We think that having a better understanding of brand personality is important for a number of reasons: primarily, for those involved in managing a brand, it is often assumed that during meetings and discussions, team members share the same underlying perception of the brand. This is often not the case and brand personality is a good way to understand these differences. In many cases small differences in perception can lead to lack of clarity when communicating a brand’s character and values.
Brand personality is also a good way to understand differentiation between brands. Using the Brand Reflections framework, it becomes possible to understand the competitive landscape and the personalities of competing brands. This information can then be used to identify opportunities for greater differentiation and optimal positioning.
We can also use brand personality to understand how brands can be more genuine or authentic. For many businesses, the brand identity can become confused or contradictory as brand owners position the brand as being all things to all people. By identifying the behaviours and values most resonant with the brand, it becomes possible to focus on a more realistic and believable identity.
For any brand we come into contact with, however tangentially, we build a sense of personality or characteristics for that brand. Brand Reflections lets us understand these perceptions and compare them with others.