Your brand has a personality. It tells people who you are. It’s the driving force behind your brand experience, what makes your brand unique, and how you connect with your consumers. Wendy’s is tongue-in-cheek; while Nike is inspiring and Delta is friendly.
Brand personalities resonate with people. Brands that embrace their personality are found to be easier to remember and identify and consumers are more loyal when they feel connected to a brand. If your brand is still developing your personality, there’s the Aaker brand personality model that can guide you. This posits five key dimensions that companies can use to establish their brand:
1) Excitement: Are you daring? Trendy? Modern? Spirited? Contemporary?
2) Sincerity: Are you down-to-earth? Family-oriented? Honest and transparent? Folksy?
3) Ruggedness: Are you bold? Daring? Tough?
4) Competence: Are you hard-working? Secure? Confident? Intelligent?
5) Sophistication: Are you charming? Exclusive?
Pick one of the dimensions and focus on it. You can also look to your audience:
- Who is your audience?
- What do they relate to?
- What traits do they share?
- How do they use and relate to your products?
- How do they communicate with you?
- When you communicate back, what resonates best?
Once you’ve narrowed down how your brand is represented, you can start seeking partners and influencers to speak on your behalf. Having representatives who know how to help stay on-brand for you is crucial. This is often accomplished by producing brand guidelines and style guides and monitoring partners and influencers’ work. However, AI can drastically save you time. We’ve partnered with IBM to build out an incredibly robust Audience Analyser. We take your content, run it through our Natural Language Processor for analysis.
What comes out is a comprehensive report. We break down over the major different traits (out of 50) that are most prominent in your audience. Then, we seek out brands and influencers that match those traits. This means when you partner with someone or a brand, you know that the way they speak and act already is on point for your branding. And the audience they attract will already be interested and primed for what your company provides.
Want to learn more? Take our Audience Analyser for a test drive!
Nicky Yates Published on May 27, 2021 12:54 pm
Frequently Asked QuestionsFAQs
How can AI help find the right brand partnerships?
AI can analyze your brand's content using natural language processing to identify key personality traits and characteristics. It then matches these traits with potential partners and influencers who naturally align with your brand voice, saving time on manual research and vetting.
What is the Aaker brand personality model?
The Aaker brand personality model identifies five key dimensions companies can use to establish their brand: Excitement, Sincerity, Ruggedness, Competence, and Sophistication. Brands should focus on one dimension that best represents their identity and resonates with their target audience.
Why is brand personality important for partnerships?
Brand personality helps consumers remember and identify with your brand, leading to stronger loyalty and connection. When partners and influencers match your brand personality, their existing audience is already primed to relate to your company's messaging and values.
How do you identify your brand's personality traits?
You can identify your brand's personality by analyzing your audience demographics, communication preferences, and how they relate to your products. Look at what messaging resonates best with them and what traits they share to determine which personality dimension fits your brand.