| Brand Personality
A Brand Personality describes strategic choice of wording and (to some extent, at least) color relative to targeting, competitors, trends and other variables.
Sometimes called a Creative Platform, it draws from the Brand
Positioning Statement and Brand Message to convey what the brand is
"like" terms of having a personality that is unique and appropriate to
the target, conmpetitive set and brand proposition.
|
 |
| For instance, use of "hot" colors and retro-style wording for a new
online web site offering wholesale mortgage products achieved the
client's goals this was unique and strategically appropriate to young,
aggressive, technologically-savvy mortgage brokers at a time other
brands in this market were using "cold" colors and conservative
language (see Portfolio). |
|
