Ebook: Separating Brand Wheat From Brand Chaff

Mining the truly relevant opinions to reveal your brand personality.

What attracted you to your significant other? Was it their sense of humor? Good looks? A similar job or shared interests? Now, what kept your initial attraction going?

Most likely, it was personality.

The same is true for a brand. You may be initially attracted to a place or a product by a stylish logo or vivid colors or a clever tagline or even convenience. What keeps you coming back for more is what you received through those initial encounters. Once you got past the initial attraction, you made a connection with the brand’s personality — the values and qualities that bring you back for more.

Now that you’ve decided on a rebrand and an improved identity, whose opinions should go into the process?

In a way, everyone’s — from the top decision makers through the organization’s various levels and right on out the door to the average person on the street. So you gather opinions in meetings, interviews and focus groups, social media posts and as many ways as you can find. After you’ve collected them comes the important part: Sorting them according to relevance.

Obviously you can’t conduct 50 hours of interviews and incorporate all of that into a new identity. What do you consider and what do you disregard? Here’s our advice for separating the wheat from the chaff when it comes to accurately portraying and relating a brand personality.

Step 1:

Take a good, close look at the answers people gave to your questions.

What did the top decision makers say they perceive the organization’s values to be? If you conducted an archetype discovery session, what did you identify as the strongest archetypes? When examining employee input, what do staff members feel are the organization’s strengths and weaknesses? How do they think the company is seen by the public? If you conducted public interviews and focus groups, what do people on the street think and feel? ….

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