
3. To make people "believe" that these characters are real

3. Five Dilemmas of the Personality Role School

IP personification seems simple. Just create an IP character, give it a name, declare the personality, and give a description of its character, and it seems that you can succeed.

However, looking across China, there are few successful cases of brand IP personalization because of the following five problems.

Problem 1: No brand genes, no distinct image

Most IP characters do not have brand genes/prototypes integrated into them when they are first created. They are IPs for the sake of IPs; or their images are similar. These homogeneous characters have no sense of existence, such as most urban IP cartoons.

Problem 2: No story, no scene, no operation

Many brands’ IP characters have vivid images and also output some content: emoticons, dolls, peripheral cultural and creative products, etc.; but in terms of personification, it is just a piece of text in the description, without the blessing of story or the integration of scene, and is actually a mascot.

IP operations are even more superficial, such as Alibaba's Animal Group, Dedao's Owl, and Xiaomi's Mi Rabbit.

▲Pictures from the Internet

Problem 3: No unique personality, no interesting soul

Beautiful appearances are all alike, but interesting souls are rare to find.

There are also some brand IP characters, some of whom have expressions and stories, and have made many cross-border efforts, but they are still unable to break through the circle and build a brand. Why?

Because their so-called "personality" is not unique and has no personality, and is common to all brands.

Haier Brothers, Jiang Xiaobai, Three Squirrels, Zhang Junya, and White Rabbit are considered excellent, but if compared with M&M beans and 7-Up Boy, they lack more than just flavor .

Take the "cuteness" of Three Squirrels as an example. There is no essential difference in personality among the three, and they are all the joy and happiness of Chinese children's animation. Although they can interact with children and families, they are far from the core purchasing groups and scenarios; more importantly, the brand positioning of "making the owner happy" has no uniqueness and exclusivity in character setting, let alone cultivation, and has not been demonstrated in interactive communication.

▲Pictures from the Internet

Let’s take a look at the six M&M’S dolls. They are positioned as “childlike” rather than “children”, have the concept of “irresistible fun”, and have rich and realistic personalities. In terms of expression, interaction, and action, each doll IP can be combined with a certain trend culture and constantly given new value with the times, creating a 30-year-old IP unbeaten legend.

Question 4: No interaction, no relationship; no emotion, no life

Brands need interactivity and deeper emotional connections to have a future. Therefore, a valuable IP must have continuous interactivity to build relationships and make the characters full of emotions to enter life.

When Wangwang's Wangzai transformed from a "super symbol school" to a "personality role school", due to the lack of clear personality and emotions, the memories, nostalgia, feelings, Chinese style, spoofs, flash mobs, blind boxes, cross-border collaborations, and hot spots, after the disorderly madness, it always goes around in circles.

Surprisingly, in 2019, Want Want found its own IP path , with continuous emotional connection - " accompany you in a happy life ", started to connect with users, entered life, became stronger because of "company", and began to give back to Want Want.

▲Pictures from the Internet

Problem 5: No innovation, no growth

There are also some brands that have dazzling personalities and a dream start, but they lack persistence, forget to evolve, and have no achievements in new social relationships or new emotional connections.

In 2017, Diao Pai launched "Diao Xiong", a very outstanding IP, but it did not go further and become a brand asset. It's a pity, perhaps it did not receive the attention of senior management.

▲Pictures from the Internet

As for the earlier Jiang Xiaobai (2014), it became popular with Jiang Xiaobai IP and "content bottle", and "I am Jiang Xiaobai" even became one of the top 10 animations on Bilibili in 2017. However, due to the generational change of young people (from those born after 1985 to those born after 1995, Generation Z), it did nothing and did not make progress. Facing the surging new drinks that are more communicative, it was unable to cope with it and gradually lost its advantages.

▲Pictures from the Internet

Obviously, after asking these five questions, you can get a complete set of IP creation rules, and the most important thing is that you must have an IP belief and soul of " my destiny is in my own hands ".

4. "My destiny is in my own hands, not in the hands of God": A 5-step guide to personalize the "IP character".

In addition to the methodology of 7-Up Boy and M&M's mentioned above, and the regularization of the five questions, we can also see the characteristics of a strong vitality IP from the well-known Greek mythology, Chinese mythology, and the Marvel Universe; we can also draw wisdom from the Chinese hit "Nezha - The Devil Child".

Five steps to completely open the door to IP "personality faction":

Step 1: Find the prototype - the prototype of the brand and IP character

Few brands use the "prototype" theory to achieve IP personalization, but most outstanding brands must have their own brand prototype.

1) What is the brand "archetype" theory?

4 human motivations + 12 brand archetypes + 36 brand expressions:

• Motivation 1: Independence and realization - "Innocents" McDonald's & Nintendo & Heytea; "Explorers" Patagonia & Starbucks & Snowflake; "Wise" NASA & Intel & Chaos Academy.
• Motivation 2: Adventure and conquest - "Heroes" Nike & Marlboro & Huawei, "Desperadoes" Harley & Virgin & Road Shop; "Wizards" Disney & Mastercard & Dyson.
• Motivation 3: Belonging and enjoyment - "Ordinary people" MUJI & Kuaishou & Xiaomi; "Lover" Chanel & Dove & Haagen-Dazs; "Jester" M&Ms & Durex & Weilong.
• Motivation 4: Stability and control - "Caregivers" Johnson & Johnson, NIO, and Haidilao; "Creators" Apple, Lego, and Huawei; "Rulers" Mercedes-Benz, Microsoft, and Rolex.

2) Why do we need to find a brand “prototype”?

• The "archetype" theory originates from Maslow's "motivation" and Jung's "archetype", filling the missing link between customer motivation and brand affiliation and product sales.
• The "archetype" theory is essentially a meaning management system. It is the driving force of the brand, the heartbeat of a long-lived brand, and the truly unique positioning (mental resource).
• The "archetype" theory is folded to fit the present: Generation Z's pursuit of meaning and belonging, the unity of values ​​that breaks cultural boundaries, the interaction that transcends market segmentation and breaks away from stereotypes, and the source of stories and content.

This article does not elaborate on the "archetype" theory. It can only be said that once you find your own "true self" among the 12 brand archetypes, your brand meaning and value will be unique, and IP role-playing will be more effective.

For more detailed methods, we recommend reading "Once Upon a Time - Using Mythological Prototypes to Create a Brand that is Deeply Rooted in People's Hearts".

Step 2: Define the image - the unique image of the brand gene

What is a unique image with brand genes?

If your IP cannot be recognized at a glance when placed in the same industry or with the same visual style, it is a failed IP image.

Among the numerous "bulls", which one can stand out: China Europe Fund's long bull "Niu Ou Ou"

The DNA of this long bull includes: the bronze bull of Wall Street; the bull market of the stock market; winning the Golden Bull Award for seven consecutive years; competing for the long-term flow of funds, and adhering to the mission of "speaking with long-term performance"... Therefore, a very long bull stands out .

▲Pictures from the Internet

Let’s look at Kumamon again. He has black, the main color of Kumamoto Castle, and two big blushes that are often used in cute IPs. His annoying personality makes him stand out from the 45 Japanese mascots in Osaka alone.

▲Pictures from the Internet

There are three points to note:

• The brand’s IP image needs to carry certain brand values , and its image tone must match the target users’ aesthetic tastes.
• The IP image should preferably be a social super symbol that can reach a wide range of people.
• The IP image must have a differentiation or core identification point .

Step 3: Give characterization - vividness, resonance and clarity

A distinct personality is very important. Not having a distinct personality is the same as having no personality at all. Just like the squirrels in Three Squirrels and NAYUKI in Nayuki, they have unique images but lack a distinct personality.

Why "Nezha" has become a phenomenal animation? It's because its " distinctive personality " and "unyielding attitude" perfectly fit and resonate with the values ​​of young people.

This is an era where "money can't buy what I like", and it is also an era where "my destiny is in my own hands".

We can use three keywords to describe the important characteristics of "personality" :

1. The personality comes first. The personality comes first, then the story and content. The story and content serve the personality. (If you find the brand prototype, the personality will be very clear)
2. Resonance with the character. The value proposition extended from the character needs to resonate with the values ​​of the target group and form a strong sense of identification and dependence.
3. The character, brand, and user must be a label that is clearly visible .

At this point, the preparations for the personality role faction are complete.

Step 4: Emotional connection - telling stories around character setting, creating rituals, and integrating into life

How can we use “IP characters” to make users feel emotionally connected to a brand?

Think about the totem IP in the tribal era, how it was deeply rooted in people’s hearts and formed a sense of belonging: appearing in every place in the tribe, full of ritual blessings, stories told over and over again, and comprehensive applications in life.

• Use stories to connect emotions. Slogan-like claims and brainwashing-style communication will not generate emotions. Only when users are connected to the IP through stories and identify with the values ​​​​represented by the brand, can the brand have influence. Think about Nike's "hero" narrative: from the goddess of victory to Jordan, from countless great athletes to every individual who "Just do it".
• Who is the protagonist of the story? Is it your IP character? No, it is the user. At this point, your IP represents the user, the user's behavior, the story the user expects, and the story of the user saving the world.
• Enter life and interact face to face. To make users believe that the brand’s character is real, the IP must enter the user’s life, face all kinds of joys and sorrows with the user and the brand, and grow together.

In this way, we can understand the gameplay and achievements of Kumamon: free and open access, opening a Twitter account, hiring Kumamon as a temporary civil servant, participating in his own or "other people's" promotional activities... until he is fully integrated into the entire city and people's lives, and becomes our common story.

Step 5: Growth and Evolution – Brand Equity and Destiny Control

The last step is to ensure the durability and vitality of the "IP character".

This requires the "IP role" to grow, innovate, and keep pace with the times: enrichment and condensation of world views and values, optimization and alienation of visual images, the addition of multiple scenarios and multiple experiences, and even giving control to users.

Think about how those super IPs in Europe and the United States are becoming more and more popular: Dragon Ball Goku, Disneyland, and the Avengers; while China's Calabash Dolls, Avanti, The Monkey King, and Black Cat Sheriff have disappeared.

▲Pictures from the Internet

We also need to recognize that "IP roles" are the fractals of brands . Therefore, every exposure, every performance, every change, and every touch point of the IP must be an accumulation of brand assets, representing the strengthening of users' understanding of the brand, otherwise it is meaningless.

Furthermore, when your "IP character" has life, he will grow on his own, activate the scene on his own, attract users, form tribes, and create value. In this "infinite game" , his destiny is naturally in his own hands.

Therefore, the ups and downs of celebrities, the rise and fall of categories, and the iteration of models are insignificant in the face of the vitality of "IP characters". This is the true meaning of "my destiny is in my own hands, not in the hands of God"!

5. The future of IP personality roles - there is always one you need

From IP mascot to "IP character", and then from IP personality to brand personality, IP personality role faction is no longer a marketing method , but has become the driving force and infinite imagination of digital business evolution with a clearer business model.

There are three futures, and there is always one that you need.

1. Connecting new consumer groups, the best weapon for brand activation and "anti-fragmentation".

The essence of IP is content and personality: the operation of IP personality characters improves consumer cognition and communication efficiency. The brand image should be as vivid, specific, fresh and close to personality as possible, because such a brand is easier to remember, easier to enter the minds of consumers, and resonate with consumers emotionally.

——Wu Sheng

This is a great era where mobility and fragmentation have become the foundation of business and the attention span has come to an end; this is also the fourth era of consumption that places more emphasis on interpersonal relationships and the pursuit of the meaning of life.

A symbolic IP, even a super symbol, faces digital natives, fragmented time and space, and increasingly high communication costs. It becomes increasingly difficult to compete for user mental cognition, let alone stand out.

At this time and in this situation, entering the game with a distinctive "IP character", connecting identity with character setting, carrying forward emotions with stories, using technology to enhance interaction, and integrating multiple touchpoints and multiple forms is a correct action to quickly bring emotions closer and integrate with the lives of digital natives. It is also an effective weapon against "fragmentation".

If the "super symbol school" is a game for wealthy people in big companies, then the "personality role school" is the new bonus, new bargaining chip and new tool for new consumer brands.

2. New brand assets & new business models

Some people believe that brands are a product of the last century and their most important function is to reduce consumers’ selection costs during the purchasing process; while IP is the core of business in this era and it is a way for users to achieve self-realization.

Although it’s a bit exaggerated, a successful IP can indeed become the most important brand asset: the clown of McDonald’s, the Colonel of KFC, the Bean Boy of M, and the Tire Man of Michelin.

At the same time, the “IP role” has also evolved into a new business model, forming new brand assets with new logic, new rhythm, new pace, and new parameters:

• Create new emotional anchors and new meanings by transforming the long-term companionship and immediate surprise of IP characters.
• New social relationships are generated by the continuous integration and interaction of plastic, changeable and dynamically updated digital IP with social, consumption and technology.
• The new perceptible trust that comes from exploring and growing together with member users.

This is the new comparative advantage of a new round of business games in the face of uncertainty.

3. The Gate to the Irreversible Metaverse

From text to stage plays, from live-action films and television to virtual images; from paper and electronic media to digital space; from flat two-dimensional IP to intelligent virtual IP, this evolution is irreversible.

Among all the methods, "personalized" IP is almost the best vehicle for entering the metaverse.

When IP characters continue to penetrate, evolve, and integrate in the metaverse scene, thereby being more creatively exerted, it is not only a ubiquitous global trend, but also a door to new business.

Imagine that you own a virtual super IP. In the digital world, you have unlimited clones and are tirelessly interacting, learning, living, growing, and creating with your users, partners, and employees. What else do you expect except to embrace it more firmly?

What’s interesting is that many brands have seen this future, but lack the “personalized” interpretation. For example, Nayuki’s “NAYUKI” mentioned above made a good start and seized the initiative, but it didn’t even stand firm in the third step and tried to play tricks with NFT. The result can be imagined.

If we only rely on enthusiasm and imagination, but lack the perspective and systematic thinking and the desire to build a better place, these things will be impossible to explore, let alone explode.

6. Postscript

Finally, there are four points to understand when personalizing brand IP characters:

1. The role of a brand IP is different from that of a content company IP. Although the underlying logic is the same, the needs and goals are different, so the construction methods are very different.
2. The personalization of brand IP characters is closely related to the " brand gene ". Although in theory all brands can be IP-ized, the truth is that many companies are not suitable for brand IP-ization. (After all, it is only one of the ways to innovate brands, not the ultimate one)
3. Brand "IP personalization" and "brand IP creation" are two different things. The former is to become the brand's development goal and the company's strategy, while the latter regards IP as one of the brand marketing methods.
4. There are thousands of ways to personalize brand IP characters. Only by finding the path that suits you best according to your needs can you achieve twice the result with half the effort. Simple copying and imitation will hardly succeed.

Taking personalized IP as the starting point, are you ready to develop new narrative methods and communication means in the accelerated digital integration?

Author: Brand Ape

WeChat public account: Brand Yuanchuang (ID: brand-yuan)