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]
Human personality: Big 5 Traits
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.
We just sent you an email. Please click the link in the email to confirm your subscription!
OKSubscriptions powered by Strikingly