Top brands’ secret: Brand Personality
Is there an affection or attraction you feel towards certain brands? That’s okay, it’s entirely normal. It may seem strange, but psychology has an explanation for why we feel that way. It’s all about science and marketing!
When it comes to brands, we often have very strong and very personal gut reactions, just as we do with certain people. Our gut feelings about ads, social media posts, and news articles determine whether we like or dislike them.
Consumers perceive brands in terms of their distinctly human characteristics and qualities. Throughout all aspects of your brand, they’re evident, whether it’s visual marketing, social media, product packaging, or website copy.
It’s all about human connection
Jennifer Aasker popularized the concept of a brand personality in a research paper published in the late 1990s. According to her, brand personality is the symbol of self-expression of a company. This is how a brand wishes to be understood emotionally by its audience.
So how can one create a personality that can automatically connect to a very large group of people? Novel writers, movie makers and story tellers have mastered the art of personality creation. The secret sauce is made of archetypes.
Carl Jung’s archetype theory is common among psychologists, and can be very useful when it comes to brand personality types. An archetype is a prototype of behavior, a symbol or term that is universally understood and upon which others are copied, modeled, or emulated. Different cultures often use archetypes in their myths and storytelling.
Brand archetypes are mental models for a brand. Each archetype has a set of values and expectations associated with it. A brand archetype helps the customer to quickly understand the brand and what it has to offer. Brand archetypes can be used to define a brand for a new audience, add a new product line, expand to a new market and so on.
Gigantic neural networks to Lite Me Up
We are using the state of the art language models powered by AI21Labs with a laser focus on understanding meaning. At LiteMeUp, we have trained the largest language model currently available on a large body of carefully studied businesses and brands. Our AI agent, asks the user 5 simple questions and in less than 90 seconds, creates a complete brand personality profile covering:
- psychology of the brand personality
- mission, vision, goals and promise of the brand
- brand mood board
- brand motto
- customer psychology
- brand voice and messaging
- brand experience and
- company culture
We utilise algorithms that understand semantics of human language and mental concepts. At core, our agent knows about psychology of words as well as colour theory, brand archetypes, today’s cultural/social values and trends and brand strategies.
That’s why our algorithms can predict a brand archetype more accurately than a human can.