Brand Character

We are moving toward construction of a brand positioning, but we need to understand the components first. Having discussed functional and emotional benefits, now it's time to discuss brand character (if you prefer, brand personality).

This is an exercise in personification. For this discussion, personification is the projection of human qualities on inhuman objects. Upbeat, empathetic, problem-solver, friendly, fun, intense, progressive, zany, cool, reliable, sincere, traditional, out-of date, old fashioned, stale, annoying, cheap, unreliable, schizo. These are all words I have heard consumers use to describe brands. Drier sheets or detergents or beverages or cars cannot by themselves assume any of these traits. It's the BRAND behind them that brings those traits to life.

Everybody claims to have brands, but few really do. Most have products. One way to measure if you have built a brand in consumer's minds (which is where all brands live, by the way) is to conduct the personification test. Ask consumers (or yourself) "If brand Z were a person what would they be like?" The strength, depth and consistency of the response will give you a great indication of whether or not you are working with a brand and what its CHARACTER is.

As a brand builder, our job is to DEFINE the brand character we want to develop with consumers. Do we want to be perceived as modern or traditional, liberal or conservative, optimistic or realistic, unpredictable or reliable? These are choices WE make, then work relentlessly to build in consumers minds. Practically speaking, these choices must tie back to the functional and emotional benefits you have already selected. (e.g., progressive brands can't rely on out of date technology.)

Most of us work with inherited brands, to begin understanding BRAND CHARACTER start by asking your consumers the personification question.