Brand Personality

The human-like qualities that a brand elicits in the consumer’s mind.

These can be created by using a spokesperson, logos, or other forms of storytelling, but managing each with upsides and downsides.

The American Association of Retired Persons (AARP) may conjure images of cute, active, elderly people...but its target market begins at 50 years of age, before many people associate themselves with the retiree set.

Talking, hyperactive birds may personify youthful exuberance, but most adults aren’t interested in going cuckoo for their breakfast needs.

And a jovial, formerly obese spokesman who lost a bunch of weight by gleefully walking to/from a local Subway for their tasty, low-calorie products is only inspirational...until the FBI starts poking around his internet browser history.