Low Cost Process Analysis
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Optimizing Your Process: Brand Personification Service
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What Will Brand Personification Do For You?
Brand positioning and brand communication are important and difficult topics. The art of personality projection has been developed to try to improve the marketer's ability to position and communicate. Our Brand Personification Service takes that personality projection technique to a whole new (and more powerful level).
The two promises a brand makes are functional and experiential, but most often, it's the experiential aspects — the personality attributes — which most predict loyalty.
Personality attributes must be well understood internally in order to implement, and must be amplified externally with full fidelity in order to communicate the rich, full promise.
A few degrees more on target, the better the organization understands what experience to implement, and the better the market understands what to expect.
How Does the Service Work?
Customer Manufacturing Group's Brand Personification Service brings a proprietary methodology to this most crucial area. The method uses a list of words from which respondents select to characterize the personality of a brand or company. Based on research on personification metaphors, the Brand Personification Service uses a web-based, response system that has been specifically developed to remove response bias.
The words from which the respondents select have been developed over time using standard psychology personality theory, the Aaker Scale, and personality characteristics useful to marketers. The result is 21 word pairs (the word as a positive and its negative) to which respondents describe the brand or company.
The Brand Personification Service can be used to identify the position of your company and up to three other competitors. (If you have a large enough panel size, we can expand beyond just three competitors.) In addition, you can create response panels of customers, vendors/suppliers, and employees to determine the degree of alignment that exists within your stakeholders.
The number of respondents can range from one to many. For groups of respondents we can identify alignment and mis-alignment between respondents and respondent groups.
If you have not already done so, you should also read our white paper Customer Focused Brand Positioning
To discuss the specifics of a Brand Personification study for your brand or company, give us a call at 800.947.0140 or send us an email.
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