A brand could be seen as a sum of positive realities, supported by great perception. Based on this backdrop, a brand has an overall appearance in the minds of customers, just like a human has a set of qualities and perceptions in the minds of beholders. This metaphoric attribution of human personality to a brand is called ‘personality’ of a brand. Most commonly used personality traits include uniqueness, sincerity, intellectualism, competence, fun, excitement and sophistication. A brand’s targeted personality would depend on the nature of the product and target market profile, a combination that would yield a positive response to further marketing programs. Thus, the right type of brand personality would be defined by whether nature of the product warrants for a positive appeal to target customers.
Some brands’ core personality is their excitement and fun (Fantasy Kingdom), some brands’ core personality is their sincerity and competence (Johnson’s baby care line) and less of excitement, some brands’ core personality would be more of sophistication (like BMW) than intellectualism. The secret lies in how quickly the positioning concept can be projected into the heart of personality traits so that customers can quickly recognize and associate the core of a brand for which the brand stands for. Wrong personality attributes can dislocate a brand in a competitive scenario. In other cases, apparently wrong personality can be intentionally inflicted to create a completely new category. No matter what, taking care of brand personality always gives you an extra mileage- it increases efficiency in communication of the positioning concept.
This time, I would turn the first sentence in another way. As I said that a brand could be seen as a sum of positive realities, supported by great perception, I would rather change this statement for a brand that has effectively developed its personality. For a brand with great personality, a brand could be seen as a sum of great perception, supported by positive realities.