What do people think about when they see your brand? Or more importantly, what do you want people to think about when they interact with your brand?

People naturally associate certain characteristics with things they see and hear. A room with a fireplace might make them feel cozy and welcome. A room with high ceilings might make them feel awed or small. Furthermore, brand names can make people think certain things as well. Brand names that incorporate local landmarks could make people think the brand is in tune with the community, or adversely, too small for them to relate to.

Brands have personalities associated with them and people subconsciously pick up on these little intricacies as they interact with your brand. It’s important when crafting or evaluating your brand to make sure your brand is saying the right things about your organization.

According to the Journal of Marketing Research, there are five dimensions of a brand’s personality:

• Sincerity
• Excitement
• Competence
• Sophistication
• Ruggedness

Whether or not a brand incorporates some or all of these traits into its personality is up to each individual business to decide. Ultimately, businesses have to decide what their core values are, who their audience is, and how they want their audience to interact with their brand. These can be hard questions to answer, but with careful guidance from brand experts, your brand’s personality can be carefully crafted to match any goals you have in mind.

If you’re interested in further developing your brand personality, check out NewGround’s Brand Blueprint to discover the state of your brand.

If you’d like to speak with a brand expert directly, Connect with Us here!