How can you use brand personality measurement to identify new market opportunities?

1 What is brand personality measurement?

Brand personality measurement is the process of quantifying and describing the human-like characteristics of a brand. It is based on the idea that consumers form emotional and psychological associations with brands, and that these associations influence their preferences, loyalty, and behavior. By measuring your brand's personality, you can gain insights into how your brand is positioned in the market, how it appeals to different segments of customers, and how it can differentiate itself from other brands.

2 How to measure your brand personality?

One of the most widely used methods to measure your brand personality is the Brand Personality Scale (BPS), developed by Jennifer Aaker in 1997. The BPS consists of 42 adjectives that describe a brand along five dimensions: sincerity, excitement, competence, sophistication, and ruggedness. Each dimension has a set of sub-dimensions that further specify the traits of the brand. For example, sincerity includes honesty, wholesomeness, cheerfulness, and down-to-earthness. To use the BPS, you can ask your customers or potential customers to rate your brand and your competitors' brands on each adjective using a Likert scale from 1 (not at all descriptive) to 7 (extremely descriptive). Then, you can calculate the average score for each dimension and sub-dimension, and compare them across brands.

3 How to use brand personality measurement to identify new market opportunities?

Once you have measured your brand personality, you can use it to identify new market opportunities in several ways. For instance, you can search for gaps or niches in the market where your brand personality can offer a unique value proposition. For example, if your brand is high on excitement and low on competence, this could be an opportunity to target customers looking for fun and adventurous experiences. Additionally, you could search for potential partners or collaborators who share or complement your brand personality. If your brand is high on sophistication and low on ruggedness, you could partner with a brand that is high on ruggedness and low on sophistication to create a contrast or balance that appeals to customers who value both aspects. You could also look for ways to enhance or modify your brand personality to appeal to new or existing segments of customers. By increasing the excitement level of your brand by introducing new products, features, or campaigns that add novelty or surprise, it could be an opportunity to appeal to customers who value sincerity.

4 What are the benefits of using brand personality measurement?

Using brand personality measurement can help you gain several benefits for your brand strategy. It can assist in creating a consistent and coherent brand identity that resonates with customers, as well as communicating and connecting with them on an emotional and psychological level. Moreover, it can help you differentiate and compete in the market by highlighting your brand's strengths and advantages, creating a distinctive and compelling brand positioning. Through aligning your brand personality with your elements such as name, logo, slogan, design, and tone of voice, you can understand your customers' needs, motivations, and preferences to tailor your brand personality to match or influence their mood, attitude, and behavior. This can help build trust, loyalty, and advocacy among customers.