Building a brand today is not exactly the same as it was fifteen years ago. Back then, some brands would be well off with just looks, like a nice logo, crisp imagery, or pretty packaging. But today, consumers are different – and they expect more. They want their brands to trigger emotions and drive engagement. In short, they want brand personalities they can connect with.
Brand personality is about leveraging your brand’s characteristics to connect with your audience. It’s a fundamental element to bring to the strategy table and a key driver to make your brand more distinctive, meaningful, and competitive.