When it comes to brand identity the question isn’t “what” a brand is as much as it’s “who” a brand is. Obviously, to be successful. a brand has to function and fill a need or desire in the marketplace. But that’s just table stakes. It also has to have the ability to draw people to itself. Nothing does that better than magnatism. It’s the power of personification.
We gravitate towards brands that define and convey human traits. And we are prone to form a longer lasting connection with brands that share the same human traits as those people with whom it resonates, fascinates, and inspires. It’s either just like them or who they aspire to be..
Brands that project characteristics of real people attract us. After all, it’s hard for a brand to form a chemistry with a market if that brand doesn’t have any human traits that create a reaction. Think about someone you know. The first person that comes to mind is probably holding a memorable place in your psyche. What would be an instantaneous one-word description of that person? Smart? Quirky? Caring? Tough? Sophisticated? Playful? Serious? Captivating? Now think about how that person speaks, behaves, dresses, and moves. Chances are you can recognize him or her in a crowded room.
Genuine human traits that resonate is the first step towards a unique chemisty with people. After that, a brand is well on its way to alchemy.
