Tag: brand personality
Have you wondered why top brands like Coca-Cola, Google, Nike and Apple are so successful? How do they leapfrog their competition despite operating in hyper-competitive markets?
The answer lies in the power of their brand essence. This is defined by Brand Focus as follows:
“Brand essence is the single most compelling thing we can say about the brand that differentiates it from competitor brands as perceived by the consumer. The most powerful brand essences are rooted in a fundamental consumer need.”
What Personality is Your Brand? (courtesy of Me, Myself and Ashlea)
Like individuals, brands have values and personality. According to Branding Strategy Insider, these are often derived from a combination of the following:
a) The personality and values of the organisation’s founder