From the course: Advanced Branding
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Brand personality
- Everyone has their own unique personality. It's the nature of being human. And personality is very important to our sense of self, to how we differentiate, and it serves as a way to build friendships. We tend to connect with people whose personalities don't clash with our own. This idea of personality holds true with brands as well. Various studies suggest that consumers prefer brands with personalities that match their own, much like how they select their friends. Whether or not a brand tries to define its personality, it has one. And this is because people are great at personification, will apply human-like traits to brands even if we don't mean too. But personalities are complicated. It's hard enough to concretely describe our own personality and now I'm about to task you with describing that of your brand. But hang in there with me. We can still distill this down so that you can influence your brand's personality.…
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