We spend a significant amount of effort in defining and understanding a brand’s personality when we are entrenched in a branding initiative. By clearly defining this characteristic, we are assured that all communications—messaging, imagery, even choice of media and channel—are on target with the prospect and client audience and aligned with the brand promise. Here’s an excerpt and link to an informative article that includes descriptions of archetypes and their success. Enjoy.
It’s part of how consumers perceive the brand and how the brand differentiates itself from the competition. Accurately understanding brand personality is important to brand success. That’s why we created a vocabulary for quantifying and describing brand personality. Understanding brand personality also helps select the most appropriate message and media, or more effective and suitable sponsorships or partnerships. Ultimately, understanding a brand personality enables the brand owner to deliver a consistent brand experience that connects with consumers and leaves a deeper and more sustainable impression.
Brand personality characteristics often suggest a brand’s latent appeal. When identified and cultivated they can effectively guide the creative tone of communications. For example, Mercedes is relatively “assertive” and “in control,” while BMW is more “sexy” and “desirable.” The brands have different and differentiating personalities. Mercedes confidently plays on its heritage with the fitting tagline, “The Best or Nothing.” In contrast, “The Ultimate Driving Machine” accurately captures the BMW personality.