A Gem From Duke Merhavy – What Is Your Brand Personality?
What Is Your Brand Personality?
By Duke Merhavy
If your brand were a person, what kind of person would it be? How would you describe the characteristics that make its personality?
It might sound strange, but these are questions worth asking. You see, in business, we often focus on features and benefits of our offerings, and we don’t pay much attention to the image the brand projects.
Brand personality is a set of human characteristics and traits that are attributed to, and associated with, a brand. It is a framework of qualitative value-added elements that provokes an emotional and logical responses by the target market, intending to cause positive actions that benefit the firm.
For example, we might think of a car brand as sporty, elegant, sophisticated, or agile – these are human-like personality traits, not features or technical specifications.
As an organization, you should strive to have a brand personality the target market relates to, favorably. Since effectively projected brand personality boosts the brand’s commercial success and adds to the brand’s equity (commercial value), marketers employ various efforts to shape the way people feel about their brand.
Over the years, sets of ‘predetermined’ trait categories like the “Five Dimensions of Brand Personality” (Excitement, Sincerity, Ruggedness, Competence, and Sophistication) and mapping techniques have emerged, but we find them all rather constraining and detrimental to the creative process, like a ‘multiple choice’ answer. Instead, we prefer to define the brand personality free.
One neat technique you can use to get the process of determining your brand’s personality going, is to think of what celebrity would you choose (assuming money is no object) to endorse your brand in a TV commercial. Successful companies carefully choose a celebrity to represent them who his or her mere presence immediately convey the personality they want to associate with their brand.
At Fractional CMO & Marketing we help clients shape and improve their brand personality every day. Call us, and we’ll be happy to discuss your brand personality with you without any obligation on your part.