Brand personality

Brand personality
I am convinced we should think much more in terms of personality instead of identity. This raises eyebrows, I know. And I want to stay away from any ‘religious’ or hairsplitting debate about words. I just give you my thoughts why I think ‘personality’ fits the current timeframe much better. Decide for yourself.

In marketing, communication and design, we have grown used to ‘identity’ as the accepted word. And it sounds like the right term. But is it? Did we ever give it a clear thought? In language and in society, ‘identity’ has a quite different meaning than most of us intend to say when we professionally use the word. Identity is about personal facts: where you live, what your name is etc. Identity is also about characteristics you share with others. You are, for instance, female, catholic, and a republican.

So it is important to conclude that identity does not refer to your individual personality or uniqueness. On the contrary: it points to facts that make you part of a group.
There is another way to illustrate that we use the word identity incorrectly. Populist right wing politicians deliberately confuse ‘identity’ with ‘personality’. The vision that these politicians express (like Wilders in Holland, Le Pen in France, De Winter in Belgium) can be summarized as: ‘if your identity is Muslim; your individual personality is criminal and dangerous’. So they deliberately confuse identity with personality.

With very good intentions, we do exactly the same. I think we should be precise. To my conviction, personality is a much better word. Just like people, brands have a personality. And it is this personality that counts. Was Tony Blair so successful because of his identity or because of his personality? Did you fall in love with your partner because of her (his) identity or because of her personality? Identity refers more to background, to roots. Personality is the decisive factor, the factor that makes the difference.