Walk, with personality; talk, with personality; smile with personality … is how the 1959 Lloyd Price song goes.  

1 Idea – 1 Challenge – 1 Quote


1 Idea From Me

As can be gleaned from the lyrics of the song, personality is not about what you do, rather, it is about how you do what you do.

Brand personality

Jennifer Aaker defined brand personality in 1997 as a set of human characteristics associated with brands. Through research for her PhD she distilled the following five dimensions of brand personality; sincerity, excitement, competence, sophistication and ruggedness. This set of personalities simplifies brand personality. Your brand’s personality can be one of or a combination of these dimensions. But be careful not to develop too many of the personality dimensions so as not to come across as a split personality brand. Last week’s topic about sonic branding goes hand in glove with brand personality. Aaker, J. L. (1997). Dimensions of brand personality. Journal of marketing research, 34(3), 347-356.  

1 Challenge To You

Bring your brand touchpoints (your next event, for example) to life with your brand personality. Walk, with personality; talk, with personality; smile with personality …  

How Can Sound be Used to Represent a Brand’s Personality?

Sound is a powerful tool, and hearing your brand‘s unique soundscape can evoke emotions, memories, and create a distinctive personality. By carefully selecting melodies, jingles, and even voices, brands can communicate their identity and values without uttering a word. Utilizing sound effectively helps to build an immediate connection and leaves a lasting impression on consumers, strengthening the brand’s image and fostering brand loyalty.

1 Quote

“I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” – Maya Angelou Share this on Twitter   Let’s BRAND FOR SUCCESS! Pieter Steenkamp, BrandDoctor   If you found this article helpful, just click here to tweet it or copy this link: ‘Cause You’ve Got Personality | BrandDoctor   Meet Dr Pieter Steenkamp, your BRAND FOR SUCCESS guide. I am actually a brand doctor with a PhD in brand management from University of Stellenbosch Business School. As a brand management lecturer and researcher at a university in Cape Town South Africa and a regular visiting professor at universities in Germany, I stay up to date with the latest brand management developments. This affords me the incredible opportunity to consult with leaders of some of the most admired brands. Follow me on Twitter and LinkedIn Visit BrandDoctor site pieter@branddoctor.co.za