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Sinceritydown-to-earth, hones, wholesome, cheerful. Excitement daring, spirited, imaginative, up-to-date. Competence reliable, intelligent, successful. Sophistication upper class, charming. Ruggedness outdoorsy, tough.
The big five are openness to experience, conscientiousness, extraversion, agreeableness and neuroticism. From those five traits come the brand equivalents: sincerity, excitement, competence, sophistication and ruggedness. Almost every brand can be described as one of these five personalities (or the opposite of such).
Examples of Brand Personalities Sincerity: kindness, thoughtfulness, and an orientation toward family values. Ruggedness: rough, tough, outdoorsy, and athletic. Competence: successful, accomplished and influential, highlighted by leadership. Sophistication: elegant, prestigious, and sometimes even pretentious.
Five key dimensions of brand personality include Brand Competence, Brand Sincerity, Brand Excitement, Brand Sophistication, and Brand Toughness. Many brands choose to use a brand character as a vehicle to express their brand personality and facilitate their brand storytelling process.
Nike has an active lifestyle, inspirational, exciting, cool personality. Nike-as-a-person would be exciting, provocative, spirited, cool, innovative, aggressive, and into health and fitness. Since the 1980s, Nike has been endorsing the very best athletes across a wide variety of sports.
Decide Who You Are, FIRST. Many brands decide who they are AFTER launch and tailor their messaging as things shake out. Know Your Audience. Choose Your Voice. Craft Your Message. Be Consistent. Use Feedback.
Examples of Brand Personalities Sincerity: kindness, thoughtfulness, and an orientation toward family values. Ruggedness: rough, tough, outdoorsy, and athletic. Competence: successful, accomplished and influential, highlighted by leadership. Sophistication: elegant, prestigious, and sometimes even pretentious.
Brand identity includes logos, typography, colors, packaging, and messaging, and it complements and reinforces the existing reputation of a brand. Brand identity attracts new customers to a brand while making existing customers feel at home.
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