“95% of purchasing decisions are based on feelings instead of logic. People choose brands that appeal to their subconscious, or “gut,” … brands that present themselves in a human way, do better …” Gerald Zaltman, Harvard Business School
“People relate to people, and if your brand feels like people, people will relate to you…” -Laura Busche, Brand Strategist.
Because your brand connects with customers person (brand) to person (customer), your brand needs a personality to engage your customers’ emotions. Brand Personality is the human qualities of your brand.
(There are no right or wrong answers, have FUN) Imagine HEB is a person. What is their age? How does HEB speak? What do they wear? If you met HEB at a party, would you enjoy chatting with HEB? Or would you prefer to talk with Apple? Or Dairy Queen? What about Uber?
Your brand personality is how your brand shows up and acts in front of your customers. It is the gut feeling you want your customer to have about your brand.
If your brand were a person, how does your brand greet a friend?
What does your brand talk about?
How does your brand sound when they talk? (voice, tone)
Does your brand tell jokes? if yes, what kind of joke and how do they tell it?
What does your brand wear?
In what colors?
Write three words you want your customers to say about your brand.
________________________, ________________________________, ___________________________
Make a drawing of your brand, and write what she/he says in a word bubble.
