© Steven Lorin McNamara. All rights reserved.
Mr. Apple
Brand personality:
He's always been super bright about computers, and a high achiever at the University. But he's totally cool and down to earth, with a subtle sense of humor. Not a nerd at all. But witty, fun, and creative. 20, maybe early 30 something years old. Masculine, but sensitive.
Relationship with target audience:
He's cool and stylish, and by being with him, you're cool and stylish too. He makes you feel comfortable, never intimidated by his technological
sophistication. Plus his simple way of thinking and explaining makes it easy to use a computer. He's your high-tech brother.
Visual symbols:
For Apple computers, the most consistent icons have been the logo and typography. After that, the brand personality has been expressed fairly consistently over the years in the "look" of Apple's advertising -- very clean, lots of white space. The copy in the ads, the dialog on TV, has usually been friendly, fun and witty.
Mr. IBM
Brand personality:
Formal and professional. Perhaps a bit stiff, or "square." But tops in his class intellectually. He's gone to the best University, with an advanced degree. And he has very polished social skills. 40ish years old. Masculine, perhaps a bit macho.
Relationship with target audience:
You can rely on him with total confidence. By associating with him, you're with the best, which implies you're the best too. He probably costs more, but his technological expertise gives you good value for the money. He's an admired business acquaintance.
Visual symbols:
For IBM, the visual icons have been the "corporate color", which is blue. As in Big Blue. And the logo. The "look" of IBM advertising, signage and advertising tends to be conservative and professional. But specific products and services take on a look of their own, tailored to the target market.
The logo as a face.
Everyday you see hundreds of human faces, as well as hundreds of logos. Most mean nothing to you. But when you see the same logo time and time again, it becomes familiar, like a familiar human face.
So when you see it in the store, or shop for a supplier, you experience a sense of recognition, "Hey, I've seen you, I know you."
And if you are familiar with the brand personality, and how it relates to you, seeing the logo can trigger remembrance. Which can produce a sale. Or reinforce the brand in your brain.
Coke has built it's brand largely on logo recognition-- the "visual symbol" or "face." Along with a loose allegiance to "The pause that refreshes" in their ads.