In self-serving brand messaging. We are more responsive

In order to communicate effectively it is very much essential to make your brand personified, this gives you insight into how the target audience behaves.

There should be proper communication between the consumers and the brands and in order to achieve this, a level of sensitivity and respect is required which goes beyond traditional thinking. There is a lot of written material, books on the topic of brand humanization and how to connect with the intended audiences through better alignment of familiar human characteristics with that of the brand. Peer network programs and influencers thrive on the fact that individuals are more disposed to look for the guidance of their friends over a self-serving brand messaging. We are more responsive to communication conveyed by somebody we have an emotional association with rather than anyone else with whom we don’t identify with. Brands can produce comparative associations with their target audience by genuinely indulging some essential fundamentals of human conduct and attributes, bringing about more prominent receptiveness.

Brand Personality consists of five dimensions as described by Jennifer Aaker, which is a basic framework to understand and scale the “personality” of a brand in five core dimensions, each separated into an arrangement of features. It is a model to depict the profile of a brand by utilizing a relationship with an individual.

Ms. Aaker and her father did a cumulative study on the same and these were their findings:


They are:

Sincerity (humble, straight forward, holistic, joyful)
Excitement (daring, spirited, imaginative, updated)
Competence (reliable, intelligent, successful)
Sophistication (upper class, charming)
Ruggedness (outdoorsy, tough)

Each feature is in turn measured by a set of qualities. The quality measurements are done using a five-point scale (1 = not at all descriptive, 5 = extremely descriptive) rating the brand to the extent to which each trait describes the specific brand.