Brand Humanization
The personality of every brand lies at the heart of every successful brand. Our qualitative and quantitative work on brand personality ensures that brand personas are developed and emitted in a manner which will resonate and create long-lasting emotional connections with consumers, building on the brand legacy and its values and developing niche dimensions for greater differentiation.
Brand Archetypes to Fit Your Brand Today
No brand works in a vacuum and very brand carries its own archetype through its historical presence in the market. While this brings a certain stability to the brand in the market it often limits the full brand potential.
Through a strong analytical focus, our brand persona work interrogates the current brand archetype and brings forth the opportunities for new perspectives on the optimal brand archetype for your brand which will resonate with current and potential customers. Over 20 years of work we have mapped brands onto more than 12 brand archetypes.
Typical brand archetypes include those of ruler, creator, nurturer, hero, magician, rebel, lover, explorer, jester, lover, innocent, everyman and sage.
Brand Personas to Fit your Brand Values
We believe strongly in full alignment of brand personas with the overall values of a brand. Our framework for establishing and enhancing brand personas is rigorously tested and measured versus the over-riding brand values and promise. This ensures that customers can perceive, feel and interact with brands that are consistent in every way. Brand aspirations that drive communication strategy and activities are therefore critically examined and measured to ensure high correlation levels with brand values
Brand Personas Communication
The persona of a brand should not be ‘quiet’. Indeed, if a brand is confident about its personality it should shout this out loud.
Our work on brand personas is 360 degree in every way, completing the circle:
- Empowerment: whatever the brand archetypes and personas of a brand, we provide the strongest ammunition for communication activity, in terms of optimal language, phrases, slogans, visual and audio symbolisms
- Industry relevant: functional and emotional attributes and relevant language are interlinked to ensure that communication is relevant to consumers for the specific industry, in the right time-frame and in the geographic location of operation