The Blake Project, the brand consultancy behind Branding Strategy Insider, delivers interactive brand education workshops and keynote speeches designed to align marketers on essential concepts in brand management and empower them to release the full potential of the brands they manage.
Each and every brand should choose an intended personality based upon the brand’s aspirations and its customers’ current perceptions of the brand. The personality is usually communicated in seven to nine adjectives describing the brand as if it were a person.
A brand’s personality and values are often a function of the following:
• The personality and values of the organization’s founder (assuming he or she had a strong personality and values)
• The personality and values of the organization’s current leader (again, assuming he or she has a strong personality and values)
• The personality and values of the organization’s most zealous customers/members/clients
• The brand’s carefully crafted design/positioning (explained in this section)
• Some combination of the above
While personality attributes will vary considerably by product category and brand, in general, strong brands possess the following personality attributes:
• Reliable (“I can always count on [brand]!”)
• Stands for something (specifically, something important to the customer)
• Delivers high quality, well performing products and services
Employees are also an important factor in communicating the brand’s personality in organizations in which the organizational brand is used. This is why companies are increasingly recruiting, training, and managing their employees to manifest their brands’ promises.
Sponsored By: The Brand Positioning Workshop