From the course: Logo Development: Identity Design and Discovery
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Brand personality
From the course: Logo Development: Identity Design and Discovery
Brand personality
- I'd like to try an exercise with you, but it's going to swing away from branding for just a minute or two. So let's talk about your friends. I'm willing to bet that you have a pretty diverse group of acquaintances. And if I'm right, they have a pretty broad group of personalities. Probably there are a couple of them you might turn to if you wanted a night out to have some fun. Probably another one that would come to mind if you have a moral dilemma or maybe that friend you'd call up if you were feeling a bit more mellow. We subconsciously tend to classify our friends into personality categories. And we do something very similar with brands. A seminal study was done a number of years ago by Jennifer Aucker, from Stanford. Her research gave us the tools to better understand how consumers perceive various brands, by way of the personality and the traits that we attach to them. There are actually a number of studies that have taken various approaches to this evaluation of a brand, but I…
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