Personifying Your Brand: If Brands Were Celebrities
Brands are the sum of all the perceptions a consumer attributes to a particular product, company, etc. The name "Coke" is just the tip of the iceberg that is Coke's brand. Everything from the taste of Coke Zero to the consumer's ideas about the healthfulness and "hipness" of the Coke product line is part of the brand. Some product's brands are carefully crafted by brand managers. Other products end up forging their own path, creating their own "brands," so to speak.
For example, rock star Mick Jagger has always been a counterculture, renegade type of guy. Whether he likes it or not, everyone has at least a few perceptions about who he is and what he stands for. Sometimes those perceptions are largely guided by his personal life, which is well-documented in a number of biographies. Sometimes they are guided by his music and its lyrics. However it happens, it's in our nature to develop a sense of understanding about anything of importance in our lives.
We thought it would be fun to compare consumer product brands to superstar "brands." If you'reworking on a brand or plan to do so in the future, this article might help you get into a creative mood.
Dodge is fun-loving, aggressive and patriotic. Dodge is Shaq!
Watch a few Dodge commercials and you'll notice a theme. Dodge vehicles are fun to drive. Hence, every Dodge commercial features aggressive driving, smiles and other fun-related things. You'll also notice that most Dodge vehicles have a little extra "umph." Some have a lot of extra umph, in fact. Take the Challenger SRT Hellcat. 707 horsepower is no joke! It's not just a coincidence. Dodge is for drivers who like to have fun and don't take things too seriously. On the other hand, Dodge drivers love America and American vehicles, which is why patriotism is another theme you'll notice in some Dodge commercials.
If you know Shaq, you know he's also fun-loving. It's most apparent via his goofy sense of humor. But did you know Shaq is involved in local communities as well? His latest goal is to become a police officer. On the TV show Running Wild with Bear Grylls, he noted the current state of distrust between civilians and police forces as a motivation for that. Lastly, it might not be necessary to say this but Shaq is aggressive. Just look at this monster go!
Patagonia is innovative, adored by followers and high-quality. Patagonia is Jennifer Lopez!
Jenny from the block is 14th in the list of most followed celebrities on instagram. That shows how much she is appreciated by fans. She's also innovative, being one of the few pop stars to become a successful actress over the long term. Not only is she succesful but she acts well and she's (as far as we know) a great role model. That's why we think it's fair to say that she's high-quality.
Likewise, Patagonia is adored by everyone who uses its outdoor-oriented clothing and gear. The brand's cult-like following swears it's the best (and we think they're onto something). As far as innovation goes, Patagonia's business model revolves around it. They're always looking for new ways to be more sustainable and to protect the environment. Their non-neoprene wetsuits made giant waves in the surfing industry, no pun intended.
What Celebrity is Your Brand?
Is it a Michael Jordan or more of a Kim Kardashian? It's fun to personify your brand, and doing so could lead to some revelations.
Once you have your brand figured out, call isoTree to talk bout advertising. A brand's no good if nobody knows about it! We specialize in getting the word out while generating revenue. In other words, we do targeted PPC lead generation and supporting services. Learn more here.