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5 Ways to Map Brand Personalities to Influencers

David Ko

While a brand doesn’t define an individual, the human equivalent character of a brand can serve as an extension of a consumer’s personality, thus it is desirable to develop a systematic framework by which influencer and brand personalities can be evaluated and matched appropriately.

Extensive research has been conducted in the arena of human personality, and to a lesser extent brand personality, though in today’s fast-moving world of marketing automation we believe there is a case to be made for the quantification of more qualitative personality measures.

From paper [The Five Dimensions of Brand Personality by Jennifer Aaker]

  • “brand personality” = set of human characteristics associated with a brand
  • Product-related attributes serve utilitarian function for consumers, whereas brand personality serves a symbolic or self-expressive function
  • “Anthropomorphism is the attribution of human traits, emotions, and intentions to non-human entities and is considered to be an innate tendency of human psychology.”- Wiki
  • Self-congruity is defined as the match between the brand image and the consumer's self-concept, while functional congruity refers to the match between the perceived functional or performance characteristics and the consumer's desired or important functional characteristics.
  • Dimensions: Sincerity, Excitement, Competence, Sophistication, Ruggedness (p5,6)
    • And associated traits:
  • Some difficulties matching brand to human personality (p7):

Human personality: Big 5 Traits

For example, extraversion represents a continuum between extreme extraversion and extreme introversion. In the real world, most people lie somewhere in between the two polar ends of each dimension.

While Smartfluence by no means advocates for automating away the human touch in this arena, we simply believe that steps can and should be taken to develop a more systematic framework that leverages the swath of social media data at our disposal to extrapolate personality traits in our search for the best fit between brands, influencers, and their audiences.

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