The personality of LifeProof is that it is a fun and
exciting brand which allows people to have fun and live an exciting life!
LifeProof exhibits uniqueness because it is the only
smartphone case that can be taken into the water and protect your phone up to
six feet deep in water. Out of all the protective cases out there LifeProof is
a slim case that does a great job protecting without the need to be bulky.
The LifeProof brand is very authentic in the way that it is
a very credible product. LifeProof is credible and it is attest by thousands of
happy customers through YouTube video’s showing off its protective case. The
motive of the LifeProof Company is to allow customers to have freedom with
their phone, and not to feel limited. This company’s main objective is to
foster individuals active lifestyle which do they well buy providing different
accessories for their cases to help them have a limitless active lifestyle.
LifeProof is talkable on multiple mediums. People are
constantly uploading videos via YouTube to demonstrate the capability of their
LifeProof case and even teaching others how to install their cases correctly. I
have been one of those people to follow a YouTube video to install my iPad
case. People are following LifeProof on Twitter and Facebook, leaving
numerous comments about how they love their case and enjoy being able to take
their case on vacation and capture pictures and video of their adventure.
LifeProof has their own blog and a section on the website under “Our Community”
where people can submit their stories and experience with their LifeProof case.
LifeProof also has an instagram page and below the story submission there is a
submission for photos and video as well. These stories and experience would not
be possible without such a badass protective case.
LifeProof scores well with their onliness statement. From
just looking at the product and experiencing it first hand I know for a fact
that buy using my phone case daily it expresses the onliness statement without
a doubt. The onliness statement highlights 3 components.
1. The brand is LifeProof and the products are cases
for smartphones and iPads.
2. Its case provides the following features,
it is:
a. Water proof
B. Shock proof
C. Dirt proof
D. Ice proof
3. The benefit of this product is having confidence
and freedom when using your phone whenever, wherever and however you please.
On the LifeProof page the onliness statement is incorporated
in the mission statement. The onliness statement reflects the brands
personality in a few ways. Since this companies personality is a fun and
confident it is clearly expressed in its benefit and features. LifeProof is a
unique company and its personality shows it by allowing their consumers to talk
freely about them. This also has something to do with confidence which
LifeProof has and shares with their customers.
Within the name LifeProof, it is just so simple and a
potential customer would be able to know that it is about protection. The
symbolism for this company is:
Which helps customers identify what the product will protect
their technology from. There is unified brand architecture for this
company because the product name and symbols are consistent with the slogan
“Let’s Go!”
The only
noticeable brand alignment that I have noticed is that on the back of the cases
for the iPad and cellphone case LifeProof has its brand name on it with its
branding symbols. LifeProof does not do major advertising like Coca-Cola and
place their company name and emblems on delivery trucks, and other products.
LifeProof applies Bhargava’s three personality principles by
talking as if they are a real person and not just following a script.
Everything on their website Lifeproof.com expresses a real person who is hip
and can connect with its audience. LifeProof has videos that demonstrate
what the case can do and prove its durability is the way that LifeProof market
to its customers. This is one way the LifeProof can admit that they are a
marketing company. Although LifeProof is popular for its cases another way that
they market directly to their consumer is by adding additional accessories to
appeal to their wide range of consumers. Having a sense of humor is the third
principal of personality. Below is a video that has a bit of humor to it but
does not shy away from LifeProof marketing strategy.
Looking closely at the principles of personality I would
conclude that LifeProof is a fun company that can communicate well with its
consumers. This company knows how to use their marketing strategy to connect
with people and yet be humorous at the same time. This company allows their
fans and consumers to write on their social media pages and post videos on
YouTube about their experience with LifeProof and that’s what makes this
company adhere to its mission.
