Brands are like real people. They have life cycles and phases. They have been imparted physical, emotional, intellectual attributes depending on their functional promise. So it stands to reason they also have genders. To be politically correct, they can also be androgynous. This is not to be mixed up with the target audience. But rather the brand personality.
When we talk of brands and their genders, we are, of course riding the stereotype bandwagon. We are in essence talking of heuristics and their ability to lodge a message deep into a consumer’s subconscious, because there is no resistance to the suggestions. With heuristics, our message is nicely cushioned and sweetened by universal biases.
When you look at some power brands, their benefit comes from brand gender stereotypes. Detergent A is tough on stains but gentle on your fabric. It’s almost like a spoonful of chemicals have an eerie intelligence all their own. Some people would kill for a husband like that! Tough yet gentle. Respecting the fabric colours, but ruthless on stains and dirt! So if we were to do a reverse persona analysis of Detergent A, we would probably come up with a 30 year old male, educated, courteous, honest, intelligent, trustworthy and decisive.
Now, if we were to accept these traits, then the brand communication, design, tone of voice, packaging, promotions, media channels and brand extensions are in consonance with these traits. Heuristics would dictate that brand communication would be more male like in its tone of voice, choice of typography, colours, etc. Even though the brand’s primary audience would be housewives.
But there are brands addressed to men with strong female heuristic implications. The surge of fairness creams for men could be as good an example as any. More men now use hair removal creams for chest hair, visit men salons and get their haircut and groomed by professional hair specialists.
So men’s grooming products would essentially address the softer side of men. The communication and design of the product would have to be in consonance with the promise.
“Protecting, soothing and refreshing”, “gives your skin a radiance”, are some of the expressions used in fairness cream advertising for men. Obviously tough,detergent-muscle expressions won’t wash here! So the brand persona is essentially female.
Finally of course there are androgynous brands. They walk the tightrope of brand genders.Their promise has a universal appeal and the delivery is not gender-specific. Soft drinks, chocolates, noodles, some toothpastes, etc.
So ask yourself, is your brand male, female or androgynous, based on its promise and associated heuristics. The brand communication that follows will then be in consonance and probably more acceptable to the target audience.
Cedric Serpes is Associate
Professor at the Goa Institute of Management. He once did a TV commercial addressed to dogs. Unfortunately, it had no bite.
