Brand personality: it’s not just about the looks

Posted by on May 15, 2013

Confession: I love personality quizzes. Flip through the magazines in my house and the tell-tale check boxes will inform you of more details about me than you would ever want to know (although I can’t imagine why you wouldn’t want to know which Downton Abbey character I am).

It’s a basic, human need to figure out where we fit within our communities, what our quirks reveal about us, and how our personalities define our unique personas in relation to our peers. This need extends into the brands we follow. Our brains are hard-wired to form associations; therefore, we naturally associate a specific personality with a brand. Savvy marketers like Converse, Starbucks, The North Face, and Hermès capitalize on this tendency of ours, and have built successful brands with loyal followers.

One way to determine your brand’s personality is to think of your brand as if it were a person. Ask yourself: How does your brand talk? Does he/she like to party and be “in-the-know” about the latest trends? Is he/she an expert in a particular subject matter? How does he/she dress? To give you an idea of how this approach can be effective, check out this hilarious video that personifies popular websites:

When you identify your brand personality with its unique attributes, it becomes easier to create content, design your website, and launch marketing campaigns that will attract the type of followers who will be eager to be associated with your brand.

Of course, brand personalities evolve just as people’s personalities do; however, solidifying your brand personality will create a strong foundation that will ensure you don’t lose your “reason for existence” as you change, or alienate the loyal customer base you have built over the years.

Our evolution was based on the desire to more accurately portray Marketwave’s personality on our new website, with the tone of our writing, and our Facebook, Twitter, and Google+ pages. We’d love to know what personality traits you associate with our new brand!


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