This blog provides practical information on brand research, strategy and positioning. It also covers brand equity measurement, brand architecture, brand extension and other brand management and marketing topics.
Tuesday, May 10, 2016
A Brand's Most Important Quality
I have worked with more than one hundred brand leadership teams to carefully craft their brands' personalities as a part of our brand positioning workshops. The four most chosen personality attributes are "innovative," "trustworthy," "reliable" and "responsive." For a full list of most chosen personality attributes, go to this blog post.
But I would contend that the most important brand personality attribute is "likable." If you like a person or a brand, you are more likely to listen to them. If you like them, you are more likely to do something for them including purchase something from them. The most successful salespeople are likable. Yes, they need to be hard working and competent, but most importantly, they need to be likable.
Consider the appeal of the Pillsbury Doughboy. How about Tony the Tiger? Consider how likable GEICO's gecko is. Progressive created its own character Flo. And Aflac has its duck.
A key component of the Southwest Airlines brand is its fun employees. Delta Airlines took a cue from Southwest and created its own fun safety videos.
Research has shown that a sense of humor/makes me smile/makes me laugh is one of the most important attributes in choosing a life partner.
Suffice it to say that for your brand to be as successful as it can possibly be, it needs to be likable. Do you know how likable your brand is? What are you doing to insure that your brand is likable?
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