Rich and authentic brands must possess a distinctive personality.
"A brand personality can be defined as the set of human characteristics
associated with a given brand." --Jennifer L. Aaker
Brands are perceived to posses the same personality traits as people, and just like with people, we are drawn to some personalities more than others. We are attracted to certain attitudes, points of view or lifestyles that we aspire to hold . . Brands then, become vehicles of identity and self expression.
The same set of terms utilized to describe a person can be used to describe a brand personality. We base our brand personality on an amalgamation, which gives the brand personality depth.
BENEFITS OF A WELL DEVELOPED BRAND PERSONALITY
- Provides depth and texture to communication
- Keeps your communication efforts on target
[Brand Personality is part of the Brand-Codex™]