Brand Personality: The Definitive Framework [+39 Best Strategy Examples]
Brand Personality: The Definitive
Framework [+39 Best Strategy Examples]
Chapter #1
The Rise Of Brand Personality
Modern brands are beginning to understand the critical importance of a human brand personality.
We no longer accept brands speaking to us as a corporate entity dictating terms.
We demand more and if we don’t feel heard we wield our power by taking our business elsewhere.
In this chapter, you’ll learn why personality has become an increasing important strategic branding tool.
Consumers Demand Brands With Personality
In a Strategy Study by Accenture, they found that as much as 83% of customers demanded more human interaction.
If you go to market with a personality like a wet fish, expect the market to spit you back out as such.
Show up with traits and characteristics your audience is attracted to, however, and you’ll be welcomed in with open arms, a cup of tea and a pair of slippers.
Brand Personality Definition
When it comes to defining brand personality, this is what Investopedia has to say.
While I agree with some of the above, I would define brand personality in the following way
Brand personality is the collection of traits and characteristics used consistently throughout the entire brand experience to better appeal to and resonate with its intended audience.
Brand personality is about familiarity.
If you can display characteristics that feel familiar or attractive to your audience, you’ll make a connection.
It will warm their stance to your brand message and open up an opportunity to connect with them on a human level.