Brand Personality
BRAND PERSONALITY - THE RELATIONSHIP BASIS MODEL
Some people may never aspire to have the personality of a competent leader but would like to have a relationship with one, especially if they need a banker or a lawyer. A trustworthy, dependable, conservative personality might be boring but might nonetheless reflect characteristics valued in a financial advisor, a lawn service, or even a car – consider the Volvo brand personality. The concept of a relationship between a brand and a person (analogous to that between two people) provides a different perspective on how brand personality might work.
To see how the relationship basis model works, consider the personality types of people with whom you have relationships and the nature of those relationships. Some of the types might be as follows:
Down-to-earth, family oriented, genuine, old-fashioned (Sincerity). This might describe brands like Hallmark, Kodak and even Coke. The relationship might be similar to one that exists with a well-liked and respected member of the family.
Spirited, young, up-to-date, outgoing (Excitement). In the soft drink category, Pepsi fits this mould more than Coke. Especially on a weekend evening, it might be enjoyable to have a friend who has these personality characteristics.
Accomplished, influential, competent (Competence). Perhaps Hewlett-Packard and the Wall Street Journal might fit this profile. Think of a relationship with a person whom you respect for their accomplishments, such as a teacher, minister or business leader; perhaps that is what a relationship between a business computer and its customer should be like.
Pretentious, wealthy, condescending (Sophistication). For some, this would be or Lexus (with gold trim) as opposed to the Mazda Miata or the VW Golf. The relationship could be similar to one with a powerful boss or a rich relative.
Athletic and outdoorsy (Ruggedness). Nike (versus LA Gear), Marlboro (versus Virginia Slims) and Wells
Some people may never aspire to have the personality of a competent leader but would like to have a relationship with one, especially if they need a banker or a lawyer. A trustworthy, dependable, conservative personality might be boring but might nonetheless reflect characteristics valued in a financial advisor, a lawn service, or even a car – consider the Volvo brand personality. The concept of a relationship between a brand and a person (analogous to that between two people) provides a different perspective on how brand personality might work.
To see how the relationship basis model works, consider the personality types of people with whom you have relationships and the nature of those relationships. Some of the types might be as follows:
Down-to-earth, family oriented, genuine, old-fashioned (Sincerity). This might describe brands like Hallmark, Kodak and even Coke. The relationship might be similar to one that exists with a well-liked and respected member of the family.
Spirited, young, up-to-date, outgoing (Excitement). In the soft drink category, Pepsi fits this mould more than Coke. Especially on a weekend evening, it might be enjoyable to have a friend who has these personality characteristics.
Accomplished, influential, competent (Competence). Perhaps Hewlett-Packard and the Wall Street Journal might fit this profile. Think of a relationship with a person whom you respect for their accomplishments, such as a teacher, minister or business leader; perhaps that is what a relationship between a business computer and its customer should be like.
Pretentious, wealthy, condescending (Sophistication). For some, this would be or Lexus (with gold trim) as opposed to the Mazda Miata or the VW Golf. The relationship could be similar to one with a powerful boss or a rich relative.
Athletic and outdoorsy (Ruggedness). Nike (versus LA Gear), Marlboro (versus Virginia Slims) and Wells