Authentic brands must possess a rich and distinctive Kharakter.
From Greek kharaktēr “engraved mark,” also “symbol or imprint on the soul,” properly “instrument for marking.” | Online Etymology Dictionary www.etymonline.com
Brands are perceived to possess the same personality traits as people, and just like with people, we are drawn to some personalities more than to others. We are attracted to certain attitudes, points of view or lifestyles that we aspire to achieve ... Brands then, become vehicles of self-identity and self-expression.
The same set of terms utilized to describe a person can be used to describe a Brand-Kharakter™. We base our Brand-Kharakter™ on an amalgamation of 4 layers, which gives the Brand depth.
BENEFITS OF A WELL DEVELOPED BRAND-KHARAKTER™
- It makes the Brand feel authentically different
- It engenders familiarity
- It provides texture to communication
- It keeps your communication style on target
[Brand-Kharakter™ is part of the Brand-Codex™]
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