I’ve come across many approaches to brand building in my time, but now a discussion has begun on brand building as a form of matchmaking and I confess I’m smitten by the idea. The matchmaking approach can be traced back to the five dimensions of brand personality proposed by Jennifer L. Aaker, professor of marketing at Standford University.
The dimensions are: sincerity, excitement, competence, sophistication and ruggedness. These also suggest a simple way of visualizing the ‘face’ of the brand. Simply ask yourself ‘if the brand were a celebrity or well-known figure, who would it be?’; ‘what would it say and how would it say it?’ If marketplace experience indicates the brand is getting the cold shoulder, what adjustments have to be? If you decide to make certain changes be sure they are credible and sincere because the object of your affection is sure to find you out if you’re faking it.
I don’t under-estimate the importance of the scientific approach to brand building, but in an era when we have access to so much data there’s a danger we will overdo the science and become a little less human. At the end of the day, we’re talking to people, and people generally prefer to do business with those they know and like. At the very least the brand should be likeable. If you can go one better and become lovable, it’s got to be worth a shot.
Written by : Reg Lascaris