Chapters 21 & 22 – “Building Brand YOU!” – by Omar Abedin

Chapter 21 The Heritage (where do you come from – and how does that help to differentiate you from the crowd?)

One thing that most of us do – whether we are in the ‘biz’ or not – is that we think of brands as companies. Think about it. When we see two leading brands of anti-dandruff shampoo, how many of us realize that both brands come from the same company? The same is the case for two leading brands of soaps. So how is it that one company is able to implement such a strategy so successfully? Because the brands have such different positionings, they are perceived as completely different, and hence consumers don’t really make the connection. (This relates to a separate point that strong brands are forgiven many sins by their fans ☺)…

Most brands start out as entrepreneurial efforts – and guess whom the entrepreneur behind YOUR brand is? If you said ME (referring to yourself) – you are correct. As mentioned earlier, you are also the CEO, CFO, CMO etc. etc.

So how do you go about defining your “heritage”? Some useful areas to consider are:

1. Your mission! What do you think you exist? Is there a purpose to your existence? If there is, what is it? If you don’t know, then you really need to think about it. It’s a tough question to answer, so give it the time that it deserves.

2. What is your core expertise? Do you have any unique capabilities that set you apart, that define you, that define the way you see the world? Try to look at it from the point of view of your “consumer”. Is it something that they would be willing to “pay” for in some shape or form?

3. Is there something special about the people you hang out with? At work? At the gym? At your club? Are you an influencer in an online community? Our parents used to say that your friends define you – boy, were they right!

This is a deceptively challenging part of your Brand Identity. It must be done well, and it must be authentic and believable – and most importantly, it must make you more desirable to your ‘consumer’.

Chapter 22 Personifying Brand YOU (seriously… figuring out WHO you want to be, focusing on Values & Personality)

One of the exercises that marketers find useful during market research is to try to get consumers to describe the brands that they like or dislike in terms of the people they might be. We call it Brand Personification. “If your brand was a human being, and they walked through the door right now, they would look like…”

The answers you get in terms of male / female, young / old, educated / not, urban / rural, etc. are extremely interesting – and sometimes quite shocking to the Brand Manager. You see, sometimes the person who is closest to the brand – the Brand Manager – is the one least able to see the brand objectively.

I read somewhere that 99% of people who regularly drink either Pepsi or Coke believe that they can identify their brand by taste alone in a blind taste test. Less than 1% actually can. That’s astonishing. But less so when you think about it…

You see where I’m going with this ☺.

You would think that it would be relatively easy for you to ‘personify’ your own brand. Like heck it is. We are, with very few exceptions, largely blind to our own imperfections, and yet we believe, some of us with entirely misplaced confidence, that we know ourselves like the proverbial backs of our hands. We don’t.

So – how would you go about defining YOU as a person? We are looking for a real archetype, a clearly recognizable persona that people can and will identify with. The descriptors we are going to be looking for are way beyond ‘friendly’, ‘fun-loving’ or ‘sociable’. These are more than just words – they will help define the relationship between you and your consumer(s), and the nature of the bond that you have.

Here’s how it looks:

1. The Archetype: defines who YOU are to your consumer – and the role you play in their lives.

2. Values: three things YOU believe passionately.

3. Personality: three traits that YOU always exhibit.

These of course have to mirror the positioning you have defined for yourself – and help bring it to life.

Let’s look at an example. Who is this?

1. The smart & funny liberal pundit who can be relied on to tell it like it is!

2. Passionately believes & values:
a. The truth needs to be told
b. Integrity above all else
c. Humor drives home the point better

3. Exhibits the following behaviours consistently:
a. Passion for the truth
b. A self-deprecating & irreverent sense of humour and
c. An uncanny ability to frame the important issues of the day for the American (and global) public

Yes, Jon Stewart is the embodiment of this, his brand persona. This is what makes his show so compelling, and his Daily Show into such a powerful and globally recognized brand.

There are several steps you could take here:

Step 1: Write down your existing Persona as you see it today. Dig deep. Make it meaningful. Try to describe yourself in real terms, not how you think other people see you, but how you actually are. Can you write an archetype statement for yourself? What are your values – the things you believe in passionately? How would you describe your personality – those traits that make you who you are? Do you know what they are?

Step 2: Validate this with ‘consumers’ who know you well. I would suggest starting with your spouse or significant other, close friends, your boss and close colleagues. The easiest way to get this feedback is through a simple questionnaire designed to make it easy for your consumers to give you feedback in a safe and non-critical environment. A series of statements with a sliding scale (1-5 with 1 indicating complete disagreement and 5 indicating complete agreement) should be helpful.

e.g. I am innovative. I balance work and life well. I am trustworthy.

It depends on what values or personality traits you are asking about. Framing the statements properly will be critical. You should allow the respondents to add statements that they feel are reflective of your persona. That will ensure that all points of view are captured, and that the feedback you receive is more holistic than you might be able to ensure on your own. (Remember what we said earlier about the Brand Manager having potentially glaring blind spots when it comes to their own Brand?)

Step 3: Once you have the feedback collated (throw it in to a spreadsheet for easy tabulation), identify the gap between your perceptions and others’ perceptions of you. Understand this gap. Internalize it. Even if the gap is vast and not entirely complimentary, accept it for what it is and move on to the next step. (This BTW is much easier said than done but at some point you will need to BABAGOI – Build A Bridge And Get Over It!).

Step 4: Write down your desired Persona – complete with an Archetype, Values and Personality. Remember, at this stage, don’t focus too much on the ‘how’ you are going to achieve that, although a little bit of grounding in reality is probably not a bad thing.

Now that this last critical piece of the Brand Funnel TM is done, you are now ready to put the entire Brand Identity together.

131 thoughts on “Chapters 21 & 22 – “Building Brand YOU!” – by Omar Abedin

  1. It is human nature that whatever the things you own, you take immense care of them. Be it your car your book collections or even the bed you sleep on. Think about the humans, you take care of your family your work mates your true friends. Similarly if you would think that you own your own brand identity then it would be possible that you will take care of it as child. As mentioned in the chapters above, we are the CEO, CFO, COO etc. of our own brand. We just took an investment from our financer (father/family whom we wish to return) but we are running our own brand. Please note that if your brand is run by someone else this means you are confused. We were all born with a reason of exisitence and we should and must find that out before its late.

    To personify your brand, you may want to set benchmarks for yourself. You may want to be like someone but always have a clear picture of what you want to be. Personification is tricky as this would be derived from your brand capsule which you have made in the previous stages.

  2. Our brand identity is solely our responsibility since we are the CEO, CFO, CMO etc of our brand. At times, our core target audience seems to know us better than ourselves, however this should not be the case in an ideal situation. Since we are THE BRAND MANAGERS, we should know our brand inside out better than anyone else. In fact we should make a conscious effort to position out brand identity in the minds of our core target audience.

  3. I really like the brand personifucation part in this chapter. Its actually very interesting to give your favorite brand a personality and think of it as human. It basically helps us to identify why exactly is that brand our favorite and what role does it play in our life. For e.g if i am supposed to personify my favorite brand khaadi, and if it walked through a door right now it would look like a female in her late 20s, who is independant, is stylish and fashionable with an eastern touch to her wardrobe. For me she would be my personal designer.! And thats how i would personify my favorite brand.

  4. I think brand personification is actually the answer to the way brands consumer fingerprint their target market. Where they bring their consumer to life, here the consumer and both the brand comes alive and makes efforts to play human like roles with values and traits.

    Furthermore, I am amused at the way brands are being treated like animate objects which underlines the experiential and emotional benefits that brands are required to provide nowadays. So you do not just offer a service, you are way more than a service provider. Brand personification allows the consumer to build an entire world around you where your brand plays the role of a living being.

    It is also more of an extension of the benefit and reason to believe and brings the brand identity to a full circle. The heritage is also a precursor to the above mentioned because it provides the consumer with a portfolio of your expertise and background.

    This is actually the most interesting and fun part for me. Crafting the heritage is even more fun. I feel that it is so so important because it’s impact can have an amazing influence on the consumer and that too for a long period of time.

  5. Identifying the brand personifications of the brands you like is an interesting activity, however when it comes to identifying the personifications of the brand YOU, it gets tricky because its not always same as what your consumers have in mind. you might have a totally different perception about yourself.

    While analyzing my values, personality and who i aspire to be I realized I almost ended up writing a press release about my self. it also includes the concept of heritage explained in the above chapter. Since the brand ME is not a new brand, I have values and believes that my lifestyle revolves around.

  6. When I created an archetype of my brand, I realized there were a lot of things I wanted to change. Imagining my brand as a person helped me shape up my brand identity. I was able to place myself in my consumer’s shoes to see whether I would like to meet with this person and what I liked (or didn’t) about this brand. By the end of this exercise I was able to point out flaws and rectify them.

  7. Brand personification helps ‘humanise’ brands, like creating our very own character, or making a mannequin and attaching qualities and values to him/her. It allows us to perhaps have an emotional affiliation with the brand and therefore understand it better, or even create it. This may not be AS difficult to do with companies but with brand ‘you’ it may get confusing as we are always striving to become better. It is important to keep in mind the way you want your brand to look like – and the way it actually does look like, the archetype or the role it plays in a persons like etc.

  8. Brand Personification is a good idea and thinking of the brands as human’s also gives answer’s to many of our questions. Here we are working on Brand US and we are the sole creator, developer or moreover the CEO of our brand.
    The idea of Archetype, our values and our personality clarifies our mind about our brand also the example of Jon Stewart sorts out a question or two.

  9. Through out this book as I read, things looked similar e.g brand Identity, positioning, values etc etc. But when it comes to the activities and exercises I realize that all I know about branding are the jargon only.

    Identifying the brand personifications of the brands you is not as easy as it sounds. when I started thinking about it a whole chain of thoughts followed. I automatically think about each an every aspect of your life in detail.

  10. Thinking of your brand as a personality is a good idea as it helps in improving its position, once you see your brand as a person you’ll be able to find flaws in it, flaws that may remain unidentified otherwise. Not only your thoughts of will fix the underlying issues, u also need to consider how your costumers personify your brand. Find the gap in thoughts and bridge it.

  11. Chapter 21 and 22 are probably the most thought provoking chapters so far. The point where the chapter talks about ‘heritage’ and how we associate a specific personality to a leading brand due to its heritage made me think in a completely new perspective about myself. The questions like ‘reason for existence’ and ‘core competencies’ might seem generic however can become a nightmare to answer if dealt seriously.

    For me my values are something extremely important hence i can now think of owning them in a way that they become my personality descriptors

  12. No doubt, branding is an integral part if we want to survive in the 21st century. I can recall how my father never marketed or advertised our family business of timber. Whenever I used to ask him to put ads on either newspaper or television, he used to say that only those firms advertise who are not making profits. I believe this is because in either timber market or steel market, the name of the owner sells more than his firm’s name.

    After reading this article, I believe what my father missed out was a fact that they themselves were the brand! In these markets, the character and personality of the owner carries a lot of weight and that’s why there are some entrepreneurs who are more famous and successful than the rest

    Many people believe that branding is quite a new concept adapted by the corporates. However, in reality, branding is as old as any religion in this world because if, for example, the Holy Prophet (PBUH) was not branded as ‘Sadiq’ and ‘Ameen’ then people wouldn’t have believed in his holy guidance and embraced Islam.

  13. No doubt, branding is an integral part if we want to survive in the 21st century. I can recall how my father never marketed or advertised our family business of timber. Whenever I used to ask him to put ads on either newspaper or television, he used to say that only those firms advertise who are not making profits. I believe this is because in either timber market or steel market, the name of the owner sells more than his firm’s name.

    After reading this article, I believe what my father and entrepreneurs liked him missed out was a fact that they themselves were the brand! In these markets, the character and personality of the owner carries a lot of weight and that’s why there are some entrepreneurs who are more famous and successful than the rest

    Many people believe that branding is quite a new concept adapted by the corporates. However, in reality, branding is as old as any religion in this world because if for example, Holy Prophet (PBUH) was not branded as ‘Sadiq’ and ‘Ameen’ then people wouldn’t have believed in his holy guidance and embraced Islam.

  14. Thinking of your brand, as a person, is a very interesting thinking process that helps one personify specific elements to bring the brand to life. The archetype, values, personality and key differentiator is one of the most creative parts of the brand identity. I personally feel that this exercise helped me put myself in my consumer’s shoes and look at my brand from their perspective, thus helping me improve my brand and make it better for my potential consumers.

  15. Its better to first understand who YOU are and what others think about do. Only then can you figure out about your brand and its personality. I remember you said in one of the sessions that people must listen to both negative and positive criticism when it comes to analyzing an individual’s personality.

    But if we talk about brands, is it necessary that the personality of our brand would always be perceived by consumers the same way as we perceive our brand’s personality? What could be some of the most important factors to make sure that consumers don’t think of the brand as something which we don’t want them to think? I believe execution would be on top the list. Please correct me if I’m wrong here.

  16. It is fun to personify a brand but when it come to brand ME it becomes difficult as its really hard to answer what do i do to exist, my values and beliefs. While doing this activity I figured its fun to answer these questions for any existing established brands but what if our answers are different from how they see themselves. If there is a big difference then it means clearly their message or brand perception has not come out right. So would should we as Brand ME do to make sure people get the right perception.

  17. Heritage tells me that every being on this earth is distinct and always has that one particular capability that sets him/herself apart – its just the matter of realizing or finding it out – same applies with brands, when a company is able to establish a key differentiator, it only needs to work on itself like it is a walking human being on earth. Establishing The concepts of Archtype, Personality traits and Values truely helps identify your position in the world of brands just as you are yourself in the world of billions. Once these factors are addressed to the concept of key differentiator increase – you continue becoming distinct with the course of time

  18. Brand personification takes a different streamline altogether. Visualizing brands as an individual connects you to the brand on a different level. Brand personification in my opinion is a more of an emotional approach because after viewing a brand as a personal there is a whole new form of a reaction towards a brand and because this is reflective of the positioning a consumers’ first impression to a brand is very essential because even if we meet someone for the first time, their first impression is embedded in our minds for a very long time.

  19. Knowing your brand inside out is the most important thing. Brand personification makes it possible to know your brand and answers most of the question. Heritage on the other hand makes the consumer more attracted towards the brand as it personally connects with every consumer. Every consumer can connect themselves to history and heritage. Stronger the heritage, better chances of the brand being successful.

  20. Heritage is definitely the most important and crucial in building the brand you, because in order for you to understand who you are and who you want to be one must know where he/she came from. That carries with it the true essence of your being and formulates who you are.

    In brand personification, the biggest problem I face is that my perception of how consumers see me or think about me is the complete opposite of how they actually feel about me. And I find myself struggling to come up with positioning even remotely close to how consumers feel about me.

  21. For us as brands, I believe our heritage lies in what our norms and lifestyle is. Other than that, I think considering any brand as a person is a fun exercise. It actually compels you to dig deeper in brand’s personification and what it look like if it were a person. Not only personification helps you see how your brand looks like but also makes you realize what that brand means to you and how do you look up to that brand personally. But doing the same thing with brand YOU is a tricky part. Striving to be better and sometimes (okay most of the times) ignoring your weaknesses that real people actually notice is the worst part!

  22. Even though you’ve made it simple by splitting it into three elements, personifying brand you is one of the hardest things that one has to do. But it is also necessary at this point in my life where I’m going through a major transition and defining yourself always helps keeping things in check. Definitely going to put more though into doing this exercise as it does make you reflect on what kind of a person you would want to be yourself and seen by others. And this makes the ‘how’ part a little easier to accomplish.

    1. In addition, this is what makes the YILO (Year In the Life Of) exercise so powerful. If you are able to identify transitional opportunities in your target audience, you can better influence them and communicate your benefits.

  23. After reading these chapters , it is clear that knowing Heritage of any brand is very useful and necessary.The Philosophy,core expertise,mission etc. are very vital parts of heritage.

    Brand personification depends on The Archetype, the values, personality traits.If these all are identified then we can have a clear picture of our brand and convey accordingly to consumers.We can identify our personification and get feedback from audience and adjust accordingly.It is very difficult task but enjoyable and meaningful.

    Thankyou

  24. Chapter 21 is about heritage being your identity. To find an identity for ourselves we must no the mission, i.e. the reason for existence, core expertise and the company we keep (since a man is known by the company he keeps).

    Chapter 22 is about the personality as perceived by our customers, which will largely depend on Archetype, values and the personality traits (atleast 3). To achieve desired personality we must first write our persona, get it evaluated, identify the gaps and then writing down the desired persona.

  25. The most difficult thing about personifying your brand is that you may be completely wrong and do not even realize it. We often try to pitch ourselves thinking about celebrities and other icons but what we don’t realize is that in order to be successful we need to stop portraying ourselves as larger than life. One should do a realistic job when personifying your own brand and then hope that you can create the same image in your customers that you hold yourself.

  26. In our lives, our credibility is measured by our heritage and so as for the brand. It assists our customers in making better purchase decision as to which direction are we heading and what our core expertise are.

    Our personality is largely perceived by others on Archetype, values and the personality traits. Hence it is very important to know, develop and improve the personality aspect of the brand, so that it becomes more compelling, unique and acceptable to our target audience.

  27. Any brand has certain values and beliefs that it is build upon which makes the heritage of the brand, giving its the identity and uniqueness which makes it stand out from other brands.The thorough work on creating the brand which defines the heritage and values so clearly with it that the customers will remember it is the real essence of the brand.

  28. Brand heritage defines the reason, the purpose for its existence, its core customers and its history which can have a positive or a negative effect on the brand depending on its brand heritage. Brand personality is the personification of the brand that covers its archetype, values and personality traits. This allows consumers to visualize a human version of the brand. Again these allow the brand to stand out in the mind of its target audience.

  29. The steps mentioned in chapter 22 are really helpful in going about identifying the brand personification. For me, the most important part is to align my brand persona with what the consumers perceive my personality to be. I think that’s where most people go wrong.

    The exercise of actually writing down my own values and personality traits was quite a realization, and one that I had not consciously thought about before. Also, the concept of an archetype is very interesting! Visualizing brands as individuals makes you connect with them at a different level altogether. After being introduced to the concept of archetypes, I keep visualizing my favourite brands as individuals and how they would look like if the walked in through the door. Fun exercise!

  30. The above chapters explain how heritage is a very important factor in Brand Building. Where you come from – can have both negative & positive impacts on ones decision or impression about you. The Persona of your brand – another integral part, as it is the traits you see in yourself. These may not be valuable if they cant be validated by your customers.

  31. How we relate to a brand partly is derived from where the brand comes from that is its heritage. The roots, core philosophy and mission of a brand plays a vital role in communicating its message across its customers.

    Secondly, we also relate to a brand by personifying it in the form of archetype, values and personality. Its describing the brands in terms of people they might be either positively or negatively. Now the exercise to do is to imagine our favourite brands in human form and validate our opinion with other consumers of the same brand to see how strong is the brand persona.

  32. Brand personification exercise is a powerful tool which works as a reality check for the brand manager. By knowing the brand persona he can know that whatever he has done in order to create the perception about the brand in the minds of the customer is consistent with what the customers perceive the brand to be. Many times we do and say things which are perceived differently by others and likewise a brand manager might use a certain strategy to create a perception about the brand which might be taken in a completely different meaning by the customer. Hence this exercise help the brand manager to identify the gaps and make corrections.

  33. How do you know where you are going when you do not know when you are coming on. In order to be able to take your product further and really understand what its key differentiators are, one needs to understand what the essential history and value of the product is so that they can further convey that in a simple and understanding way to their consumers.

  34. Our heritage, something like heirloom, handed over to a new brand manager, you need to understand why it is so. Moreover, what needs to be projected and what kept inconspicuous.

    The challenge in personification is to breakout of our imaginary chains and see things as they actually are, accepting them even when they are not too pleasant. For only when you embrace things out of your comfort zone, you reach closer to the real definition which resonates with your target audience.

  35. In building a brand, the role of heritage is crucial because it tells you who you are and who you want to be and from where you belongs. In addition to it, it is not easy to position yourself closer to how the other feel and thinks about you. Moreover, sometimes the perception of customers about you is 180 degree opposite which is sometimes disturbing.

  36. Its very true that your heritage actually tells about your purpose of existence, your unique capabilities and people around you and it all depicts about your personality to your consumers and make you more desirable or undesirable!

  37. Chapter 21 explains heritage as identity. To find an identity for product we must know the mission, i.e. the reason for existence, core expertise and the company

    Chapter 22 is about the product personality as perceived by customers, which will largely depend on Archetyp and the personality traits. To achieve desired personality we must first write our persona, get it evaluated, identify the gaps and then writing down the desired persona.

  38. Building your brand is not an easy task. A minor blunder can ruin it instead of building it. One potential risk is that while you are trying to build it, people may perceive it as something fake. So, this is where your heritage, in addition to your values, play a very effective role in reducing or elimination this risk. Brand Heritage helps in creating reliability. Despite giving reasons to believe, people may still be doubtful about you, but once they know where you are coming from, it will be easier to build trust and accept you.

  39. Personifying a brand is a very interesting concept and i think its a brilliant way to really engage your consumer, to give them a reason to believe in you, to help them form that connection with you so they can really relate to who you are and what you can do for them. Personifying your brand can really add validity and credibility to your existence. It can help deliver that emotional and experiential benefit we spoke of earlier.Also, personification can be used as a tool to differentiate your brand as well. I think knowing and identifying what values of yours drive you to your consumers and the other way round can really help in building a long term relationship between the two.

  40. I believe the most important part of brand personification is to understand how your consumers actually personify your brand. This piece of information is crucial to develop a better understanding of your brand and align your own perceptions about it with those of the consumers.

  41. I found the idea of defining my heritage as part of the process of building brand identity very interesting. I have always struggled with answering the question “what is my mission” as I read this in context of brand building I understand how important it is to have a purpose of existence in order to build a strong brand identity. Most iconic brands have heritage of over 100 years or so and they all have a clearly defined mission…..I feel this is an essential part of the whole process….

  42. Heritage is a crucial aspect when it comes to the fact that population derives your basis of existence from the very fact. Building a brand heritage is somewhat a relatively easy task for a brand that is old and is in existence for a very long time. The challenge comes when a brand manager’s task has to scratch his head and develop a heritage for his brand, especially for an entrepreneurial effort. The chapter clearly illustrates how a brand manager can process in defining a brand’s heritage. Heritage once developed and communicated properly, can do wonders for the brand, because it provides the consumer the top of the mind associations when it comes to the brand’s portfolio of proficiency and background.

    Now comes the most difficult part that is creating your brand as a person in peoples’ lives. During focus groups, brand managers usually ask the participants about if the brand was a human being and they walked through the door right now, they would look like, and the participants give sometimes the expected persona, and sometimes bizarre ones. But this is the test whether you are, as a brand manager justly able to give your brand a life. This is the moment, where reality check hits you, here you are either forced to rethink your current brand persona, make changes accordingly and validate by again going to the people and taking their views as if they have successfully been able gather the modifications made, otherwise your existence will not be for long. It about either you ADAPT OR PERISH. Creating a brand persona is not a science at all, it is all about giving the audience the feel that the brand is not a corporate entity, rather it has been a human being all along, it is an art that is a very challenging exercise to do.

  43. Creating a brand identity is one of the most difficult tasks brand managers have to do. It may sound very easy but when we sit down and think about it, all sorts of things come to our mind and we end up getting confused. Even when we succeed in creating the identity, the biggest danger remains that what if the identity does not actually match with your “customers” perception of your identity and then a clash occurs. To avoid this clash the chapter gives examples and guidelines to work it out in a better way.

  44. Arriving at one’s heritage, as distinct from your ethno-social background, is an intriguing activity as defined. Spanning from existential debate to your whether you’re a wildchild or a wallflower.

    Personifying yourself is even more of a brain-wracking exercise, with regards to short-listing 3 values and consistenly-exhibited traits. This would probably differ from how you appear to others, due to the circumstances of every instance of meeting them.

    1. Excellent. However, your values & personality should not change mush – only their manifestations can change a little depending on the situation. Stay true to who you are always!

  45. How do you humanize a human? This was the first question that popped into my mind while reading the chapters; but i found the answer in the chapters: by being consistent.
    If you are consistent in portraying yourself, everyone will think of you as that person at all times and that’s how you can personify yourself.

    When you try to build your brand you might go wrong but your heritage gives u a leverage; it reduces the risk of elimination. When people know where you come from , they can relate to you better.

  46. Brand’s heritage can sometimes be its strongest selling point. For instance, Dalda emphasizes on this aspect by showing mothers and grandmothers using the cooking oil for their family. This particular aspect does work, specially with a culture like ours that values strong relationships and bonds with friends/family.

  47. Clearly defining your personality archetype and holding certain values and exhibiting certain personality traits always differentiates the brand You and others in competition. It demands a little extra effort and takes knowledge and pride in your work, but the returns are high.

    Interesting, fingers crossed for the next chapters…

  48. Since we are CMOs of ourselves, it is important that we manage our perception through our actions. Moreover, mission is very important since it gives one the directions. Without a mission, life would become useless. Personifying your brand is crucial since it is the only way one would be able to connect with consumers in a more effective way.

  49. It is very important for your brand personality to be drawn out appropriately because as we discussed in class, it forms the basis for the voice of your communication plan. The more your archetype is clearly defined the easier it is to use that as the basis for your advertising campaigns. The values that your brand stand for and what it would look like as a person, is where the consumer connect with your brand. Otherwise, it is just a faceless product and brings us right down to where we started with the first chapter of this book-the difference between a product and a brand. In order for your brand to truly be considered a brand it needs to have a personality, defining values-and those values should be consistent with those of the target market so that the bond formed is long lasting.

  50. heriatge is sort of khandan thing, that where u belong and having a rich heritage rise one brands to stars. for instance, lipton , which has a rich heritage and that allowed it to be a brand that is synonymous to chai. similarly . the brands having rich heritage allow them to become a brand with emotional touch to consumers as they can experience years old relationship with them. now comes the point of personification, here the consumers and brands relate to one one other and build relationship with one another. the consumers becomes friends with this brand which is actually a human to them. they share values, attitudes and many other attributes. this bring their brand to life and also it allows them to connect with consumer at gut level. similarly , the brand personification gives brand a different character and also it makes them to act in a way consumer relate to it. however the brand need to be consistent at delivering their promises.

  51. A very timely read of traits of brand personification, the archetype of our own personality and why is it important to develop one of our own. Unfortunately, there are very people who are transparent in what they are and exactly being perceived the same way. I think that in order to live a meaningful life it is extremely important that what we consider important and give importance to is properly communicated to our target audience. The metaphor to this is a brand development that it can only meet the expectation of the consumer if it is being able to communicate itself as a person and will deliver what it is expected to do so.

  52. personification is a bull eye that every brand manager would want to hit. i guess to a brand manager, it means that the consumers do know ‘who’ the brand is. Previously, Walls Magnum tried to personify the brand as a young passionate man who every women would desire to be with. Ufone tries to personify itself as a young happy individual who loves to party and has a great sense of humor. Hence brand managers try to capture the target market by personifying their brands so that they resonate with the different individuals the brand wants to cater to.

  53. Personally, for myself, the roots are the key and that is something which can never change. We can develop ourselves over the time as a brand, we can transform into a completely different person, but values will always carry. I might be a different archetype yesterday and can be a different one tomorrow. There are situations which one undergoes with the passage of time which changes the person but may values may not. My strong belief in passion for truth, valuing and respecting others despite someone else being your competitor might never change. Therefore, I do agree to the notion that we can transform ourselves as an archetype and personality but values should stick to you throughout your brand development.

  54. It is so difficult some times to put feelings into words, especially when you are evaluating yourself. What is my persona if it is not me? what are my core values? do I have some expertise? do my friends have something common that is why hang around with them or its random selection? Oh God, it was a brain teasing exercise, that we never realize in our routine life. :) It took me time to look inside me and find what values are my hallmark, then evaluating each value if it was really special or generic. But in the end the exercise was worth the time it took, as it gave me clear reflection of brand ME.

  55. As mentioned above that we can be defined from our friends we hang out with, likewise a product’s brand perception can also be defined from where it is available……many Companies are interested to market their products only in a limited area because by expanding their market they do not want to disturb positioning of their brand…

  56. Personify or not , if we are not clear on our value system we will always be in a dangerous situation of compromising. We need to make our career paths sync with what we believe is our top 3 values which we cant compromise on.
    While brands need to list down certain mandatories that a customer always expects from them. Google deviating on its value system of “Freedom of speech” and getting a knock down from the Chinese market can be a prime example of such inconsistency.

  57. It is an astounding fact how our heritage easily makes us different from the rest of the people. It is that part of our personality or brand that has come to you naturally or has been given to you through your parents or founders ( in case of products & ideas). Once you are aware of your own heritage only then you can sketch out the personification of brand you. The persona you already have in front of the rest of the world by taking a feed back from the people that matter in your life and then persona you ideally would like to portray to them. There shouldn’t be a huge disparity between the two but the fine tuning is what one should be looking for, making minor changes to various aspects that ultimately brings out the desired perspective of BRAND YOU.

  58. Heritage like brand is a very important part of a person’s image, it defines the path a person has taken in life to become what they are. It defines them is like a foundation they stand on.

  59. Brand personification is definitely the make-it or break-it phase for the brand. If the homework is done, the personification starts to show therein. Otherwise, brands then find themselves in a forever journey to keep confusing the consumers of what the brand really stands for.

  60. I would called heritage as an “Asset” which can be capitalized for the life time and never be depreciated! If used correctly it can definitely build your brand and add to the equity.
    I also loved the step by step exercise to define our own brand personification. Its a simple, effective and an easy to use approach. Great work!

  61. Once we have identifies our Archetype, listed our values and identified our personality traits, we can much easily “personify” ourselves. and Feedback from our audience can make our “brand image” stronger by aligning ourselves with our perceived and desired versions.

  62. Essentially how we see ourselves as a brand needs to be checked by the people who hang out with us the most, the people we care about. We are most likely to get a surprise. From there on, we need to bridge the gap between how we see ourselves, how others see us and how we want others to see us. That’s a big big challenge for sure. I think in wanting to portray oneself as a certain somebody we must sequentially build upon our heritage to ensure what we want to be remains achievable, realistic and believable especially in the eyes of target audience.

  63. I believe majority of us learn from their mistakes made in past. Our present and future is entirely dependable on the experience we come across in our past lives. But then again if one has made mistakes in their past, people will eventually judge and comment their entire lives on that. So how do we make our heritage as an “essential effective tool” in order to develop our positioning and brand capsule?

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