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Defining your Brand's Personality

One of the finest reviews I have come across on brand personality ,which gives a layman a quick gist on assessing the brand personality type ....

What are ‘brand personality attributes?’

A brand’s personality is formally defined as “a set of human characteristics associated with the name of a product, service or company,” but that’s just fancy brandspeak for “adjectives used to describe a brand.” So, quite literally, brand personality attributes are “brand adjectives.” For example, Marlboro is associated as a “masculine” brand, while Virginia Slims is seen as “feminine.” IBM is seen as “older,” while Apple is perceived as “younger.” Indeed, Apple is almost known entirely for its brand personality attributes — innovative, stylish, intuitive, cool, casual, easy-going and friendly.

Identifying your brand’s personality

Branding experts use a number of tools, tricks and techniques to tease out an organization’s personality. There is no singular “right way” to tackle the question, so you’ll probably need to use a combination of approaches.

1. Car Analogy

This is one of the most popular exercises in branding. Ask yourself if your organization was a car, what kind of car would it be? Why? Get specific, and define the year, make, model and color. Is it a coupe or sedan? Import or domestic? Convertible? Are you always the safe choice, like Volvo? Or are you aging and conservative, like Chrysler? What kind of bells and whistles would it have?
Are you conservative, traditional and a little dated, like a Buick?
Or are you practical, affordable and family oriented?
To continue
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