Shaping a Brand's Personality (Strategy)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today we are discussing how you can shape the personality of your brand.

When your friends think of you, what comes to mind? Do they see you as friendly, helpful, adventurous, cheerful, trustworthy, engaging? Each trait is part of your personality and something that draws your friends to you. 

The same is true of the brands we embrace. They have personalities just like people do. And these characteristics are the things that differentiate one brand in our mind from another.

Apple is innovative and rebellious. Nike is creative and sexy. Google is wise and reliable. Mercedes Benz is elegant and prestigious.

Ask yourself:“What is my brand's personality?” Customers tend to gravitate to brands with personalities similar to their own.

Critique your brand and identify its personalities. Do you like what you see? Is this a brand you would want to associate with? Do potential customers also like your brand personality?

Some personality traits are innate but new ones can emerge if we decide we want a characteristic to be part of us. The same process works for a brand. If desired, and through a strong and consistent effort, you can make your brand more spirited, influential, accomplished or thoughtful.

Have fun shaping your brand personality. Your customers will love you for it.

Once a Day Marketing™ inspires clients to brand bold. Visit our website at www.onceadaymarketing.com. Contact James Glover at (505) 501.1330 or email glover@onceadaymarketing.com. Listen to Ask Those Branding Guys™ every Monday at 11:00am (MDT) streaming live on SantaFe.com KVSF 101.5 FM.

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