The Beauty of Brand Personality

Like the melodic chorus of a great band that can play loose, brand personality is not the sum of the individual parts - but their synergy.

It is this beauty; this indefinable matter that you cannot hold or reference that gives all great brands their wings.  

There are forces still well beyond our comprehension as to why some brands succeed where others fail - it is but a very precious few who can see around corners.  One overwhelming consistency about successful brands however is, they are what they are. The Marlboro Man is not a fat guy in a suit riding a train, he's built like a brick shit-house and freely roams the plains on his trusty steed.  

Therefore, the first thing to do when defining your brand personality is to tell the god's honest truth - as the only thing worse than a boring brand is a fake brand. Surely, you know deep in your gut that the small local organic café is doing more good for this world than McDonalds ever could - countless messages of recycling, number of forests saved, great community projects aside - you're not really sold are you?  

Creating a strong brand personality is essentially nothing more than letting your brand speak, so human traits are never going to do your brand any harm. When creating a new brand you are effectively throwing a snowball off a mountain top, it is your consumer's experience with your brand that will define it and, fingers crossed, cause the avalanche of demand.  

As you are seeking to create a relationship that will be unique and long lasting, you need to create an initial affinity that is sincere and demonstrates your passion and expertise.  

And remember, just like Sun Tzu, said: "good warriors cause others to come to them".