Humanize Your Brand Personality

Defining your company’s brand as a marketer might sound like a challenge. There are a lot of paths to take and ensuring customer feedback as part of that path is critical. You want to be sure to get it right the first time. As Steve Forbes, editor-in-chief of Forbes Magazine would say, “Your brand is the single most important investment you can make in your business.”

One important piece of building your brand is defining your brand personality.

Building Blocks to Define Your Brand Personality

Brand personality is when you attach human characteristics to your brand and convey those characteristics in everything you do. J. Aaker – author of Dimensions of Brand Personality – uses a known brand personality diagram as a framework for defining brand personality.

Brands can fall into one of the following personality dimensions: Sincerity, Excitement, Competence, Sophistication, Ruggedness. From there, the subcategories help define the dimension even more, giving more meaning and characteristics to your brand as a whole.

Review J. Aaker’s Dimensions of a Brand Personality to take that next step in the direction of defining your brand personality. You will thank me later.

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