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Need to know

  • Humans are wired to feel connected to others when they find interests, traits or experiences in common. The relationship between self-congruity and consumer behavior has been increasingly considered in brand strategy; the desired result of brand loyalty has long been considered critical to a brand’s bottom line.
  • A well-developed brand personality gives marketers, strategists, content creators and creatives the autonomy to mix genres, inspiration and references in their work, all while colouring within the brand’s lines.
  • It effectively steers strategic decisions in messaging, marketing, company culture, voice, experiential factors and many more key aspects of business with clarity and a human touch.
  • Developing a brand persona involves establishing core characteristics and maintaining consistency in their expression across platforms; all relevant departments have the same reference point from which to work.
  • By applying a “what would our brand say or do?” approach, many facets of the business can be brought to life with greater consensus and authenticity.
  • The portrayal of a brand’s personality can be portioned marketing communications into three components – verbal/written, visual and experiential, with key characteristics applied as benchmarks for expression based on the medium.
  • Consistency and dynamism are not mutually exclusive. A dynamic brand stays abreast of relevant conversations and hot topics in popular culture within the industry and the greater context in which it exists, forming on-brand opinions and expressing them in a constructive and well-timed manner.
  • In some instances, a physical representation of the brand persona may be created and animated to create literal dynamism and approachability to boost brand recognition i.e. Comparethemarket’s Sergei the Meerkat or Geico’s Gecko.