Wednesday, August 18, 2010

Brand Personality: Long Term Relationship Or One Night Stand?

Here are some examples of companies with specific brand personalities:

You see these logos and even if you don't realize it, you associate something with them. Ex: Apple - Cool, young, high tech; Audi - Luxurious, sexy, cool. You get the idea. What you associates with these companies depends on their brand personality.

What is brand personality? I'm so glad you asked. Technically speaking, brand personality is a company's brand strategy in action. Simply put, it is what people see, hear, and feel about a brand. It is the part of a brand that makes a consumer want to have a relationship with it or (just like some dude with a bad personality) want to forget about it. Brand personality isn't necessarily who you are, but who you want to be. Though if those two things are one in the same, you're probably doin' alright.

Why do you care about brand personality? Well, brand personality is how a brand treats its consumers. Just as in any relationship, you treat others as you want to be treated. This is very important to remember when building a brand. Your brand should be genuine. None of this "fake it 'til you make it" stuff. Your brand should be the cool one at the party. The one who's interesting, not too pushy, and makes great conversation...but also likes to hear what others have to say.

Whether you are a big company doing some rebranding or a new company just coming up, be aware of how important brand personality is and remember that it's the difference between a long term relationship and a one night stand.


  1. Agreed! It is very important that branding is thought out and taken seriously. The ultimate, of course, is when your company becomes the product name, ex: Q-tip, Kleenex and WD40. These companies achieved the highest level of branding success. If you don't think it out in advance, it can be really hard to change it later. Great article on a very important aspect of advertising!

  2. Thanks Colleen! I'm glad you liked the post. Brand personality is hugely important when establishing a company. I don't think enough people realize that. In effect, brands are people too. :)