Your brand’s personality is core to defining the tone and style of your communications and experiences. The problem I find is that today, all brands tend to steer toward the same personality attributes. We need to be clear! We need to be warm! We need to be more human!
New studies show that we judge brands the same way that we judge people. If we apply that notion to your brand’s personality, then we need to ask: “Would you want to be stuck at a dinner party with someone who was cold, fake and inarticulate?”
No. So you’re not going to interact with a brand that behaves that way.
Being clear, warm and human are certainly important attributes. But they are merely the tablestakes to determine whether a customer wants to interact with your brand. They are not going to differentiate you.
To find differentiating attributes, we need to dig deeper into your brand’s DNA. Any coffee shop you walk into is going to want you feel welcomed. But Starbucks takes their brand a step further with a personality that is Optimistic. After all, the smallest drink size you can order is “Tall.” Most auto manufacturers build cars for the masses. MiniCooper is more personal. Are you a Clubman or a Countryman? You can choice the car that fits your persona. Under Armour roots for the underdogs. Unlike competitor Nike, its personality isn’t just motivating, it has a touch of a “prove ‘em wrong” mentality.
Developing a strong brand personality can help set you apart from the crowd. What’s yours?