Hello Fresh is a German based brand which developed its image over time among its consumers. Although the brand is large it still needs to practice these ‘Big Five’ traits (Solomon et al, 2018):
- Sincerity
- Excitement
- Competence
- Sophistication
- Ruggedness
Furthermore, through studies it has been proved that there is a relationship between the Consumer’s personality and the Brand’s personality they prefer.
The first trait, Sincerity is all about being honest and doing things genuinely, which Hello Fresh is as it provides 100% fresh products to its consumers. It not only has the benefit of receiving fresh produce but also provides genuine diet plans for the consumers who look towards healthy eating.
Excitement, the second trait, which means being daring, imaginative, up-to date, which Hello Fresh definitely is because of the number of competitors in this particular market industry and thus, still been able to prove its uniqueness and brand image. Moreover, it is up-to date as it regularly tends to the needs of its consumers and makes decisions according to the information they collect from the public.
Competence includes trust which I think comes over a period of time, as Hello Fresh has a new concept of providing products to its consumers which could take time to adapt.
Hello Fresh is doing a very good job in making sure that its consumers are getting the best quality products along with a healthy lifestyle. Everyone wants a brand which helps people and that’s what Hello Fresh is doing making people healthier while satisfying consumer needs.
Shania's Blog 