Commentary
How To Sketch A Character For Your Brand (Treat It Like A Real Person)
- by Joe Mandese @mp_joemandese, April 6, 2013
Social
video can sometimes seem like a twisted business, especially when you’re a pretzel brand. That’s what Sloane Kelley, Director of Interactive Strategy at BFG explained to Video Insider
Summit attendees this morning, in connection with one of her newest clients: Snyder’s Brands, the company that markets Snyder’s pretzels and other snack products.One of the problems, she says, is that anything “social,” including social video, is inherently personal for consumers interacting with a brand.
The
solution, she says, is “thinking about the brand almost as a person.”
“Things that happen in social channels are very personal,” she explains,
adding, “You start to develop this relationship and you assume there is a person behind the curtain.”
So how do you personify a brand as a person? According
to Kelley, you do it be creating a “character sketch” for the brand, that literally personifies them as a character that real people can relate to on a real social basis.
Joe Mandese is the Editor in Chief of MediaPost. You can reach Joe at joe@mediapost.com.
I have seen a similar article at http://goo.gl/McsnP which states that a brand can have such a strong sense of identity that it’s almost possible to think of them as people. And why not? After all, a good brand has his own personality.