Brand Personality
Brand Personality is a tailor-made innovative solution for developing and enhancing brand archetypes and personas. It is unique in:
- Taking on board the positives of the historical brand archetype
- Ensuring that brand archetypes and personas are a good fit for the brand in the market today
- Providing alignment for the brand persona with the over-arching brand values and promise
- Supplying all the required communication ammunition for consistent and optimal promotion of the brand persona in terms of optimal language, phrases, slogans, visual and audio symbolisms
Our solution combines qualitative and quantitative research methods across 4 matrices to develop a brand archetype and persona index score. Consultants work with client teams to advise on optimal strategies, highlighting opportunities and pitfalls.
- Brand Values Matrix, focusing on aspirational attrbutes that typically drive ATL and BTL communication strategy. Integrity, commitment, simplicity and reliability form over-arching dimensions into which a wide range of industry-specific and brand-relevant attributes are embedded
- Brand Factors Matrix, zooming into the industry-relevant functional and emotional characteristics ranging from customer-centricity and cutting edge innovation to softer attributes of fun & light-heartedness, and many others
- Brand Archetype Matrix – mapping Brand Values and Factors onto high-level archetypes. Typical brand archetypes include those of ruler, creator, nurturer, hero, magician, rebel, lover, explorer, jester, lover, innocent, everyman and sage.
- Brand Personification Matrix – measuring personal attributes to personify a brand demographically and psycographically including age, gender, education and technology inclinations among others