Brand Personality

The Nike brand has historically reflected the personality of athletes, beginning with American distance runner Steve Prefontaine of the University of Oregon.

Companies have personalities. Some companies, especially small companies, reflect the personality of the owner, the founder, or the CEO. The same can be true of larger companies, although very large companies tend to loose a sense of personality unless they are very well managed.

Companies have a culture. And they have values, such as compassion, achievement, learning, or innovation. To find out what those are, you may wish to interview a selection of employees.

It is important, as you define the firm's personality, to be guided by the personality you see in the people, values, and practices of the company.

You do not have to portray a mirror image of company's personality as you see it. But you should not portray something that is not. For instance, if the company is greedy or stingy, don't portray them as generous.

Don't be afraid to work with one aspect of company behavior that is unusual or outrageous or interesting, such as a notoriously wild annual employee party. Or nervousness about the competition.

> Worksheet with questions to create a personality profile R
> 100 interesting personality traits R
> How to write a brand characterization paragraph R

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