What's the Personality of Your Brand? Try This Simple Brand Association Exercise. - Issue: 2002 Qtr 1
Ever notice how difficult it is to get people on the "same sheet of music" when it comes to talking about your brand? Here's a simple, and fun, exercise that might get everyone thinking about your brand from a different perspective: Brand Associations.
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It works like this: ask your team, in a brainstorming session, to answer the question: If our product/service was an automobile (or animal, food or other grouping), what kind of automobile would it be? |
Without discussing it, have everyone write down their answers on a Post-It note. Then put them up on a white board or flip chart. Now, have people talk about why they chose the automobile they did. Is our brand strong like a Mack Truck, fun like a Miata convertible or utilitarian like a Chrysler minivan? |
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Let everyone join in the discussion, and see where it leads. This may help the group reach a common vision of the personality of the brand. The adjectives that best describe your brand can be valuable in developing the personality and messaging for your brand. It's also a fun way to see how your own internal team views the brand.
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