April 6th, 2015 By Joe Panepinto PhD
Everything has a brand personality. Even rocks.
Recent research shows we all tend to ascribe personality traits to inanimate objects. Experimenters showed people a range of rocks (real rocks) and asked which were “confident” “glamorous” “aggressive”—traits we tend to associate with people, pictures and action heroes instead of gray globs of quartz, feldspar and mica.
What that means for brands is that everything you do—not just your brand voice and visuals—is part of your brand’s personality.
Your branded environments, channels you choose, materials and layouts of your sales materials…everything communicates your brand personality—whether you orchestrate it or not. And “not” for today’s brands, should not be an option. Building out a brand experience platform—one that lives alongside your brand visual and voice standards—is a must in today’s multi-channel world.