Many psychologists measure people’s personalities on the following “Big Five” personality traits.
In 1997, Jennifer Aaker formulated a parallel set of “Big Five” brand personality traits.
The following is just a brief guide to identifying and reinforcing your brand’s personality.
Brand Personality Guide
1. What is your brand’s main selling point
No one personality is “better” than the other. What is important, however, it that the personality fits the main selling point. For example, a sophisticated brand personality is more suited for wine while a rugged brand personality would fit a tyre company. Try sticking to just one personality. Trying to sell too many “main benefits” may turn your brand into a forgettable Jack of all trades. You can use the following as guide to select and/or identify your brand’s personality.
|Personality||Main Selling Point|
|Sincerity||Friendly customer service|
|Competence||Top rankings, long established history, expertise|
|Sophistication||Refined quality, social status|
The brand’s tagline and advertisement copy should reflect your brand personality. For example, a brand that wants position itself as competent often has a tagline that says “Since 1947” or “The World’s Leaders in Management.” Meanwhile, a brand that wants to appear sincere may adopt a tagline which says something like “Always here for you.”
Design Shack shows how different design elements can create different impressions. One should create a style guide to ensure consistent color schemes, typography and images used. I found the following infographics very useful in selecting a style guide.
4. Selecting complementary brand associations
Once you have decided on a personality, it is important to make that personality strong. You can do so by selecting other brand associations like a spokesperson or an event that complement your brand personality.
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