What drives your Brand Personality

Brand personality is often defined by applying a set of human characteristics.

Marketers believe that if you can get to the heart of your brand then it will make it easier to get consistent and lasting responses from your consumers. So such questions as,

If your brand were a piece of furniture what would it be?

If your brand were a picture postcard where would it be?

This will help internally for winning hearts and minds and externally in how your brands behave.

It was therefore interesting to pick up Marketing Week and see a full page spread by Corgi, yes Corgi, the die-cast toy specialist. Not only that but they used sentences such as...

'PUTTING YOUR BRAND IN THE SPOTLIGHT'  & 'PROMOTING BRAND VALUES'

The purpose of this is apparently the launch of a dedicated one-stop consultancy service for brands and agencies that want to use branded toys as a targeted promotional marketing tool.

This got me interested in viewing the companies that had already used this service and how they have taken the question - If your brand were a mode of transport what would it be? and defined it in a literal and tangible product.

CLASSICALLY BRITISH - 

Two companies Paul Smith and Links of London have gone down the safe and predictable route - not to say this isn't the right choice for these brands. Both brands do fit the criteria that enables them to associate with the Mini. 

British, iconic and rightfully proud..

FUNCTIONAL AND RELIABLE - 

As the number 3 brand in the UK and a strong advocate of their northern routes Warburtons were only ever going to display their name on an everyday truck...It's got our name on it.

ICONIC

It makes sense that Kit Kat the number 1 chocolate confectionary brand would associate with the longest-running and most-manufactured automobile. I'm hoping this is the reason and if so a brilliant choice. Of course there is always the danger than they just picked it because if was iconic yet different similar to it's chocolate but also wafer positioning. 

QUIRKY
Is it even a car...I would expect nothing else from the Cadburys Creme Egg, they refuse to conform and why would they.

ARCHETYPALLY BRITISH

Safe and obvious. What else would a brewery (Shepherds Neame) or a tea company (Twinings) do?
lots potentially but if it works why bother...Discover a world of...not much really

Packaged, wrapped and slightly opinionated