We marketers are fond of saying brands are like people.
They need personalities, or risk failing to engage on any level beyond functional fulfillment – hardly a ringing endorsement.
But here’s the problem with most brands: their personalities make them bland, relentless, positive do-gooders.
I see this all the time in brand expressions: X Brand is optimistic, helpful, professional, smart and resourceful.
This “person” sounds absolutely dead-boring! Would you like a friend like that? Someone who has no flaws whatsoever? How could you relate to such a perfect individual? It’s often our flaws and excesses – or our edge – that make us interesting and unforgettable to others.
So most brands are just caricatures, one-dimensional saints and philanthropists.
Let’s give X Brand a bit of a personality makeover.
What if X Band was: optimistic but experienced enough to be realistic; helpful although quick to admit when bigger guns need to be brought in; professional with a tendency to eat lunch while talking on the phone; smart but realizes it takes a lot of hard work to be smart; and resourceful, although always more so after the first coffee of the day.
Wouldn’t you be more inclined to inch towards it?
This new brand has also given itself some breathing room to have fun in the expression of its personality through advertising.
(Faceless by larafairie)