Branding: Why Personality & Culture Matter

Brand Culture & PersonalityIf we look at the history of branding, we can see that a “Brand” is a mark or set of marks that represent a product or services with a definitive level of quality, experience, and outcome desired by the consumer. Basically, we, as consumers, associate a visual representation with an emotional experience of a transaction. This has become a very important piece of marketing and advertising and has even spawned a totally new function in the industry within the past two decades; driving a science of how to manipulate colors, shapes, typography, and images to elicit a specific favorable reaction from the consumer to take action or become aware of the brand.

But now we live in the World 3.0 where authenticity and transparency reign supreme

This was a great asset to all marketers and advertisers as they’ve been communicating the “essence” of a brand through mass communication channels and one way vehicles to an unknowing consumer base. But now we live in the World 3.0 where authenticity and transparency reign supreme, where consumers are expecting more of these “brand experiences,” where interaction and engagement drive to enhanced brand connection, where the long tail allows for a saturated market place anywhere you turn. It’s a world where a simple logo with neat colors and shapes can’t hack anymore.

It’s a world where a simple logo with neat colors and shapes can’t hack anymore.

Enter culture and personality. As consumers are requesting more and more from brands, they expect and admire when the brands have a personality and fit within their own personal culture. Saying this is easy, doing it is unbelievably hard. It takes courage, passion, excitement, and intimate understanding of who you are as a brand, and who your individual consumer is. Each and every brand, young or old, established or new, has a strong beginning of passion, personality, and culture; this is the true POWER of what you have to offer. The more you can find what this is within your brand, the better it is to communicate and the more successful you will become at integrating the brand into the lifestyle of your consumers, through shared personality and culture.

Each and every brand, young or old, established or new, has a strong beginning of passion, personality, and culture; this is the true POWER of what you have to offer.

The “Brand” is a living, breathing organism that lives within a specific living ecosystem. Each interaction, each new entity creates a new opportunity for growth. To nurture this ecosystem is through interaction, through strategic engagement. This can only be achieved through personality and culture; something that rings true throughout each one of us, brand or human.

The “Brand” is a living, breathing organism that lives within a specific living ecosystem

 

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2 Responses to “Branding: Why Personality & Culture Matter”

  1. Marisa January 13, 2015 5:29 am #

    O papel do embaixador da marca e9 trecsnander todos os aspectos da marca. c9 preciso incorporar o que vocea este1 endossando, dar e receber e9 muito importante. Quem endossa uma marca tem que encarnar o valor do produto, o produto tambe9m deve refletir os elementos da personalidade dos embaixadores da marca. Em certo sentido, a personalidade da marca e o endossante devem manter os mesmos princedpios, moral e estilo atraentes.

  2. Nurul April 14, 2015 7:40 am #

    Bom, je1 q sou canhoto, tb devo ter parte com o mal. O q vc tem cotnra a me3o esquerda hein ??? Voltamos e0 Idade Me9dia. Quanto retrocesso. Parece que esse Deus ne3o gosta muito de benefedcios ou progresso. Destrua seu foge3o a ge1s c acendimento autome1tico. O forno e9 a entrada para o Inferno irme3o.

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