Posts tagged "perceptions"

What is your brand personality type?

“You now have to decide what ‘image’ you want for your brand. Image means personality. Products, like people, have personalities, and they can make or break them in the market place.” David Oglivy

If you had to describe the Apple brand in terms of a celebrity who would choose? Could you use the same celebrity to represent Microsoft? Most likely, not possible. I find this thought extremely interesting as it sets out to externalize the internal emotions and perceptions we have for certain brands. We all know that Apple and Microsoft products are very different, however, each one of us has a unique way of perceiving these brands. As a business owner, we have to be in tune constantly with the way our business or brand is perceived by our customers. Is it being perceived the way we want it to? Are we consistent in our branding strategies across all customer touch points? Inability to do so will create a negative perception of your brand in the customer’s minds.

If brand personality is so critical to an organization’s success, why is it never talked about? I believe it is due to a couple of factors, firstly, many business owners see this as a non core issue because immediate tangible return on investment are not seen, secondly, there is a very little knowledge about how critical a brand personality is to the business as a whole. To demystify this subject I have attached an excellent schema to help understand this subject:

Courtesy Tom Dorresteijn

Courtesy Tom Dorresteijn

The development of a brand personality is the first step to embark on when developing a brand. Two components required to begin this process are:

1. Identity: One has to be absolutely clear about the aims of your organization. This includes goals, objectives, and strategic plans which have been developed for your business. Focus on core strengths and identify areas where you have a competitive advantages. If your business concept is unfocused, abstract or too diverse, these same factors will manifest themselves when communicating with target customers.

2. Customers: The second point which needs to be clearly defined is, identifying customers and their specific needs and requirements. One needs to understand their pain points, ambitions, worries and goals. This has to be done through qualitative analysis, by actually talking with your potential customer face to face. Once this is completed and assessed, we will know how to position our brand from their point of view.

It is only after we have successfully clarified these two components, can we actually start the process of developing a type of personality for our brand. We will be able to address key issues on what our brand voice should be, what characteristics our customers are looking for, and visual design to stimulate interest. I quote Tom Dorresteijin who sums up importance of a brand personality very well “We use brand personality to bring brand strategy to life.” By developing a strong personality with solid foundations we can now move to the next steps in developing our brand.

Related Articles:

Creating a brand personality

How does one build a brand?

“A brand is a set of differentiating promises that link a product to its customers.” Stuart Agres

I believe a brand is the emotional link we have with a particular product or service. It aims to differentiate a product/service from the rest in the same category, by leveraging on its competitive advantages. Eventually, customers develop mental images and perceptions about the product/service, and this is what helps them during their purchasing decision. Without these associations, all product/services in a particular category seem homogenous and the customer is not able to distinguish one from the other. For example, at the supermarket there is an entire wall dedicated to toothpaste, yet somehow Colgate and Crest seem to stand out from the rest. Both these brands have invested a lot of time and money in positioning their product in a particular way to get our attention.

How would an entrepreneur with a boot strapped budget build one of these world class brands? My answer to this question is, solid foundations, focused strategy, consistency and perseverance. World class brands are not built overnight. Brands such as Starbucks, Apple and BMW has taken each organization many years to earn its right to be perceived in a specific manner by all of us. They have focused on giving their customers a superior product and service. What we take away from these examples is that, to create such a brand we need to begin with a strategy right from the onset of our venture. We need to identify specifically how we want to be perceived, how we plan to stand out and the sort of personality our product/service should have. 

In the end, the goal is to create a strong sense of brand loyalty among customers. This loyalty will convert itself into recurring future streams of income. During the course of the next week I will talk about basic steps to look at when building a brand. I think this is an aspect many younger startups do not pay enough attention to at the beginning. This is a major mistake, as we have to be constantly aware of the image we want to portray. This image is developed through our product/service, customer service, website, packaging and any other interaction with our target segment. I look forward to your feedback and any insights regarding the development of brands. 

What do you see?

I know that you believe you understand what you think I said, but I’m not sure you realize that what you heard is not what I meant. Robert McCloskey

How do you process all the information around you? Before going further think of what your answer to that question is. If you are not too sure about what the question is referring to, think about what you see in this picture ….


Originally uploaded by artissoft

This picture appeals to me . The most striking thing I think of when I look at this picture is, this cannot be a very safe neighborhood primarily because of the graffiti on the shop fronts. The atmosphere is also very eerie, I can imagine pin drop silence with the wind blowing. All these thoughts originate from past experiences or feelings. This is a more intuitive approach at looking at the picture. People with intuitive personality types usually infer and perceive a lot of things which may not be clearly apparent or deduced. On the other hand another person could look at the picture and say that the shop has German writing on its front or that there is a plastic bag which appears to be totally out of place. Or that there is not enough lighting in the adjacent street and other minor details which I may have been completely oblivious to as I was not paying attention to them. These are personality traits of people who rely heavily on their sensing capabilities.

Todays personality scale will explain how we process information. On one hand we have the sensing people who focus on details. They use their 5 senses to gather information. They prefer to trust concrete facts which are based on conclusive studies. Having a preference for realism they will accept new concepts which have some actual practical application. Information is processed the most naturally when it is provided step by step. This preference relates very much with the present.

On the other hand we have the intuitive people who focus on their sixth sense which is “gut feeling”. They are constantly reading between the lines and doing their best to decipher what is happening in the background. Being very imaginative individuals, new ideas are constantly floating in their heads. When explaining these ideas they tend to use a lot of figurative gestures and their thought processes are constantly jumping from one area to the next. They associate very must with the future.

Given this information you now have have a relative gauge as to which side of the scale you have a preference towards. Knowing this will be extremely helpful for you as it will allow you to use your preferred processing mode when you are involved in critical tasks. If you are an intuitive team member you can capitalize on your strength by providing the team with creative solutions on how to solve traditional problems. Your key insight into situations will allow you to look into the future and provide valuable feedback in the idea developmental stage. If you are a sensing team member you can capitalize on your strength by bringing some discipline into the idea generation process by creating a structure to process information in a more clearer manner. You will be able to provide practical advice when evaluating ideas and can back it up with some detailed data.

By identifying your preferred mode you will see your own and the teams productivity increase. Either/or is not the only option, however you should make sure you understand which is your preferred and most commonly used mode of processing information.